Content about Karl Hinrichs

CHICAGO — How would your customers describe your coin laundry? Would they say it’s dependable? Clean? Secure? Comfortable? How about customer-friendly?

It stands to reason that customer-friendly stores—those that are welcoming, bright and offer a sense of security, for example—have a better chance of drawing business than the store down the block that’s dark, dirty and run-down.

But there are many levels of customer service, and thus customer friendliness. American Coin-Op reached out to some store owners, manufacturers and distributors this month and asked them for their analysis of the elements of being customer-friendly.

Q: PLEASE DESCRIBE HOW A STORE CAN BE MADE CUSTOMER-FRIENDLY BY ADDRESSING THE FOLLOWING:

Exterior Appearance and Signage

Dave Phillips, national sales manager, IPSO: A store with glass frontage is more customer-friendly than one without. Customers appreciate being able to see through the windows before entering the store, especially at night – a glass front offers a sense of security.

It is important that the ingress/egress area and even the parking lot receive the same attention as the interior of the store. It should be clean, well-lit and provide ample parking spaces. As for signage, it should be lighted, simple and easy to read from a distance with no obstructions, and have colors that attract potential customers’ eyes to it.

Craig Kirchner, vice president of sales, marketing and customer service for Dexter Laundry: Having an external sign that features services your location offers can be a great asset to encourage new and potential customers to come inside.

Karl Hinrichs, president, HK Laundry Equipment: The Laundromat’s exterior and signage is where owners will advertise the store’s identity, strengths, and serve as a consistent reminder to the community that the Laundromat is available for their use. The outside of a Laundromat should be well-lit, clean and welcoming. Make the most of the store’s “street appeal” because it is a permanent billboard for the business.

David Cabral, vice president, New England Coin Laundry: The exterior of the store should convey a clean, safe and inviting laundry. If the interior is the best in the industry but the exterior looks less than safe or inviting, it will never matter how well maintained the interior is. Signage should be in working order and well-lit.

Days and Hours of Operation

Jose Fernandez, owner, Mily’s Place Laundromat, Coral Gables, Fla.: A store’s hours of operation should be determined based on customers’ needs. To be the most successful, a store needs to be open when its customers have time to do their laundry, which isn’t necessarily between 8 a.m. and 6 p.m. Initially, Mily’s Place was open from 6 a.m. to 11 p.m. After watching traffic patterns, I noticed a need to be open later and so we opted to extend the store hours. Now, we are a 24/7 operation, and the response has been extremely favorable.

Dawn Nagle, marketing director and VP of creative services, Laundrylux: Know your market. If your customers work shifts or need to come in early or late, make sure you are open to meet the needs of your community. Also, program special pricing and offers for slow days of the week and odd times to encourage customers to come when it’s not busy.

Dan Bowe, national sales manager, Speed Queen: This really depends on your demographics and market; however, the average Laundromat is open from 6 a.m. to 11 p.m. But if the store is located in a college market, it should be open 24 hours a day, which will cater to the demographic.

Parking and Access

Kirchner: When you’re planning parking for a new retail location, make sure that you have ample parking to accommodate customers on the busiest day. If your parking lot is full, customers may pass by your location to go to another store that has available parking. Parking needs to be clean and free of trash, and also needs to be well lit so that customers feel safe visiting your business at night. Store entrances not only need to be handicapped-accessible, but they need to allow for large laundry carts to move in and out of facility without struggling.

Phillips: A dedicated parking lot or spaces, preferably off-street, are very important. No owner wants their customers to have trouble finding a parking space or fighting traffic to access the parking lot.

Fernandez: Ample parking is one of the most important aspects for a store. In addition to parking, a clean store front should be free of trash and wide enough for laundry carts and baskets to easily enter and exit. This simplifies a customer’s experience (and) helps reiterate the owner’s focus on customer satisfaction.

Cleanliness and Décor

Hinrichs: A Laundromat can never be too clean. Make sure the store is cleaned at least twice a day, which should include sweeping, mopping floors, cleaning out lint traps and washing windows if there are fingerprints on them. Bathrooms should be well maintained and stocked full of necessities such as toilet paper, soap, and paper towels or a working electric hand dryer. The store should also be spruced up at least once a year, especially if it has white walls. A fresh coat of paint or replacing carpet or tiles and worn furniture can make a significant positive impression to customers.

Nagle: A clean, comfortable store is critical. If your store is dirty, not maintained, has old rusty machines, soap on the floor or machines don’t shine – your customers will go somewhere else.

Ken Hebert, Deep South Laundry Systems: Again, cleanliness is important. The décor should be clean and simple. The color of the walls needs to be soothing and inviting – repaint if necessary. Indoor signage needs to be limited, simply stated and not negative. If all your customers see is NO or DON’T, they WON’T use your Laundromat in the future.

