American Coin-Op - June 2012

Attended VS. Unattended: Attended VS. Unattended:

INSIDE: JUNE 2012

INSIDE: JULY 2005

COIN LAUNDRY FINDS NICHE IN INTERNATIONAL EXHIBITION

YOUR ONLINE REPUTATION: WHAT ARE THEY SAYING?

NO MAGIC FORMULA NO MAGIC FORMULA

VENDING EQUIPMENT PRODUCT SHOWCASE

ATTENDED VS. UNATTENDED: NO MAGIC FORMULA

While industry representatives have long claimed that there is no “magic” formula when it comes to the attended/unattended decision, most agree that there are basic factors that affect one’s call.

FEATURES

MAYTAG UNVEILS NEW CONCEPT STORE

Maytag® Commercial Laundry says it saw an industry need for a well-designed, aesthetically pleasing and branded store.

COIN LAUNDRY FINDS NICHE IN INTERNATIONAL EXHIBITION

Much of the focus of the Texcare International trade show was on industrial laundering and dry cleaning, but there were opportunities to see coin laundry equipment amidst the tunnel washers, rail systems and finishing equipment.

PRODUCT SHOWCASE: VENDING EQUIPMENT

MANAGE YOUR ONLINE REPUTATION

Learn how to respond to business reviews in productive ways and how you can arrange to receive alerts each time your store is mentioned in online posts.

COLUMNS

34 DISTRIBUTOR RELATIONSHIP ADVICE

Not only can your main distributor provide products and equipment, he can be your eyes and ears to the industry, sounding board, and adviser. Your relationship with this distributor is pivotal to your success, so find some common ground and make it the basis of a lasting friendship, advises columnist Howard Scott.

DEPARTMENTS

A CLOSER LOOK 22

IPSO showcased a fully operational vended laundry at Texcare International in Germany.

VIEWPOINT

ATTEND OR NOT ATTEND?

THAT IS THE QUESTION

Whether you’re familiar with the works of William Shakespeare, it’s a good bet you’ve heard the phrase, “To be or not to be.” Those immortal words may come to mind when it’s time to decide whether to open an attended store or an unattended store. Former editor Paul Partyka examines the debate and the basic factors that can influence your call. His story begins on page 10.

ON FOREIGN SOIL

The Texcare International trade show is largely focused on industrial laundering and dry cleaning, but there were opportunities to see some coin laundry equipment there. Which company showcased a fully operational vended laundry in its booth? Turn to page 22 and find out.

WHAT’S YOUR REP?

People are talking about your business. Do you know what they’re saying? Customers are increasingly putting reviews online, so it’s important that you understand how and where they do it. Learn how to monitor relevant sites and the proper ways to respond to both positive and negative reviews. Read Phil Perry’s story beginning on page 26.

HAPPY BIRTHDAY, ATM

It was roughly one year ago when American Coin-Op went through some pretty dramatic changes. Charlie Thompson, the longtime publisher, purchased this magazine and two others—American Drycleaner and American Laundry News from Crain Communications and created a new company called American Trade Magazines LLC.

The timing meant we had to move into new offices mere days before the Clean Show. Not the most ideal of circumstances, but we managed to make it to Las Vegas with plenty of time to spare. The response to our announcement at Clean was overwhelmingly positive, and our relationship with the self-service laundry industry remains so today.

And so the publishing company behind “The Independent Voice of the SelfService Laundry Industry” celebrates its first birthday. Our wish is to serve you for many more.

EDITORIAL

Charles Thompson, Publisher

E-mail: cthompson@ americantrademagazines.com

Phone: 312-361-1680

Bruce Beggs, Editorial Director

E-mail: bbeggs@ americantrademagazines.com

Phone: 312-361-1683

Roger Napiwocki, Production Manager

Jean Teller, Contributing Editor

Nathan Frerichs, Digital Media Director

E-mail: nfrerichs@ americantrademagazines.com

Phone: 312-361-1681

ADVERTISING

Donald Feinstein, Natl. Sales Director

E-mail: dfeinstein@ americantrademagazines.com

Phone: 312-361-1682

OFFICE INFORMATION

Main: 312-361-1700 Fax: 312-361-1685

SUBSCRIPTIONS

630-739-0600

www.AmericanCoinOp.com

American Coin-Op (ISSN 0092-2811) is published monthly except Nov/Dec combined. Subscription prices, payment in advance: U.S. and Possessions, 1 year $39.00; 2 years $73.00. Foreign, 1 year $89.00; 2 years $166.00. Single copies $7.00 for U.S. and Possessions, $14.00 for all other countries. Published by American Trade Magazines LLC, 566 West Lake Street, Suite 420, Chicago, IL 60661. Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Coin-Op, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 53, number 6. Editorial, executive and advertising offices are at 566 West Lake Street, Suite 420, Chicago, IL 60661. Charles Thompson, President and Publisher. American Coin-Op is distributed selectively to owners, operators and managers of chain and individually owned coin-operated laundry establishments in the United States. No material appearing in American Coin-Op may be reprinted without written permission. The publisher reserves the right to reject any advertising for any reason.

© Copyright AMERICAN TRADE MAGAZINES LLC, 2012. Printed in U.S.A.

Bruce Beggs Editorial Director

Bruce Beggs

MAJORITY OF STORE OWNERS

THINK THEY’RE PRETTY HANDY AT MAINTENANCE

And 36% of respondents believe it’s their greatest strength related to their business

The vast majority of coin laundry owners who responded to May’s AmericanCoinOp.com Wire survey believe they’re pretty handy at doing their own maintenance.

Equal shares of 44% rate their maintenance skills as “better than most owners” or “no better or worse that other owners.” Only 8% rate their skills as “not as good as most owners,” and the remaining 4% don’t do any maintenance work.

As far as customer service, 52% say they get along great with their customers. Twenty-eight percent rate their customer service skills as no better or worse than other owners, and 16% rate their skills as better than most owners.

How are you at crunching numbers, or making daily decisions? From the Wire survey, 52% rate their basic management skills as better than most owners, and 32% rate themselves as no better or worse than other owners. “Outstanding” is how 16% rate their skills. No one who took the survey believes their basic management skills aren’t as good as most owners.

What’s your greatest strength related to your coin laundry? For 36% of respondents, it’s their maintenance skills. Twentyeight percent say it’s customer service. Management is the greatest strength of 20%. Small percentages say it’s marketing (8%) or delegating (4%). The remaining 4% aren’t sure what their greatest strength is.

