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Survey: Dry Cleaners Look to Attract New Customers in New Year

Carlo Calma |

CHICAGO — Attracting new customers is the top 2014 business priority for the majority of dry cleaners (39.1%), according to results from this month’s American Drycleaner Your Views survey.

Other dry cleaners say their top priority is to “raise prices and/or cut costs” (21.7%), “explore extra services or new opportunities” (10.9%), “add/update equipment” (5.4%) or “spruce up [their] store(s)” (5.4%).

Another 17.4% of dry cleaners listed “other” top business priorities, such as generating revenue from “both existing and new clients.” One of the cleaners in this group will be “checking alternative solvents.”

Looking back at 2013, 55.4% of cleaners say their drycleaning operation met “some” of its goals, while 27.2% “did not meet” its goals. Only a small percentage (6.5%) met “all of [its] goals,” while 10.9% set no goals at all.

For 2014, only a third of respondents (33.3%) set New Year’s resolutions, while almost half of respondents (49.5%) did not set any goals. Roughly 17% say they have “not yet” made resolutions for the new year.

In terms of their personal priorities for 2014, the majority of dry cleaners would like to “lose weight or improve [their] fitness” (39.6%), while 19.8% would like to “get organized.” Spending more time with family is the No.1 priority for 18.7% of respondents, while 4.4% would like to “quit smoking/drinking.”

Roughly 18% of respondents listed “other” personal priorities, including “[having] more time for myself,” “move to a new home,” and “begin serious retirement planning.”

The majority of dry cleaners are optimistic about meeting their business and personal priorities for the new year, as 35.9% say they have a “good chance [to] accomplish both goals.” Roughly 29% say they have a “50/50 chance,” while 23.9% say “there’s no doubt” they will accomplish their goals. Small percentages believe they have a “slim chance” (7.6%) or “no chance” (3.3%) of accomplishing their 2014 goals.

While American Drycleaner’s Your Views survey presents a snapshot of the trade audience’s viewpoints, it should not be considered scientific. Subscribers to American Drycleaner e-mails are invited each month to participate in a brief industry survey they can complete anonymously.

The entire American Drycleaner audience is encouraged to participate, as a greater number of responses will help to better define owner/operator opinions and industry trends.

About the author

Carlo Calma

American Trade Magazines

Editor

Carlo Calma is editor of American Coin-Op. He can be reached at ccalma@atmags.com, or 815-768-7339.

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