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Millennials: A New Drycleaning Challenge

Often referred to as the “selfie generation” and stereotyped as self-absorbed, cash-poor individuals, millennials have become a great challenge for marketers and service providers alike. Whether the reputation surrounding millennials is true or not, one fact remains; today’s society is digitized much more than even a decade ago, and these millennials are likely to pay more for convenience above all else. Let’s look at recent trends; millennials use Uber for their transportation needs, Tinder for dating, and now even Washio, a professional cleaning pick-up and delivery web app, for laundry and dry cleaning. In addition to financially protecting yourself with the right FabriCare Insurance Program, drycleaners are tasked with reaching an ever-challenging audience with their marketing and sales tactics.

Social media coordinator for the Drycleaning & Laundry Institute Ricardo Gonzalez recently attended and presented at the Clean 2015, and described why it is that customers switch companies and make  certain purchases and how this all relates to a “self-absorbed, Internet-connected generation.” Gonzales observes that millennials are changing their behaviors from previous generations, largely in part to having less money. They are not as interested in owning homes and cars; and they are more careful about their spending.

The question is how can dyrcleaners effectively market and sell their services to meet the needs of this challenging generation? According to Gonzales, the same way you always have. He cites one particular timeless strategy that remains relevant today; that is delivering value. He used Chipotle as an example. The chain prides itself on using ethically raised meats, and when reports found that a supplier failed to meet their standards, Chipotle suspended the sale of pork. While this caused Chipotle to initially lose sales, they quickly gained business back as customers took notice of its value-based position and continued to support it.

These are not the only tried-and-true approaches that still work today; positioning for a target audience and eliminating barriers are also old methods that will still work today. Positioning may mean making your marketing as memorable as possible, while eliminating barriers could be as simple as educating this younger generation on why dry cleaning is even important. The bottom line is that it’s not necessarily the message that needs to change; it’s the method of delivery. Embracing social media and apps could be the answer to reaching the millennial generation.

At Irving Weber Associates, we understand what it takes to run a successful dry cleaning business, including the risks of legal claims that exist. We offer laundry insurance programs such as the FabriCare Advantage program and more, to ensure that you are financially protected the best way possible, so that your business can continue to thrive. Please contact us today to learn more at (855) 764-7406.