The Coin Laundry Association notes that there are almost 30,000 laundromats in the United States. That’s quite a bit of competition, especially for those with competing laundromats in the same area. So, that begs the question — why would a customer choose your laundromat over another? The answer isn’t always obvious and there are more factors that go into the decision than many laundromat owners may think. Let’s look at a few of the reasons why a customer chooses a particular laundromat — and what you can do to help make sure they choose your business!
Proximity & location
This is almost a no brainer. Hauling around big loads of laundry is a pain, so it would only make sense that people would choose a laundromat that’s near their home or work due to convenience. Since patrons tend to frequent laundromats that are close by, it is in your best interest to focus your marketing, promotional, and outreach efforts on those living within a mile or two of your facility.
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Visibility & curb appeal
If your laundromat looks dirty, run down, and not cared for, chances are even those living nearby won’t want to visit. Also, if the building isn’t highly visible from the street and there are no defining characteristics or signage, it’s easy for your laundromat to fade into the background and go unnoticed by potential customers. With all that in mind, laundromat owners should pay special attention to the building exterior and work to make it more inviting to potential customers. Bold signage, a well-lit storefront, and adequate parking can go a long way to getting people to choose your laundromat.
High-quality laundry equipment
Never lose sight of the fact that people are coming to your laundromat for one main reason: to use the laundry equipment. The better the equipment, the more likely someone is to choose your laundromat over a competitor, plain and simple. Broken down washers and dryers, outdated machines, and long waiting periods are a quick turnoff to customers. On the flip side, updating your commercial laundry equipment and integrating laundry technology — such as Speed Queen Insights and Quantum Controls — into the experience can be a huge selling point. We’ve heard success stories from our customers more times than we can count about patrons that go out of their way to use their laundromat because they have the newest and most advanced equipment.
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Extra amenities
Washers and dryers are only the beginning. You always want to go above and beyond for your customers. Additional services — like wash-dry-fold services, dry cleaning, or even seemingly small amenities like WiFi — could be the reason someone chooses your laundromat over a competing business. How can you offer more than your competitors? What laundry services are lacking in your community? What amenities have your customers been asking for? By answering these questions, you can start determining what amenities and services you should consider offering at your laundromat.
Online marketing & brand awareness
Marketing, particularly online marketing, can be a crucial part of the decision-making process. How are customers supposed to choose your laundromat if they don’t know you exist? Online marketing is one of the best ways to get the word out and start building up your laundromat’s credibility. In fact, “near me” or “close by” searches grew by more than 900% over two years and 4 out of 5 consumers use search engines to find local information. With that in mind, making sure your website is optimized for local and mobile searches is a good first step, then implement targeted online advertising campaigns, social media posts, email campaigns, and more. By putting effort into your online marketing and digital platforms, you can rest easy knowing that when someone searches for a nearby laundromat, you’re at the top of the list.
Recommendations & reviews
There’s no doubt that many of today’s consumers choose to make a purchase or support a business based on recommendations from a friend, family member, or colleague. On top of that, 91% of 18-34 year olds (which are potentially a big portion of your laundromat demographic) trust online reviews as much as personal recommendations.Taking the time to manage your online reputation and respond to reviews is key. You can encourage people to spread the word by offering referral programs and incentives. Overall, if you’re offering top notch laundry equipment, customer service, and amenities, it won’t be hard to get people talking about your laundromat in a positive light.
What’s next?
If you’re looking to start or grow your coin laundry business, the laundry experts at Speed Queen are here to help. Contact us to get started.
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