Eisel said when Procter & Gamble developed the new store — the first three stores were opened in Kansas City— customer service was first and foremost.
“We learned from the Ritz Carlton, which we would deem best in class in service, and said what are some of the things they do, that we can reapply in this industry” he said.
Everything from the covered valet portico and 24-hour pick-up lockers to computerized customer preference records and text alerts when clothes are ready for pick up, were designed with the customer in mind. Each garment is also inspected seven times before the plastic sheet goes on.
Pricing is also posted in the lobby of the store so customers know up front what the service will cost them.
“We’ve posted our prices so the consumers, from the time they come in the door, will know what to expect, what they are getting and what services we offer,” said Ross Holthouse, external relations manager for P&G’s Futureworks Corporate New Business Development division. “That was one thing we heard from our consumers, ‘I don’t know what I’m paying, I don’t know what I’m getting.’ We listened very carefully to that.”
The attention to detail has paid off. The store has done twice the volume of business they projected, since they opened on Halloween, according to Ross. Employees like Eisel have been trekking out to Mason to help out while the company hires more employees.
Eisel said everyone knows how to do every task, from special spot removal to the state-of-art drying and pressing machine. The goal is to get every customer in and out within two minutes.
Mason resident Marty Baker, who was picking up his shirts in the valet drive through, said she was impressed..
“It’s fantastic,” he said. “Most of the dry cleaners I’ve dealt with you have to go in and there’s usually a line. This is unbelievable. I must have been one of the first customers because I’ve been here twice already.”
P&G plans to open more stores — the Mason facility is the corporate headquarters and training center — but Eisel said he cannot divulge how much it cost to build the store.
However, the Tide Dry Cleaners website listed the initial franchise fee at $50,000, the investment range is $651,000 to $909,500 and interested franchisees must have $250,000 in liquid capital and a net worth of $1 million.
Contact this reporter at (513) 696-4525 or dcallahan@coxohio.com.
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