How much time do you spend at your store(s)? Among survey respondents, 48% spend less than 20 hours a week and 40% spend between 20 and 40. Just 8% spend between 40 and 60 hours a week, and 4% spend more than 60 hours a week at their store(s).

While the Wire survey presents a snapshot of readers’ viewpoints at a particular moment, it should not be considered scientific.

Subscribers to Wire e-mails—distributed twice weekly—are invited to take the industry survey anonymously online each month. All self-service laundry owners and operators are encouraged to participate, as a greater number of responses will help to better define operator opinions and industry trends. ■

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Magic Formula No

SECURITY, SERVICE ISSUES ARE FACTORS WHEN DECIDING TO GO UNATTENDED

By Paul Partyka

Even if you’re not a literary scholar, you are probably familiar with William Shakespeare’s famous phrase: “To be or not to be.” For self-service laundry owners, “To be or not to be” may come to mind when deciding whether to open an attended or unattended store.

While industry representatives have long claimed that there is no “magic” formula when it comes to the attended/unattended decision, most agree that there are basic factors that affect one’s call. For example, if you have a large store (more than 2,000

square feet) and want to offer extra services, the attended route is the way to go. Larger stores require more cleaning and have more equipment that needs to be cared for. But the extra equipment also generates added revenue, which helps pays for the attendant.

If you have a small store or two (1,500 square feet or so) and don’t want to spend time there, being unattended is an option. If you don’t have extra services or enough work for an attendant, why do you want the hassle of dealing with employees? With fewer machines there is also less revenue.

Do you really want to cut into your profits by paying an attendant?

American Coin-Op recently spoke with some industry representatives about the attended vs. unattended issue. The selfservice laundry industry continues to evolve, and these insights may cause you to look at this debate in a different light.

ASKING THE RIGHT QUESTIONS

When assisting a prospective store owner, it’s all about asking the right questions, says J.D. Johnson, president, LaundryRx, Birmingham, Ala. The company does business in Alabama, Louisiana, Georgia, Tennessee and Florida.

Besides being a distributor, Johnson has also operated an unattended laundry.

When the attended/unattended question pops up, Johnson asks what the new owner expects from the business (profitability) and how much time he/she wants to spend at the store to get a better feel for what the owner really wants.

Johnson estimates that 80% of the stores he sees are attended, but knows there is still a place for unattended stores. “First, you can’t do a 3,000-square-foot unattended store because of the work it needs. It would be ideal to have a 1,500-square-foot unattended store.”

Owners want attendants mainly to handle extra services, he believes. Their importance has increased recently because owners have expanded drop-off services and are even offering commercial work, he adds.

Johnson enjoyed being an unattendedstore owner and believes these stores can

Photo:© iStockphoto

work in most locations, but the ideal situation is opening an unattended store (as large as 1,800 square feet) in a small, rural town.

“Security is a concern for all stores. Of course, it’s more of a concern for the unattended owner. Remote security is the No. 1 thing to ease headaches. I feel better if I can monitor my store from my phone.”

Whatever type of security you use, it’s also important to have the proper signage that lets customers know that a system is in place, he adds.

Will customers boycott unattended stores? “It’s rare that customers bypass a store because it’s unattended. Actually, it can be just the opposite. Some customers don’t like attendants looking over their shoulder.”

If you are concerned about introducing new technology without having an attendant present, don’t be, Johnson opines. “First, if you have a small store, you can’t afford a card system. You just don’t have enough machines to justify the investment. So not having attendants doesn’t really hurt in this case.

“Plus, keep in mind that people are much smarter today in terms of dealing with new

technology. In the past, some operators may have stayed away from high-tech equipment in an unattended store. But people today use smart phones.”

When it comes to selecting new washers and dryers for an unattended store, search for the most user-friendly equipment, he suggests.

“My No. 1 worry about an unattended store is someone tearing it up. Study the crime rate in your area to determine if it’s suitable for this type of store.”

Some of the ageold concerns can be dealt with through proper planning, he explains. “Put up a store with good lighting and visibility, have a good layout, and establish a relationship with the police.”

Operators must not forget that even unattended stores need attention. “I like unattended stores, but you still need someone to open and close and clean. If you need some help, but don’t want an atten-

dant, trying getting one of your customers to do the job.”

Johnson believes unattended stores will stay around. If anything, with new corporate investors not wanting to deal with employees, future trends point to slightly more unattended stores, he predicts.

KEEP IT SIMPLE

Roger Idler, a 29-year industry veteran, is in a unique position to discuss the attended vs. unattended issue. He has five stores in the Denver area. Three are fully attended, one is unattended, and one is partially attended. His largest store is 4,500 square feet, the smallest 2,200.

Idler values attendants because they constantly monitor a store. “Attendants can also handle your drop-off laundry and dry cleaning to pay for themselves. It’s also nice to have that certain comfort level you get by having someone in the store.”

If your store is 2,500 square feet or larger, you need an attendant, Idler advises. The size of the store is key because extra services alone may not pay for attendants. “Larger stores generate more revenue because they have more machines. This is

Johnson

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what also pays for the attendants.”

Do a little research to see if customer demographics in the area lend themselves to supporting extra services, he adds. (Lowerincome customers may not use extra services.)

Idler admits that it can be difficult to find people who want to work and can be trusted. However, the tight job market has made it easier to find employees, he says. Idler, who has some veteran attendants, has been successful in finding good help because his entry-level wage is higher than the minimum wage.

If you’re considering the unattended route, remember that you still need someone to clean up, and that some insurance companies won’t deal with unattended stores, he says.

Should an owner promote the fact that his store is attended? “Promoting having attendants isn’t necessary, but remember that some promotions need attendants, such as offering wash-card promotions.”

Idler says digital security is a great thing for all owners, especially those with unattended stores. “When I first started, I used VHS tapes with the security equipment.”

Customers also play a role in your decision. “Some customers want unattended stores. I get the impression that some customers don’t want attendants because they don’t want people looking over their shoulder. Some also may stay away from unattended stores, but that’s not my experience.”

Idler isn’t worried about having attendants introduce new technology, such as cashless equipment, because he doesn’t plan on installing it. “Some of my equipment has text messaging, but it’s

■ An Extra Set of Eyes

Emphasizing security can reduce the number of restless nights for self-service laundry owners, especially those who own unattended stores.

Consider physical equipment (especially if you are purchasing an older, unattended store) such as high-security locks, bars, solid-steel doors and anti-stringing validators for the changers. Check out the latest burglar alarms and camera surveillance.

Don’t forget about your own safety. Be aware of your surroundings when making collections. Vary collection times.

