A new aspect of the marketing mix.(POINT-OF-SALE)
American Drycleaner, May, 2007 by Kaschyk, Howard
There is a fundamental value shift occurring in the cleaning industry--a new element of value that a successful cleaner must deliver to the consumer.
The business that delivers a higher value than the competition always wins. "Value" is a combination of the real and perceived benefits the customer gets in exchange for their effort and money.
To review, value is a combination of the Four Ps of marketing: Product, Place, Promotion and Price. A cleaner's Product is not just clean clothes, but also how well cleaned clothes are pressed, packaged and presented to the customer.
In marketing terms, customer service is part of the Product--whatever attention the customer gets at drop-off, pick-up or delivery. There are such things as good and bad...
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