With the cold winter months rapidly approaching it’s time to remind your customers they may have clothing that needs cleaning, which they’ve been storing during the summer and fall months. Since the holidays are almost upon us, it’s also a good idea to reward your good customers by offering them “gifts.” These gifts can take the form of thank you note gift certificates, which thank them for their patronage during the past year with an incentive to continue to do business with you. A dollar amount gift certificate is always a welcomed gift for preferred customers. It’s also a good time to re-introduce fading customers to your services. Simple “we miss you” cards or e-mails can go a long way in winning back lost or fading customers.
Thanksgiving, Christmas and New Years are the perfect time to give thanks and blessings of success, health and happiness in the New Year. To achieve this, many dry cleaners hold in-store drawings for random gift certificates days or weeks before the holiday. This encourages customers to clean more often and reminds them of cleaning they may have not considered before. During the winter season you can also tie in warm clothing that needs cleaning prior to cold weather and offer specials for cleaning and storing summer and fall clothing. Write a list of suggested items to help stimulate action.
Many dry cleaners and retailers use services like Constant Contact to create holiday themed e-mail announcements and specials to fading and preferred customers. If you have a point-of-sale system, tap into the database mail feature and use your statistics to determine who is a preferred customer by dollar volume and who has not been in your store for the past few months. Divide up your lists and send separate messages to each group, winning back fading customers and rewarding preferred customers.
An alternative is to pin gift certificates to all the bags of clothing you give to customers in the coming weeks. Use this opportunity to up-sell, cross-sell and reward those customers who are presently doing business with you. When you can, encourage less frequent customers to clean more of their clothes with you and make sure they know about your specialty services that make it easier to shop with you.
Combine rewards with the holidays and end the year with a bang!