Before your security equipment is installed, don’t forget the signage. Let customers know that you have electronic security. It’s a warning to thieves, and it provides a comfort level for customers.

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Realistic owners realize that security cameras or devices can be tampered with or destroyed. It’s common for burglar alarms to be tied to a central station by telephone lines, but a burglar may cut the line. It’s good to have a backup method.

The same concerns can be true for cameras. Some cameras “memorize” a laundry scene. Burglars may sneak underneath the camera and point it at another part of the store. However, with updated technology, a camera can memorize a store scene, such as a changer, and if that scene is changed because a burglar moves a camera or covers it, the owner is signaled that there is a problem. Check with your security company for the latest technological updates.

If you’re still debating about adding surveillance cameras, don’t forget fake slip-and-fall events. Just having proper signage and cameras present may make a scam artist think twice before he/she stages an accident.

Stay away from inexpensive fake cameras or signage promoting nonexistent burglar alarms. Would you be fooled by them?

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never used. Know your customers.”

His best bit of advice is to keep things simple and care for your store, regardless of whether it is attended or unattended. The little things, like handling refunds, matter.

“You can do this at the unattended store with the proper signage. People are surprised and appreciate getting a refund in the mail.”

Idler says his situation proves that unattended stores work outside of rural areas. “People want to invest in something, and the unattended store can work for them.”

FEWER UNATTENDED STORES ON HORIZON

On a national basis, about 40% of the self-service laundries are attended, says Dan Bowe, national sales manager, Speed Queen.

Bowe believes many investors are attracted to the industry because stores are not required to be attended. “This can be a very good investment for absentee owners. Store owners will save roughly 14% in labor expenses as compared to overall gross income.” (The 14% figure varies, depending on the geographic area, he adds.) Owners also have the challenge of overseeing employees, he says.

Bowe believes that the No. 1 concern for unattended-store owners is losing business to competing attended stores. “Many customers look for a safe, clean and familyfriendly facility when deciding where to perform the weekly chore of laundry.”

There are two main reasons for having attendants, Bowe says. First, laundries are similar to other on-street retail businesses in that consumers continue to demand better products and better services. “In our business, the typical customer is a female with children. Knowing this, Laundromats should be designed and operated with safety, cleanliness and superior customer service as prerequisites. Having your store either fully or partially attended is really the best way to execute this strategy.”

The other reason for having attendants is offering extra services. This includes common services such as drop-off work and other services such as alterations and offering food.

A common mistake that owners make is believing that one employee can multi-task and perform the work well, he says.

From a site-analytic standpoint, unattended stores make sense in areas that have

little competition and are considered safe from crime, Bowe opines. “Typical demographics most likely include rural areas with small populations.”

He also believes that most stores, regardless of size, should be at least partially attended. “Today’s consumer has a plethora of choices with most retail options, and laundry is no different. Offering superior services and offerings is important for all store owners.”

This factors in when introducing new technology. “I think it would be very risky for a store owner to introduce any new payment system without also investing in attendants.”

If you are set on going unattended, Bowe suggests hiring a cleaning service, designing the store for safety, and including visible video surveillance. However, equipment doesn’t make up for a smiling face welcoming customers and making them feel safe, he adds.

Bowe

If Bowe operated an attended store, he would market the fact that attendants were on duty. “You can do everything right, but if you don’t let anyone know what you are doing, you are only taking the strategy half way.”

Bowe predicts that unattended stores will slowly disappear to historically low levels because so much has changed during the last 10 to 15 years. “Stores are larger, cleaner and offer more amenities than ever before. Likewise, today’s store owners are also becoming more sophisticated and more in tune with consumer behavior.”

YOU STILL NEED HELP

Demographics play a key role in the creation of unattended stores, says Dick LaMaina, Equipment Marketers, Cherry Hill, N.J. The company operates in Pennsylvania, Delaware, Maryland’s Eastern Shore and south New Jersey. LaMaina has also operated attended laundries.

He estimates about 50% of Pennsylvania stores are unattended because the state has the largest rural population in the country. “It’s also an older population, and you just can’t have big stores in some of those rural

areas,” he says. In the larger urban areas of Pittsburgh and Philadelphia, almost all the laundries are attended, he adds.

The average rural, unattended store is usually between 1,500 and 2,500 square feet, he estimates, although size isn’t the only factor in determining if a store should be attended. “It’s all about having the revenue to pay for a person.”

Owners of unattended stores still need someone to work at the store for several hours a day, he advises. Someone must clean up and open and close the store (unless the store has self-locking doors). A dirty store will turn off customers, he believes, which can mean losing $500 to $1,500 a year.

Another unattended-store concern is introducing new equipment. “There is a learning curve with new machinery. The new machines use less detergent. People don’t read the signage about machine usage.” LaMaina advises store owners to spend some time at the unattended store when new equipment is installed.

Store refunds are another concern. When it comes to refunds, make sure to have the proper signage and have a working phone

number for customers to contact you, he suggests.

The No. 1 concern for an attended owner is managing people. “Labor is more than a pricing issue,” he warns. “The owner of an attended store must deal with budgeting, bookkeeping and supervision.”

LaMaina would market the fact that his store is attended. “Being attended is a great benefit. All things being equal, some customers would rather go to an attended store.

Customers want help at times and feel safer with someone around. People like people.”

Even though unattended stores present certain challenges, LaMaina says they will always be around because some stores don’t generate enough revenue to pay employees. ■

Paul Partyka is a freelance writer based in Chicago, and was editor of American Coin-Op from 1997 through May 2011.

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LaMaina

Maytag® Commercial Laundry, based in St. Joseph, Mich., saw the need in the self-service laundry market for a well-designed, aesthetically pleasing and branded store. The manufacturer sought input from a strategically selected advisory council and has now introduced the Maytag® Equipped Laundry concept.

The complete package includes:

• A consistent look and feel designed with input from architects and industry experts that allow for flexibility

• Exterior and interior signage

• Complementary paint and flooring options in hues of blues, greens and neutrals

• Coordinating bulkhead and folding-table options

“The Maytag brand is the No. 1 preferred and most recognized brand in laundry,” says Bob English, general manager of global commercial laundry at Whirlpool Corp. “This concept store bridges an industry gap, encourages a consistent environment among vended laundry stores and offers users the dependable and reliable equipment our brand is known for—in one concise package.”

