The National : NOV DEC 2016
THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER NOVEMBER DECEMBER 2016 9 “If you are concerned about expense think about this. It is cheaper to have a van than a store. Vans are cheaper than real estate. Petrol is cheaper than utilities. And you have one employee in your van. You can get the same income from 400 routes as you can from 2,000 stores. “Another advantage of operating a route is you can fire customers who don’t respect your customer service representatives at the counter by putting them on a route. You solve the anxiety at the plant, and keep the customer and the income. “I don’t recommend you charge more for a route or a store. Keep your prices even. Start messing with prices and you’ll make less. If you use coupons, honour them on the routes. Think customers, think markets. It is cheaper and easier to service route customers.” James told delegates he had been a restaurant service consultant for about then years, one of the things that hit him was how time poor people perceive themselves to be. “Convenience dictates an awful lot of what we do. “What are we going to eat today?” “I dunno, what’s close by?” Food doesn’t even come into it, it’s what is nearby, what will take the least time out of the day. “Know what your customers want and need. Several different marketing studies will tell you pretty much the same thing. “Four different customers are looking for four different things, as being their own priority. It might be Customer Service (27%), or Quality (22%). It might be Price (16%) or Convenience (a whopping 35%). “Inconvenience will impact your profitability. If you give out coupons and someone who walks in once to use it gets the same benefit as a long time customer then you are actually rewarding people who don’t use you. “Think about it. If your coupon says, “Spend $5, get a $20 coupon” they can come four more times without paying you a cent! “Reward your existing customers. By all means, put a line out there to snag new customers, but don’t give good profit share away to them. “Speaking of coupons did you know it is a federal offence to put flyers with no stamp in a person’s mailbox in the US? It carries a $50 PER LEAFLET fine. I see that is not the case in Australia.” “With a route, the drycleaner wins, the customers wins, the staff win. The driver gets paid well and its an easy job. Drivers are easy to find and they will grow your business.” DERAILED Don’t try and be all things to all customers • 15/85 Rule of Dry Cleaning • Don’t’ be available 24/7 • Don’t mismanage your staff • Don’t just say “No” or “Don’t do it” to your staff. • Lack of accountability • Lack of motivation • Non face-to-face marketing - Hope vs Results - Personal touch • Lack of retention - Assume quality is enough - Auto pilot system “I know from talking with drycleaners that many of them don’t like the idea of converting counter customers to routes. Perhaps they worry that they will lose the personal connection. Listen, a personal connection is nice if your customer comes to you regularly and likes to chat with your staff to help fill in their day. But. The GOAL is to get the Total Market share, if you can. “Drycleaning is a friendly but competitive industry. The world is changing around us. “Blockbuster is out of business in the US. They saw the threat but they thought they were too big, had too much market share From the USA, Jon Meijer, DLI, Maryland was a welcome visitor, chatting here with Nick Bancroft, one of Australia’s premier drycleaners.
SEPT OCT 2016