CHICAGO — As dry cleaners navigate an evolving marketplace, understanding how different generations interact with their services is crucial for business success.
While baby boomers might value traditional quality and personal relationships, younger customers increasingly prioritize convenience, technology and sustainability. Finding the sweet spot between these preferences requires a strategic approach to service offerings, store design and environmental practices.
In Part 1 of this series, we examined how dry cleaners can tailor their message to connect with different demographics and ways to educate consumers. Today, we’ll explore balancing technology and personal service, the priorities of different generations, and the opportunities that sustainability may bring.
Service Priorities Across Generations
What customers expect from dry cleaners varies significantly by age. For younger customers, convenience is paramount.
“As everybody probably knows, my generation likes our conveniences,” says Claire Hofmann, marketing manager at ZIPS Cleaners, who identifies as a young millennial, “so we want to get everything delivered. We think a good combination for the younger generation is wash-and-fold paired with delivery. We’ll literally do your laundry for you and deliver it right to your front door. You don’t have to leave your home, which is ideal for the younger generation.”
For established drycleaning customers, ZIPS has found that its core value proposition of same-day service at low prices continues to resonate with them.
Lorynn Divita, associate professor in apparel design and merchandising at Baylor University, suggests highlighting different aspects of service based on generational needs.
“For a boomer or Gen X, they might need to look really professional when they go to work so that people think they’re credible,” she says. “That might be very important to them, and dry cleaning can help them achieve that.”
Balancing Technology and Personal Service
Implementing new technology can attract younger customers, but it must be balanced with the preferences of older clients.
When it comes to adopting new technology, Divita says that “young people have no fear, no hesitation. At the very least, having options like Apple Pay would be something attractive to them.”
ZIPS has managed this balance by offering options.
“We have an innovation group and I think they’ve done a great job of building new convenience benefits into our brand experience,” says Mary Ann Donaghy, chief marketing and customer experience officer for ZIPS Cleaners. “They include our 24/7 drop boxes, text notifications, an app that has delivery integration with DoorDash, and self-service kiosks at select locations.
“In some of our stores, we have almost 50% of our customers dropping off their clothing at the kiosk,” she says. “Not everybody wants to chitchat at the counter, but we have other customers who don’t mind waiting in line because they really love Susie at the counter.”
The key is providing options rather than forcing all customers into one service model, Donaghy says: “Just because somebody is older, it doesn’t mean they’re not good at technology. And just because somebody is younger, it doesn’t mean that they embrace technology.”
Creating an In-Store Experience for All
The physical environment of a drycleaning store can significantly impact customer perceptions, particularly for younger consumers new to the concept.
“It can be things that older customers don’t even think about,” Divita says. “For example, the store aesthetics. Older customers don’t care as much about that type of thing. However, aesthetics are something that younger consumers think about. While you don’t have to make your store look like a Pinterest cover, it should be appealing. I think we all know what I mean by the term ‘depressing.’”
This attention to aesthetics communicates professionalism and thoroughness.
“It gives people a chance to understand that you care about details,” Divita says. “You care about how things look. And you care about things basically just being nice.”
The Sustainability Opportunity
Environmental concerns create another avenue for connecting with different generations, though its importance varies by customer segment.
For Gen Z, sustainability and environmental concerns often carry more weight.
“I believe it’s definitely important for the younger generation,” Hofmann says. “I think that we are selecting businesses depending on how sustainable they are and if they use environmentally friendly practices.”
Divita suggests this creates an opportunity to appeal to emerging consumer sentiments.
“A lot of people — and young people in particular — are participating in what’s called ‘No Buy 2025.’ This has really taken on steam,” Divita says. “Well, if people aren’t buying new things, they have to take care of the things they already have. Dry cleaners help people extend the life of their clothing.”
She believes this creates a natural alignment between drycleaning services and sustainable consumption.
“Who better helps you make do with what you have than a dry cleaner?” Divita asks. “I think that there’s a real opportunity there for dry cleaners to appeal to people who are deliberately not buying new things because they are revolting against rampant consumerism. Dry cleaners are not that. They are the opposite of that.”
Come back Thursday for the conclusion, where we’ll look at emerging industry trends and taking a multi-generational approach to serving customers. For Part 1, click HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
