The garment care industry has changed dramatically. While no one could predict a worldwide pandemic, proactive and future-thinking businesses were arguably the best prepared. It’s impossible to predict the future, but we can listen to our clients, read the news and participate in industry dialogue (like reading Fabricare Canada or tuning into DLI’s regular Tuesday calls) to assist us in determining where we should spend our time to future-proof our businesses. This month, let’s dive into a few examples.

POS & Customer Data

I am shocked by the number of businesses in our industry that do not have a point-of-sale system. I’ve heard excuses ranging from ‘I’m not technologically savvy’ to ‘they’re too expensive’. Ironically, the customer data collected in a point-of-sale system is the most valuable part of most businesses. While there are not many buyers for dry cleaners, similar service-based companies may be interested in your customer list. [Editor’s Note: If you collect data and promise never to share or sell it, this door might be limited for you.]

Today’s POSs are extremely user-friendly and are an investment in your company’s long-term success. For businesses that already use a POS like SMRT, SPOT or CENTS, setting an expectation with your team on what data they should collect is critical. At Gibson’s, we try to gather a cellphone number and email address for every client who walks through our doors. Of course, we also require a physical address for a pick-up and delivery customer. [Editor’s Note: In Canada, all email you send to customers must be permission based. To comply with Canada’s Anti Spam Law (CASL), include a box on your form saying, “I give you permission to contact me.”]

How can you further leverage this valuable future asset?

• Use client phone numbers and email addresses to send instant messages (SMS) and email marketing blasts.
• If you have physical addresses, you can use the data to identify target areas where you have many clients and re-market to other households in the same area using geofencing (https://www.techtarget.com/whatis/definition/geofencing).
• All data acts as another point of contact in case you need to reach out to a client.

If it sounds like a lot of work, remember your successful competitors do it every day.

Artificial Intelligence (AI)

You may be tired of hearing about AI, but it’s critical to understand how AI tools can make your business operation more efficient and effective. AI is the future; if you neglect learning about it, you and your business will fall behind. Free tools like ChatGPT can develop customer service responses, website copy and sales emails within seconds. They can also provide a framework for building a business plan, marketing strategy and sales pipeline.

I recommend playing around with a tool like ChatGPT or Claude.AI for 20 minutes a day to get a feel for how they work. If you’re curious to learn more about AI and other tools that simplify marketing, join Nadine Rana and me at the CFA’s CleanExpo in November (shameless plug!) or read this guide on AI here.

Diverse Payment Methods

Did you know that some dry cleaners have started to accept Bitcoin and cryptocurrency as a form of payment? While this may be a bit extreme, it signals to their customers that they are a future-thinking business. In comparison, I recently worked with a laundromat that only accepted cash and e-transfers. This gave me the impression the business was unprofessional and, honestly, kind of shady. Almost half of the world uses mobile payments like Google Pay and Apple Pay – accepting diverse payment methods is necessary.

We’ve learned this from first-hand experience. Initially, Gibson’s did not accept American Express because of the additional fees associated with processing the card. As a higher-end business, this was a negative signal to send to our upscale customers. When we switched to accepting AmEx, it was obvious it made our customers’ lives easier and even became a marketing tool, as AmEx features businesses that accept their cards on their app.

Cyber Security

Do you have cyber insurance? What about your POS? Did you know that 46% of all cyber breaches impact businesses with fewer than 1,000 employees? Cyber attacks drain companies of money and time. Small businesses are a primary target of cyber attacks, so it’s critical to consider preventive and proactive measures you can take as a business owner.

When planning, be sure to include computer support in your budget to cover expenses for backing up your files and ensuring their protection. Cyber insurance is something that all businesses should have.

It’s important to consider how elements of your business will change over the coming months, years and decades. Talk regularly with other industry members and allocate time each quarter to reflect on your business’s future.