Maytag® Equipped Laundry owners/operators qualify for a special Maytag Advantage™ Program, which offers exclusive benefits and perks, such as complimentary factory service training; discounted residential appliances from Whirlpool; grand opening or reopening kits with materials and timelines to help plan effectively; point-of-purchase materials; discounts on exterior signage; special financing options; and a free membership to the Coin Laundry Association.

Built on five decades of commercial laundry experience and the 100-plus-year equity of the Maytag brand, the new store model encompasses more than just equipment, Maytag says.

“The Maytag® Equipped Laundry store and owner benefits are one of a kind. We’ve done the prep work for potential owners and developed a turnkey program offering easy set-up, operation and potential for maximum profit,” says English. More information about the store concept is available at maytagequippedlaundry.com.

Maytag’s new branded store concept utilizes a consistent look and feel, including exterior and interior signage. (Photos: Maytag Commercial Laundry)

Coin Laundry Finds Niche in International Exhibition Coin Laundry Finds Niche in International Exhibition

By Bruce Beggs, Editorial Director

Frankfurt, Germany, hosts the Texcare International trade show every four years. Also known as the World Market for Modern Textile Care, much of the show’s focus is on industrial laundering and dry cleaning.

But during the five-day event in early May, there were opportunities to see coin laundry equipment amidst the tunnel washers, rail systems and finishing equipment. A handful of U.S.-based exhibitors displayed or promoted coin equipment to an international trade audience.

Alliance Laundry Systems presented a sizable booth featuring a wide variety of equipment. One of its brands, IPSO, showcased a fully operational vended laundry (shown above). Visitors to the booth were able to see how the machines process clothing and linens and how advanced controls help owners increase energy efficiencies.

Vended laundry offers a high return on investment, little or no employee overhead, and a relatively small initial investment, which makes it an excellent business invest-

ment for any entrepreneur, IPSO says.

And a vended laundry can be customized to accommodate almost any cultural and geographic factors, the company adds.

The display included eight of IPSO’s new HD softmount washer-extractors and three DR tumblers.

“At IPSO, we know our products work hard to get the job done and it’s important for customers to see that, too,” says John Balman, senior director of sales—Europe for Alliance Laundry Systems. “Having a fully operational coin store at Texcare gives us the opportunity to not only describe how a Laundromat works, but to actually allow our visitors to experience it.”

Another Alliance brand, Speed Queen, promoted its relaunch to the international market. Its various segments, including vended, multi-housing, on-premises and home, have been united under a single brand identity that includes a new look, feel and message platform focused on Speed Queen’s key attributes.

Maytag® Commercial Laundry successfully launched a new stack washer-dryer combo for the international export market.

“So far, it’s been very popular for both distributors as well as end-users,” says Craig Kirchner, director of global commercial

Maytag® Commercial Laundry launched a stack washerdryer combo for the export market. (Photo: Bruce Beggs)

Visitors to IPSO's booth at Texcare International were invited to test the features of its premium coin laundry equipment and learn about financial benefits.

laundry for Maytag. “We’re getting both in the booth to talk about it.”

There was a lot of interest from dealers and potential customers from Eastern Europe and the Middle East. “They’re interested in taking it on because there aren’t a lot of options out there, specifically in this smaller (8-10 kg) equipment. … I’ve talked to a lot of guys in Europe that are going to be putting those in coin laundry stores … because they don’t have as much space as the big Laundromats in the United States. These are perfect for that type of venue.”

Dexter Laundry is seeking to open up new international markets and used

it’s vital that a manufacturer have a reputable, reliable distributor network.

“Developing a distributor is a long-term process,” says Lee Wilson, director of international sales for Dexter. “It’s a partnership. It’s not something where we’re going to come in here and we’re just going to sign up a distributor. We’ve got to get to know them, they’ve got to get to know us.”

LG Electronics, which launched its card, coin and on-premise laundry equipment at last year’s Clean Show, exhibited at Texcare International for the first time.

Other exhibitors listed as offering coin laundry equipment included Fagor Industrial (Spain), Krebe-Tippo (Slovenia), Miele (Germany) and Renzacci (Italy). American Dryer Corp. and Pellerin Milnor Corp., which offer coin equipment among their product lines, exhibited but were not listed in the show guide under that category.

not reliable. Yourhoroscope.

Texcare International to introduce—or, for a number of attendees, reintroduce—its brand of coin and OPL laundry equipment, says Kevin Hietpas, Dexter’s vice president of sales and marketing.

“We’re very happy that customers seem to recognize us,” he says. ”They’ll comment, ‘Hey, we’ve heard of you. We’ve never seen you before.’ By reputation, they’re interested in hearing more.”

Dexter is active in Italy and is looking to become more active elsewhere. “We’ll follow up with a lot of potential opportunities from here,” Hietpas says. “Some will turn into customers immediately, others may turn into customers down the road. We’re trying to approach the show from a very long-term perspective.”

To be successful in international markets,

John Riddle, Riddle & Associates, and David Cotter, CEO of the Textile Care Allied Trades Association, manned a booth promoting next year’s Clean Show in New Orleans. “For us, we made a decision many years ago that the Clean Show was an integral part of the world community of laundry and dry cleaning,” says Riddle, whose firm has managed the Clean Show for nearly two decades. “The way you show that support is you come and participate in these types of events.

“We wanted to show support, we have a lot of American manufacturers here and we wanted them to know that we’re here. … Plus, it exposed the attendee, the operator, the dry cleaner, the coin wash dealer, in all these countries … to what the Clean Show really was.”

The makeup and design of the exhibit booths at Texcare varied widely, with smaller booths often filled to capacity with equipment or supplies. Some of the larger, more spacious booths housed multiple pieces of equipment, while others resembled cafés or even discos—one exhibitor had a disco ball hanging above its space.

There was certainly a social feel to the event. Dollies and carts carried in water, soda and spirits for each day’s guests, and many exhibitors served beer and food to attendees.

Texcare International registered a 3% increase in attendance from the previous show in 2008. Altogether, 15,800 trade visitors from 100 countries attended the trade fair. More than half of all visitors (52%) came from outside Germany. ■

LG exhibited its commercial laundry equipment at Texcare International for the first time. (Photo: Bruce Beggs)

(Photo: Bruce Beggs)

VENDING EQUIPMENT

VEND-RITE MFG. CO.

Vend-Rite’s Vision line offers Laundromat owners solutions to every vending need, the company says.

All venders feature a conveyor delivery system that maximizes product capacity. The system has the ability to vend items as small as a business card (such as Internet password cards) and as large as a 75-oz. bottle of detergent.

The Vision vender also delivers products by an elevator to a collection area.

