How to Market a Dry Cleaning Business: 5 Proven Strategies That Increase Business
Dry cleaners face a unique challenge of attracting loyal customers in a convenience-driven industry. Without a lot of face-to-face interaction with customers, especially for delivery dry cleaning models, dry cleaners have to grow their business in other ways. In order to bring in new business and keep it, dry cleaners will need to learn how to market themselves. Learning how to market a dry cleaning business on your own can be a difficult and tiresome process filled with a lot of trial and error. Luckily, we’ve compiled five proven strategies that are sure to increase business so that you can spend less time figuring it out and more time seeing results.
Offer Promotions and Special Pricing
Oftentimes, dry cleaners who offer a single price for cleaning all garments will promote this in their business name or display it on their marquee. This lets potential customers know what to expect and may be a deciding factor in choosing one dry cleaner over another. To increase business, consider offering regular promotions for your services, including same-day service, pre-pay discounts, and student or senior discounts.
For instance, you can promote that customers can opt for same-day or quicker service for a higher price. You can also promote weekly specials and discounts that can coincide with both major and minor holidays. You can even promote special pricing for certain garment types, setting you apart from less flexible businesses in your area. Discounts for specific demographics such as students, seniors, or service members will give those customers a reason to choose your business over someone else’s. While lower prices don’t always equate to better service, they undoubtedly pique customer interest.
Advertise Locally and Online
Since dry cleaners are usually local businesses, the importance of advertising locally and online cannot be overstated. Word of mouth can be a powerful tool, but it can’t be relied on entirely. Without proper advertising efforts, you won’t enjoy much business as no one will know you exist.
Reach members of your community by adverting your business in local newspapers, business publications, TV stations and more. Additionally, with more consumers spending time online than ever before, it will prove crucial to advertise your business through social media and online directories. You can even leverage social media as an outlet for positive reviews and testimonials you can use on your website to drive sales.
Take Advantage of Cross or Upsell Opportunities
Another way to increase dry cleaning sales is by taking advantage of cross-selling and up-selling opportunities. The truth is, when a customer enters your establishment, they’re thinking about one thing: dry cleaning. However, by offering additional services such as alterations, clothes repair, or cleaning services for specialty items, you might remind them of that hole that hole in their shirt or a skirt that’s a bit too long.
Instead of taking their clothes elsewhere for these additional services, they can get it done right there at your business. By offering these related services in-house, you can provide unmatched convenience to your customers and maximize the functionality of your operations.
Cross-Promote with Other Businesses
Another tip on how to market a dry cleaning business is to partner with other businesses. By establishing a cross-promotion partnership with other established local businesses such as restaurants, coffee shops, and retail stores, you can increase awareness of your own business. Cross-promotion may include leaving your business cards at restaurant tables, offices, and other businesses while allowing that business to do the same.
You can even join with other businesses to hold drawings or giveaways for free dry cleaning along with products or services from participating businesses. By extending your reach into other businesses, you can generate traffic from restaurants, medical offices, or auto repair shops where employees wear uniforms that need to be dry cleaned.
Use Loyalty Programs
Usually, customers aren’t going to a different dry cleaner every time they need one. Instead, many will pick one and stick with it. Why? Because they are loyal. Building customer loyalty is something dry cleaners will have to do in order to drive repeat business. While loyalty can be built by offering excellent service, it should be nurtured in other ways as well.
A common way to strengthen customer loyalty is through loyalty programs. Loyalty programs are meant to reward the customer for doing business with you, such as gifting them a free one-time dry cleaning service after four visits. This will incentivize customers to return to your establishment in order to reap the rewards. Additionally, the CRM of your POS system can be used for regular email marketing campaigns to customers, throughout which you can offer coupons or discounts to loyal customers.
Many factors can shape your approach to how to market a dry cleaning business, but these are essential strategies that any dry cleaner can benefit from. Aside from the marketing strategies themselves, the most important thing to remember is to be consistent with them. Only then will you truly start to see an increase in business.
Many successful marketing strategies start with a proper point of sale. Contact our team of experts at Fabricare Systems today to learn more about our state-of-the-art dry cleaning POS software and system. With our help, you can streamline business operations and marketing efforts for increased business and professional service.