Washing (on)line
You will by now know that I’m a sucker for innovation, particularly in the consumer space. And if, by virtue, said innovation makes my life easier, all the better. Wait for it. Mobile and online dry cleaning.
An entirely cashless, digital service that gets your garments dry cleaned, without you having to do much more than walk to reception or your front door. Lazy, maybe. Convenient, most definitely. I realise that Tabasco stains, solvent and hissing steam aren’t the sexiest thing to talk about, but bear with me. The SA washing and dry cleaning industry is part of the personal services sector which, according to Stats SA, contributes roughly 5.9% to the country’s GDP.
A report out last year points to us having 2,000 commercial dry cleaners and laundries. We also have 130 state laundries that operate in the prison, Parks Board and hospital sectors. Obviously, added to these figures are the slew of either single owneroperated or family-run businesses across SA. The two big guns are Pressed In Time, which has 76 outlets across SA and Levingers with 65 in Gauteng — they also offer add-on services like garment repair, shoe repairs and key-cutting. Just so you know.
Interestingly, the report says that as the laundry and dry cleaning industry consumes large amounts of water and electricity, it’s been hit by the large increases in the price of these inputs. As a result, performance in the sector has been described as “flat” and businesses are focused on how to reduce costs. Now I’ve used two online dry cleaning services: Dappa Dry, an independent, and franchise Crisp & Clean, which is partly serviced by Bidvest Laundry Group (the sector leader, which employs more than 3,000 people). That service-facing industries have been disrupted by digital technology has become an anecdotal truism. At the risk of being rendered irrelevant, businesses are having to rethink customer engagement strategies as mobile and online channels become favoured by consumers. The death of the bank branch, for example, has been exaggerated.
e:
Omnichannel is the word
Banks have redesigned and reformatted, networks have been made smaller, and they’re now mostly orientated towards convenience and speed by offering an omnichannel banking experience. Omnichannel is a jargony, but necessary, word. In the era of digital banking, branches encourage a “sale” or transaction by a bridging between online and offline services.
With the advent of online shopping, retailers are increasingly toying with experiential trade – offering in-store experiences that keep people in shops for longer (so that they spend more) and that keep people coming back.
I am an advocate for personal connections — my job kind of depends on it. I think, though, with a service like dry cleaning (or even laundry, if you don’t do your own) which by its very function is a rather sterile and removed customer transaction, forging a personal connection is antiquated and it’s why an online and mobile platform works so well.
And if you do have something pressing to say you can just fill out the “Any Comments” box on your online form to say: “Left-hand sleeve, Puttanesca stain”.
There are, of course, times while transacting that the exchange of words and face-to-face interaction are meant to leave you richer.
Like buying artisanal bread at a farmers market or Lycra from a cycle shop.