The MDB wiring platform provides for multiple payment systems—coin, bill or card technology. The five-tube coin mechanism will accept nickels, dimes, quarters and dollar coins; the multidirectional bill acceptor will accept denominations of $1, $5 and $10.

Features include a continuous selfdiagnostic system, product dating, refrigeration check, accountability, and

OK MANUFACTURING

sales data. The machine’s illuminated front and hours of operation can be programmed, as well as an advertising panel on the delivery elevator. The modular design of the pre-wired shelves, motor assemblies and cabinet configuration offer flexibility to the Laundromat owner.

Drinks and snacks can be offered out of the same machine, and the configuration of the machine can be changed to meet customer needs.

New this year is the TAOS Vision, which is controlled by a credit-accepting unit that can operate up to four vending units. The TAOS can be ordered with or without refrigeration. The venders have bubble brand artwork on the fronts. The available side panel graphics, as shown, are optional. vendrite.com

800-777-1802

RPD CORP.

OK Manufacturing recently released a bulk redemption game called Splat Ball!

The game is a pinball-style game in which a player plays pinball with the 1-inch prize they can win. They also can win a second 1-inch prize. If a player is skilled enough, he or she can win a grand prize of a 2-inch-round prize such as a toy capsule or Super Ball.

Splat Ball! combines the fun of playing pinball with the excitement of winning a prize every time.

The machine has a small footprint and features colorful graphics, lighting and music.

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The LM18 high-security in-wall vender offered by RPD Corp. works well for Laundromats, the company says. The LM18 can be configured as a frontload or rear-load machine. It features 14-gauge stainless steel doors and frame, a built-in bill acceptor, an LED credit display, 18 selections with a 234-piece standard capacity, and MDB electronics.

SEAGA

Seaga offers coin-operated laundry business owners a wide variety of vending equipment, including snack, cold-drink and hot-drink dispensers, bill changers and more.

The mechanical SL1000 laundry supply vender features heavy-duty steel construction and a dual locking system for security. Selections can be priced individually and changed quickly due to the design of the coin mechanisms.

The SP range of vending equipment is available in fouror five-wide versions, ambient or refrigerated, and in a wide variety of configurations to vend the products that appeal to a Laundromat’s customers.

The machines offer energy-efficient LED lighting, vend sensor, and dual coils as standard components. seagamfg.com

815-297-9500

The weather report. not reliable.

FIRST PREFERENCE PRODUCTS CORP.

First Preference Products Corp. now offers the Model 224 vending machine for laundry supplies. The machine’s small footprint and low cost allow a Laundromat owner to place several in a store to merchandise vended products by point of use and product category.

Easy to load and maintain, the machine has product columns that are attached to the inside of the door and adjust to accommo-

date any vended laundry product, including laundry bags, the company says. The machine includes a separate locking coin box.

The large, front exterior panel is visible to customers at a distance, and the machine is entirely mechanical, no electricity is required for its use, and it includes high-security features at no additional cost.

vendpack.com

800-414-7964

Manage Your

Online Reputation

By Phillip M. Perry

People are talking about your business. Do you know what they’re saying?

The answer can spell the difference between success and failure. Positive reviews on Internet message boards help boost revenues and fatten your laundry’s bottom line. Negative reviews can spike your best business plans.

“People are increasingly putting reviews online as the Internet becomes more social,” says Daniel Burrus, a business consultant based in Hartland, Wis. “All of the reviews are in the cloud and available for anyone to read.”

And read they do: For many businesses, social media are quickly becoming the best sources of new customers. Just a few of the most popular sites are Yelp, Twitter, Angie’s List, Facebook, LinkedIn, and YouTube. A recent study from Harvard Business School revealed a direct correlation between star ratings on Yelp and revenues at a business.

Why the upturn? “Our main computing device is shifting from the laptop to the smart phone,” says Burrus. “And unlike our laptops, our smart phones are always with

us.” Smart phones are constantly getting faster at processing data. That helps people quickly post reports on their business experiences while searching for the most highly ranked providers of goods and services.

WATCH THE SITES

Watching for reviews about your laundry business on social media sites poses a challenge. Monitoring them all would take a lot of time, and time costs money.

What to do? Set up an automated search to alert you whenever your business is reviewed. “Google Alerts are easy and free,” says consultant Bob Phibbs, Coxsackie, N.Y. “You can create an alert that sends you an e-mail every time your business name is mentioned online.” If such alerts are too numerous, you can specify that Google send you a consolidated report once a day. (Google Alerts is at google.com/alerts).

You should also set up an alert in Twitter to let you know when your business is mentioned in a tweet. Twitter is especially important for your online reputation because people with smart phones use Twitter all the time. At least some of your

customers are most likely already using Twitter, and you want to pay attention to what they say. (For information, go to twitter.com/alerts.)

Bonus tip: Ask your customers what Internet sites they use to find businesses like yours.

RESPOND TO NEGATIVE REVIEWS

Every business will get some negative reviews. “People gripe for a lot of reasons,” says Phibbs. “Maybe they did not get waited on fast enough, or maybe a coupon expired and you didn’t honor it.”

When your business receives a negative review, it’s important to respond with an online message that prospective customers can see, says Phibbs. “Posting a response shows you are listening to your customers and taking action.”

Avoid impersonal or canned posts. Compose your posts in words that directly address the complaining customers’ concerns, suggests Phibbs. “Personalize your message with words such as ‘I own the business with my wife Mary and we are sorry to hear you had a bad experience.’”

Your responses should also note that you are attempting to improve whatever areas the customers found lacking (cleanliness, customer service, attendant friendliness,

Photo:©iStockphoto/Alex Slobodkin

Respond to reviews in productive way; arrange to receive alerts each time your store is mentioned in online posts

etc.). “Finally, invite the customer to contact you,” says Phibbs. “Include an e-mail address or phone number.”

Carefully written responses can turn a negative situation into a positive one. Paying attention to customers and taking action on complaints can build loyalty.

From time to time, you will run into a review that, while legitimate, comes from a customer who is simply being unreasonable. “You often have outliers on the negative side, because the unreasonable customer can be very vocal,” says Greg Sterling, a San Francisco-based Internet analyst.

“While most consumers are reasonable and will look at the consensus and not ascribe too much weight to a single negative review, it still has to be addressed,” says Sterling. Post a response that shows the importance you place on the area the customer has addressed. Emphasize that you

employee? “Have your lawyer contact the person to let them know they must cease and desist,” suggests Burrus. “Let them know they cannot smear a reputation without ramifications.”