Kirchner: For store décor, simple things like updating lighting, adding mirrors or pictures, or a fresh coat of paint can make a world of difference with a small expense. Decorating for upcoming seasons or holidays can also be a fun and festive way to spice up your store’s décor on a budget; just be sure to change out the decorations as the season ends.

Check back Thursday for more on The Elements of Being Customer-Friendly!

CHICAGO — Personal safety is one of the primary reasons that the average customer chooses a Laundromat. “Safety and security are paramount,” says Karl Hinrichs, HK Laundry Equipment, in his YouTube video titled Characteristics of Successful Laundromats. “If people don’t feel really comfortable coming to a Laundromat, they’re going to go elsewhere.”

In April, American Coin-Op surveyed its audience about the safety of their store’s neighborhood and if they think their customers or employees feel safe in their store while doing laundry or working there.

Nearly three-quarters of respondents to the unscientific survey described their neighborhood as “somewhat safe.” Roughly 19% said their neighborhood is “neither safe nor unsafe,” and the remaining 7.4% described theirs as “extremely safe.” No one who took the survey described their neighborhood as “somewhat unsafe” or “not safe at all.”

Yet, more than 40% of operators said they, an employee or a customer have been a victim of crime at their laundry. Most of these incidents involved burglaries or robberies. An employee was threatened with a knife in one case, while an attendant was pushed to the ground in another.

SAFETY BY DESIGN

Coin laundry safety starts with store design. One can deter criminals by keeping the business well-lit at all times.

If cost is a concern, look for opportunities to upgrade lighting that may be tied to energy-saving incentives. For example, Colonial Laundromats, a chain of laundries in Central New York, enlisted SmartWatt Energy to upgrade its indoor fluorescent lighting at 23 of its facilities and outdoor LED pole lighting at 17 facilities. Colonial is looking at an average payback of 22 months after receiving a rebate totaling more than $104,000 and interest-free financing for two years.

Large windows will make it easy for customers—or the police—to see inside; take care not to block the view when posting signs. Equipment and furnishings should be positioned so there are clear sight lines from the front of the store to the back, and so that they do not create “hiding places.” Equip exterior doors with buzzers to signal when someone has entered the laundry.

Having an attended store can also be a deterrent to criminal activity. “Security is a concern for all stores,” says J.D. Johnson, president of equipment distributor LaundryRx. “Of course, it’s more of a concern for the unattended owner.”

And the owner/operator must not forget about their own safety, particularly when handling money. If a laundry has an office space, don’t allow customers inside, and keep it locked while away. Be aware of the surroundings when making collections and when transporting money to/from vehicles. Vary collection times so the average observer can’t anticipate when this activity will occur.

Never share information about store security, the amount of money a store makes, who has keys, who is responsible for opening or closing the store, etc., with anyone.

SECURITY MEASURES

Consider physical equipment (especially for an older, unattended store) such as high-security locks, bars, solid steel doors, and anti-stringing validators for the changers. Check out the latest burglar alarms and surveillance cameras.

Before installing security equipment, don’t forget about signage. Make it clear to anyone who enters the laundry that it is protected by electronic security. It’s a warning to thieves, and it provides a comfort level for customers.

Also from the survey earlier this year, a surveillance system is the most popular safety-related feature or practice utilized by respondents (77.8%). Other popular choices are employees/owner watch store (48.1%), alarm system (44.4%), signage (33.3%) and some type of weapon (29.6%).

Thirty-seven percent of operators who responded to the survey have brought a firearm to their laundry. Among those who haven’t, 35.3% said they would consider carrying a firearm while there.

Keep in mind that it’s possible to tamper with or destroy security cameras or devices. It’s common for burglar alarms to be tied to a central station by telephone lines, but a burglar may cut the line. It’s good to have a backup method.

The same concerns can be true of cameras. Burglars may sneak underneath the camera and point it at another part of the store. But with updated technology, a camera can “memorize” a store scene, such as a changer, and if that scene is changed because a burglar moves a camera or covers it, the owner is signaled that there is a problem. Check with security companies for the latest technological updates.

Alarm systems have the capabilities of detecting unauthorized opening of doors, the breaking of windows, and movement through interior areas when the business is closed.

INSURANCE BENEFIT

Not only is increased security a plus in attracting and retaining customers, it can also improve a store’s bottom line by lowering insurance costs a bit.

“(Having a) surveillance/security system would lower the costs of most property coverage as this is a definite deterrent to theft, vandalism and similar situations causing a claim,” says Adam Weber, president of Irving Weber Associates. “Surveillance systems can also assist in determining if there was an actual fault on the business owner’s part in a liability claim, such as to whether a water spill caused a slip-and-fall.”

Be certain that the security system is in good working order at all times. “Security systems are great, but in many cases someone forgets to turn them on, they aren’t working for some reason, or they are working but the burglar is able to get in and out before the police arrive,” says Anne Hawkins, senior underwriter for NIE.

Customers rely on the owner of a self-service laundry to provide them with a safe environment to clean their clothes, so make it a priority each and every day.