Maximizing In-store Marketing with What You Already Own

OSHKOSH, Wis. — Maximizing in-store marketing doesn’t have to cost an arm and a leg. In fact, it can be surprisingly inexpensive when you fully use the tools you already have — like washer touchscreens, machine programming and payment systems.

With a few simple tweaks, you can improve the customer experience and boost your bottom line.

Use Machine Screens to Promote What Matters Most

Some washers on the market feature large touchscreen displays where customers dial in their perfect wash. The bonus is that the touchscreens are capable of displaying many different messages or advertisements.

So, instead of displaying static branding or default messages, consider promotional content that encourages enhanced customer loyalty, cross-sells in-store services such as wash-dry-fold, or promotes day-of-week or time-of-day pricing promotions.

Other ideas include pointing customers to time-saving machine features like automatic detergent injection, or highlighting weekly specials and add-ons like ozone rinse and sanitization. Even small updates can improve convenience, increase loyalty and drive revenue.

Customize Wash Cycles and Add-Ons

Most machines allow you to customize both standard cycles and add-ons, but many laundries don’t take advantage of it.

SmartWash in Fargo, North Dakota, does. The store offers specialized cycles like “Hockey Wash” and “Jersey/Workout Gear Wash,” designed for the area’s large hockey community.

Co-owner James McDonald says the business even markets these options directly to local arenas. The result? Unique offerings that vend at higher prices than standard cycles.

You can do the same by going beyond basic settings. Consider cycles for comforters, shoes, pillows, pet items, horse blankets or athletic gear — anything that fits your market.

Add-ons, or “extras,” are another opportunity.

Art Jaeger, who owns multiple laundries in California, introduced options like “Extra Prewash” and “Extra Ozone” at one of his stores. Each adds 50 cents to the vend price, and about 40% of customers opt in, boosting revenue.

At Wash Smart in Chicago, industry veteran Paul Hansen reports similar results: 45% of customers select an “extra,” increasing overall vend price by 4-5%.

Make the Most of Your Payment System

Your payment system isn’t just for transactions — it’s a built-in marketing tool. Use it to run loyalty programs, offer bonuses and create targeted promotions.

A common approach is matching an initial card load, such as adding bonus credit when a customer loads $25.

Loyalty points programs are also effective, rewarding customers for each machine start and offering credits once they hit a goal.

Time-of-day or day-of-week pricing can help shift customer traffic to slower periods, reducing congestion and increasing overall usage.

The Express Laundry Center in Oshkosh, Wisconsin, takes it a step further by tying usage to giveaways. Customers are entered into drawings for prizes like bikes or TVs each time they use their card – adding a layer of excitement to routine visits.

In-store marketing isn’t about big budgets — it’s about being more strategic with the tools you already have.

By turning washer screens into promotional space, tailoring wash cycles and add-ons to your customers, and fully leveraging your payment system, you can create a better customer experience while steadily increasing revenue.

Small, intentional changes add up, and when executed consistently, they transform routine laundry visits into more engaging — and more profitable — interactions.