The challenge is even greater for sites that allow anonymous postings. If a review is blatantly unfair, you can contact the site and ask that it be removed.

Finally, there are the gold diggers. “Some people will give you bad reviews in hope that you will contact them with deals such as half off a future purchase,” says Phibbs. Don’t take the bait. Instead, post a reasonable response that conveys the actions you are taking to provide quality service.

RESPOND TO POSITIVE REVIEWS

Your good business will likely get a lot of positive reports. “It is just as important to respond to good reports,” says Phibbs. A

tle more time and effort into managing your reputation. That’s where online reputation tracking services come in. “Most small businesses don’t know about the many online reputation tracking services, and just search their business names once in a while,” says Sterling. “Yet the specialized services can give you important information.”

You can have reviews sent to your mobile phone and have message threads with negative reviews tracked in real time. This can be particular helpful when damaging disputes break out about your business. In contrast, says Sterling, e-mails from Google Alerts do nothing more than inform you that a post has been made, and even that information arrives after a time lag.

Be aware that Yellow Pages and newspapers may include reputation-monitoring tools in advertising packages. That can reduce your costs considerably.

NewHuebsch laundry equipment.

intend to do better in the future.

Bonus tip: Look at negative reviews as informal customer surveys.

HANDLING ILLEGITIMATE REVIEWS

What do you do if you suspect a negative review has been posted by a competitor, or by a disgruntled former employee?

One thing not to do, says Burrus, is stir the pot. “Don’t create a fight and don’t incense people in ways that make them do more negative things.”

Stay positive, even in the face of unfair practices. “If the poster is a competitor, post some evidence to the contrary underneath what they wrote,” suggests Burrus. “You might say something like, ‘Here is a link to 50 customers who disagree with you.’”

And what if the poster is a former

simple “Thanks so much for the compliment” may do for a general report, but take time to address any specific topics the customer has mentioned. (It’s not necessary to respond to every favorable report once you start getting more than a handful).

Phibbs suggests printing good reports and posting them on the wall in your store, perhaps under a headline such as “Raving Fans of Our Business.” Copy them to your website and to your Facebook page as well.

Bonus tip: Don’t be afraid to ask people to post good reviews. But avoid offering rewards for doing so.

MONITOR YOUR REPUTATION

Google Alerts, as already mentioned, is a great service for getting a heads up on the lowdown. But you may want to invest a lit-

SUGGESTION BOX

Maybe reputation monitoring seems like more trouble than it’s worth. Keep in mind, though, that your business is at stake: More people than ever are turning to online reviews for help deciding what business to patronize.

Indeed, every online review site is a valuable suggestion box for your business. “There is a great deal you can learn from reviews,” says Sterling. “They can help you think of new products and services for your customers. Be open and embrace them.” ■

Award-winning journalist Phillip M. Perry has been widely published in the fields of business management, workplace psychology and employment law. He is based in New York City.

Managing People

Personality According to

For the owner of an attended laundry, their employees are among their most important assets. But all people have unique personalities, habits and motivations — they don’t always work well together or create the results that a business wants. The key to eliminating these problems is to understand the team’s personalities and manage every individual in the way that works best for them.

There is no cookie-cutter way of determining people’s personalities; you can only gain this insight by spending time with them, paying close attention to their habits, and asking them about their aspirations and preferences.

Here are some key considerations:

STRUCTURE

The amount and type of structure that an employee has in their day-to-day work is one of the biggest considerations. The scale ranges from those who want no guidance at all to those who enjoy being micro-managed (though most fall closer to the center of the spectrum).

Workers who are independent, responsible and good at managing their time usually don’t appreciate a lot of top-down structure and rigidity. They thrive in a position and work environment that are in constant flux and tend not to appreciate rigid dead-

lines, though they do hold goals in high regard.

Employees at the other extreme prefer to have every half-hour mapped out to make sure they stay on schedule, so leaving them to their own devices would result in anxiety, ineffective priorities and wasted time. They want stability, clear expectations and deadlines.

RESPONSIBILITY

Some people love to be in charge: they want complete ownership over their projects and are happy to delegate work. These “leaders” chafe under too many rules, structures and layers of authority.

Contrasting this are workers who don’t want to be responsible for anything at all, and don’t enjoy making decisions. These meeker types become anxious when they must take the blame (or credit) for a choice that they made, and are quite happy to be followers who do only the work assigned.

MOTIVATION

Discerning what somebody wants to get out of their job, and what drives them to perform and succeed, is challenging. People can be driven by a paycheck, recognition, status, desire for approval or simply sheer enthusiasm for the work. Some people simply want to get by, while others are driven to achieve ever more through hard work or

strategic thinking. A good business owner will discover what a person enjoys doing and what goals they strive for, and will seek a way to integrate these two elements while they are working in their laundry.

INTERPERSONAL RELATIONSHIPS

Individuals on their own are tricky to manage, but groups of people bring up whole new sets of challenges. Some employees are outgoing “people-persons” – confident, friendly, open and social. They can overpower meeker team members and always have something to say. Their contributions are valuable, but keep them in check so they don’t drown out all other voices.

Other employees are shy, reluctant, introverted and private. These workers should feel that they are accepted into the group even if they do not contribute as loudly or as often as others, and should not be put on the spot.

Finally, consider how your team handles conflict and stress. Some members may handle criticism, mistakes and disagreements well, without taking anything personally or feeling attacked. Others are more sensitive and may feel defensive or offended if they are called out or challenged. Handle conflict and problems with sensitivity and always remember that people have faults and make mistakes; it’s only human. ■

— GetSmarter

Photo:© iStockphoto/Kirsty Pargeter

DON’T MISS THESE UPCOMING EVENTS

JUNE 5-6 Super Laundry Spring Sales Events Linden, N.J. (5th) Info: 800-992-7269

Woodbury, N.Y. (6th) Info: 888-678-9274

7 Clean Designs Open House Denver Info: 800-444-4580

9 New England Coin Laundry

Summer Cookout Fall River, Mass. Info: 508-837-6514

12,14 Golden State Laundry Sys. Retool Seminars Los Angeles (12th) San Diego (14th) Info: 866-971-1010

13 Advantage Equipment Open House Akron, Ohio Info: 866-676-5079, x107

19 Electrolux/Wascomat Open House Emeryville, Calif. Info: 866-971-1010

20 Electrolux/Wascomat Open House East Elmhurst, N.Y. Info: 866-971-1010 Visit AmericanCoinOp.com

COLUMNISTS/FEATURES

•Energy Efficiency:Battle Against Rising Costs Often Starts with Equipment

•Expanding Your Business:How to Become a Multi-Store Owner

OUR

From AmericanLaundryNews.com:

•Swisher Hygiene Acquires Two More Linen Services Companies

From AmericanDrycleaner.com:

•Entrepreneur Mag Lists Several Drycleaning Franchises Among Annual Top 500

•Stain-Removal Problems in Common

TAKE A TUMBLE; RIDE THE WAVE

TUMBLER LINE WELCOMES NEW MODELS, MAKEOVER «

IPSO showcased several changes to its DR range of tumblers at Texcare International in Frankfurt, Germany. The new tumblers include the DR30, DR55S and DR445. The product features include axial airflow, which allows maximum airflow and less energy consumption, and a unique suspension system with bearings at the rear and rubber rolls with bearings at front. Additionally, the DR445 dryers can be stacked, resulting in double capacity in the same floor space that is ideal for vended laundries.

