Survivors aren’t afraid of change
s it time to change your image? Has it been 10
years with the same look? Have you have already installed new
equipment or do you plan to?
Then it’s time for change! Think
about new lighting, colors, carpeting and background music and
investigate air cooling. Power wash your sidewalk entrance.
Don’t stop there. Consider a manikin
display in your counter showing your new gown cleaning
service, including the preservation
packaging.
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Do your counter people wear a smock or
jacket, a name tag, and a smile? (Write for “Up Front Is
Where It Counts!” See below.)
I salute Dennis McCrory for his
observation and insight in the October issue. Dennis made us
aware of the diversity of products available in the average
supermarket.
I was equally observant of the choices of
products on display at a large pharmacy chain that I have been
dealing with. It seems no matter how simple an item I shop in
for and no matter how simple the prescription, they always
inform the buyer “It will be ready in 20
minutes!”
Then you have a choice to wait or come
back at the appointed time. Invariably, you wait and stroll
around this immense store with every conceivable useful item on
display for sale.
What started out as a $10 prescription,
ends up being some $40 in purchases!
I’m certain this is a “sales
ploy” and it works.
Can drycleaners do the same thing?
I remember in the early 1970s when the
polyester trend hit our industry, and shirt volume dropped 50
percent, then wash n’ wear also took its toll and
permanent press continued the slowdown.
Then came a new trend called “Dress
Down Friday,” which spread to a full week and casual
dress was now the big trend.
I’m not sure when business started
to bounce back. I know “women in the workplace”
became more prominent and, fortunately, services like routes
became more of a necessity, and our volume kept constantly
improving. Most plants that did survive had made it by becoming
more diversified.
I know because I was involved in many
drycleaners introducing carpet cleaning by professionals or
rental of the equipment supporting that “do it
yourself” trend. It worked!
Many plants went the way of adding
additional services and utilized unused sales counters with
competent sales help available.
What did they add? The list can go on and
on… retail specialty, cosmetic gifts, costume jewelry.
They added the introduction to the 24-hour drop chute. Some
rented out the large counter area space to an expanding real
estate firm or travel agency or even added an attractive mail
box facility.
Each town and area was different, but
cleaners increased the traffic for drycleaning and increased
their customer base while reducing their overhead.
In some cases the new hours of the
additional tenant greatly increased the drycleaning volume. It
all made sense, since the rent remained the same and they had
competent sales help available.
That worked 30 years ago. Will it work
today?
Of course each area is different but I
still receive some 30 or more requests a month for route
development and cleaners wanting to know how they can lower
costs and turn the counter into a more lucrative profit center.
Here are some of the latest possibilities.
Every area and location offers new and exciting possibilities.
Are we ready for survival? It’s a
changing world out there. Have you considered an ATM machine?
Will your town or state support a lottery outlet? Maybe a quick
tanning salon. Can you offer free morning paper or coffee for
the convenience of your commuter customers?
What it takes is a little imagination. The
local phone directory is a big help and a few inquires should
be made with the goal of possible increased sales potential.
Who will be the first one to investigate
and to make the attempt? The first one will be able to weather
any storm, now or in the future.
Ray Colucci, a consultant to the fabric
care industry, has updated his three guides for key areas of
the drycleaning business. “Up Front” on how to
secure an image and build on customer loyalty; “Pressed
for Perfection” on how quality and production can be
achieved; and “Route to Success,” for continued
profit growth and growing volume. The pamphlets are $25 each or
all three for $70. Postage is included in the price and
immediate delivery is available. Send requests and payment to
Ray Colucci, 410 Warren Ave., Mamaroneck, NY 10543.
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