The DR55 and DR80 models have been renamed to the DR50 and DR75, respectively, for uniformity reasons. The tumblers have also been redesigned with a new look. The control panel and door hinges are now black to help make the tumbler range more complementary with IPSO’s current range of washer-extractors. Additionally, the door handles will feature a slightly different, more ergonomic shape.

NEWEST WIRELESS PAYMENT SYSTEM OFFERS FLEXIBILITY

The Heartland Payment Systems Micropayments division has launched the newest version of its WaveRider Laundry System, a wireless payments and account management solution.

Its card readers attach to washers and dryers, providing a quick, easy and secure payment process for patrons to pay using any major credit or debit card. WaveRider eliminates cash/coins and reliance on closed-loop laundry cards for consumers as well as cash-collection procedures for laundry service providers, Heartland says.

Incorporating PCI compliance standards that protect sensitive payment card data, the new WaveRider adds a series of enhancements for both service providers and consumers, the company says.

Laundry owners now have online TestVend Card Management tools that allow technicians to start laundry machines for troubleshooting and problem diagnosis. Owners can also track test-vend card usage and add/delete cards as necessary, plus perform remote software updates.

WaveRider is now mobile-optimized, providing enhanced smart phone/mobile functionality that allows customers to view the status of washers and dryers before visiting a store, and lets them receive text alerts when their laundry cycles are complete.

WaveRider supports coin and card operation on the same machine for operators who prefer it.

heartlandmicropayments.com | 800-332-4835

DISTRIBUTOR RELATIONSHIP ADVICE

Find some common ground and build a rapport that benefits you both

One of the pivotal relationships for your business is with your main distributor. Not only do you count on him to provide products and equipment in a timely, economical fashion, he can be your eyes and ears to the industry. He can be a sounding board as well as adviser. He can help you solve some sticky problems. He can help you run your marketing events. He can even point to good potential employees in the industry. The key is how you develop your distributor relationship.

Above all, be on good terms. Your distributor representative will be the contact person. Become his friend. Understand his needs. Relate to this individual as a person. This doesn’t mean that when John drops in, you take him out for lunch and treat him to a ball game, enjoying the beers and the woozy feeling you both share afterward. This means that you study the person, see what makes him tick, understand his inner needs, and develop strategies that enable the two of you to become friends.

This isn’t always the easiest thing in the world. You are two different people. One of you might be a quiet, selfcontained introvert and the other a booming extrovert.

One might hate politics while the other might think arguing about Democratic vs. Republican values is just about the best thing there is. Plus, there’s a bit of an inverse relationship. You both want to do business together, but one wants bottom prices and impossible service while the other wants higher prices and less-urgent service.

Even if the distributor is odd, unfriendly or slightly loopy, you must find a path to, if not friendship, toleration. You must overcome these obstacles, find common ground, and make that the basis of a friendship. At the very least, you have something in common—you are two individuals trying to make a living, often with families to support, and you both know that it is done through compromise. Certainly, that understanding can be a basis for a good relationship and mutual respect.

Rely on your distributor as a disseminator of industry information. Ask questions.

So what is XYZ doing?

Anyone placing any multiple-unit equipment orders?

Any newcomers entering the business?

What is happening with the manufacturer that is going bankrupt?

How do operators find business these days?

Is ABC’s kid taking over now with ABC being sick?

Have you seen a lot of price increases?

Such information helps you know what’s going in the industry, who’s doing what, and where the market is heading. Such knowledge helps you figure out where you are in the pack and where you might want to head in the future. For example, you wouldn’t raise prices if you didn’t know what others were doing, if for no other reason than you could prepare an explanation.

You never know when industry information is valuable. For instance, you might find out that XYZ recently had a store manager quit at the exact time you need someone to be your second-in-command. Perhaps this individual would be perfect for the job.

Or you might find out that XYZ is closing a store that borders your market. With such insider information, you can plan a marketing blitz on the north side to capture many of those customers.

Or you might learn that everyone is raising prices. That might clue you in that now would be a good time to follow the pack.

Photo:©iStockphoto/porcorex

Howard Scott

The distributor’s tip that XYZ is contemplating closing his operation could encourage you to expand your operation by taking over his location. Your distributor could fill you in on demographics, to see if you will acquire enough new business or will cut your current market reach in half.

Ask for advice when you have a problem. You feel your machine capacities aren’t perfectly aligned. Call up your distributor salesperson, lay out the problem, and see what he says. It doesn’t hurt to bounce problems off industry insiders.

One operator likes to make major decisions this way: “I get three or four insider opinions, and put them down on paper. Then I hole up with a pad of paper, and grapple with the problem, using the others’ opinions as guidance. Hopefully, I emerge with an answer. It might not be the answer a distributor gave me, but the distributor’s contribution helped me decide.”

If you are running an event, ask for assistance. Your distributor can provide marketing help, send pamphlets, and even appear as a personal emissary. If you want to design a mailer, send it to your distributor to review it. If you are considering replacing new equipment, ask the distributor for his suggestions. In other words, use the experience of an industry insider who has dealt with all sorts of situations. If you are attending a convention, ask the distributor if he can supply advanced info on show specials, which gives you time to do research.

Yet, don’t fall prey to becoming a dupe or a softie. You must still fight for the best deals, press for the lowest price, argue for favorable terms, and check invoices carefully for errors. You must become friends and be willing to seek help, while still acting as one tough customer. This is not an easy tightrope to traverse, but still you must walk it. In other words, never let friendship get in the way of driving a hard bargain.

One operator puts it this way: “I fight for every cent, then when I need the distributor, I ask for favors. When I sense reluctance or a bad attitude, I say, ‘Look, you and me are in this together. You want me to succeed. I know I’m being a tough SOB, but it’s necessary to run my business well. So, put up with my demands, and over time, you’ll receive the lion’s share of my business.’” Never be afraid to say, “I need you, Mike. And you need me. Let’s work it out.”

A distributor relationship is one of your most important associations. Make it work for you. ■

Howard Scott is a long-time business writer and small-business consultant. He has published four books.

SERVING THE LAUNDRY INDUSTRY SINCE 1997.

516-432-3834

REBUILT MACHINES

NO COMPETITOR GOES TO THE EXTENT WE DO TO REBUILD MACHINES!

* THIS IS OUR BUSINESS & OUR POLICY NEVER CHANGES!

* WE SELL OUR REBUILT MACHINES AT UNBEATABLE LOW PRICES.

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EQUIPMENT ORPHANAGE

**6 MONTH PARTS WARRANTY** INCLUDES FREE COIN BOX & EPHOTOS OF MACHINE WILL BE SENT PRIOR TO SHIPMENT

THERE ARE MANY INTERPRETATIONS OF THE WORD REBUILT—BE A SAVVY CONSUMER— TAKE THE TIME TO VISIT OUR WEBSITE @ www.nylaundry.com

VIEW THE ILLUSTRATIONS THAT WILL SHOW YOU THE WAY WE REBUILD MACHINES— THE RIGHT WAY!!

PARTS FACILITY DESIGN

Our Parts Department has thousands of products on over an acre lot. If we don’t have what you want, ask us, and we’ll find it for you.

From initial site inspections and recommendations to equipment purchase and installation, we are here to help with every aspect of your project.

We can help you with specifications, dimensions, illustrations of commercial and on-premise laundry equipment.

FINANCING

We are able to offer competitive rates and low, affordable monthly payments for financing coin laundry and laundromat facilities.

We have a coin laundry financing solution to meet the needs of new store owners, and veterans alike.

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VENDING MACHINE SALES—Nationwide. In business since 1960. Machines, coin changers, soap venders bulk. Place machines near your business & grow. 100% Financing. Call the rest, then call the best. Phone or Fax 800-211-1066, 800-917-VEND.

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We Now Accept All Major Credit Cards

LAKESIDE LAUNDRY EQUIPMENT EARNS TOP AWARD FROM MAYTAG

Lakeside Laundry Equipment, Cleveland, recently received this year’s Red Carpet Service® Excellence Award during Maytag® Commercial Laundry’s 54th Annual Meeting in Marco Island, Fla.

A longstanding tradition, the award is presented to a company that best exemplifies the excellent service and dependability characterized by the Maytag®Commercial Laundry brand.

Deborah Dower and her husband decided to open a Laundromat, she vowed to do whatever she could to help green the industry and preserve natural resources.

Recyclebank Account Manager Kevin Levy explains the concept. “It’s really pretty simple; once you have gone to our website and created an account, you select green actions you want to take— like pledging to use less energy, or recycling, or learning to live greener—and you get Recyclebank points for it.”

The points can be used for rewards at local and national retailers and online. In the case of Paradise Laundry, 50 reward points earns a $5 “wash club” card to be used toward wash, dry, or dropoff services.

GREAT LAKES COMMERCIAL SALES APPOINTED AUTHORIZED DISTRIBUTOR

Great Lakes Commercial Sales, based in Wisconsin, is now an authorized Electrolux and Wascomat distributor for coin and onpremise laundry equipment, Laundrylux announced.

Great Lakes Commercial Sales is a full-service company providing commercial and on-premise laundry equipment sales, service and parts to coin/self-service laundries, apartment complexes, and on-premise laundry facilities. The company also has offices in Michigan, Ohio, Indiana and Illinois.

“Although relatively new to the Red Carpet Service® Program, Lakeside Laundry Equipment went above and beyond the program’s requirements, hosting two service schools, a sales and service open house, and working closely with our service personnel,” says Bob English, general manager of global commercial laundry at Whirlpool Corp. “The company’s dedication to quality service, our brand and their customers is commendable.”

Award criteria include service response time, customer comments, loyalty and service etiquette, and a commitment to the company by continually engaging in Red Carpet Service® training courses.

“From the top down, our sales and service departments go to exceptional lengths to ensure customer satisfaction,” says Howard Shear, co-owner at Lakeside Laundry. “We see these same qualities in the Maytag brand and equipment, and we’re proud to be associated with a respected industry leader.”

Lakeside Laundry Equipment offers commercial laundry equipment for coin, multi-housing and on-premise laundry (OPL) applications, and has more than 50 years of combined experience.

CUSTOMERS CAN EARN FREE LAUNDRY SERVICES BY GOING GREEN

California-based Paradise Laundry is partnering with Recyclebank® to reward people for taking everyday green actions. Through the reward partner program, Paradise is giving away free laundry services.

A coin laundry uses water, natural gas and energy, so when

“We are pleased to welcome Dan Naumann and the Great Lakes team to the Electrolux and Wascomat distributor network,” says Laundrylux President Howard Herman. “After 20 years in the business, industry leader Great Lakes is a super addition to our family. Everyone at Laundrylux is looking forward to working with Great Lakes to further expand the business and our relationship.”

MOST HAVE A ‘DIRTY LAUNDRY’ SECRET, SURVEY SHOWS

Has anyone in your household ever worn a pair of socks more than once before washing them, or gone more than a month without changing their bed sheets? A national survey by Wisk® detergent reveals that four out of five people polled admitted to at least one dirty laundry secret.

Top common laundry behaviors included:

• Going more than a month without changing bed sheets; in fact, only half of consumers wash their sheets once a week.

• Taking dirty items out of the laundry basket to wear, with more women than men admitting to this activity.

• Nearly one in three women admit to wearing the same bra for several days in a row, while close to one in three men admit to having worn the same socks or underwear for several days.

Most people claim that they “just know” when an item needs to be washed—but what they may not know is that the average wash load contains 20 times more body oils and sweat than visible stains, Wisk says. It offers a new “Deep Clean” laundry detergent that seeks out and attacks trapped body oils and sweat.

The survey was conducted online during a one-week period in April and included a national probability sample of 1,000 U.S. adults (500 women and 500 men) ages 18-64. ■

(Front row, from left) Jean Brunner, Dennis Connelly, Fritz Maytag, Leon Shear, Howard Shear and Bob English; (back row, from left) Randy Karn, Bob Small, Steve Hietpas, Eric Mayers, Steve Parks, and The Maytag Repairman. (Photo: Maytag® Commercial Laundry)