INSIDE: JULY 2024
ABOVE: EXPO FEATURES THIS ISSUE’S DISPLAY ADVERTISERS
THE BENEFITS FROM GETTING TO KNOW YOUR CUSTOMERS
EVI INDUSTRIES ACQUIRES ANOTHER DISTRIBUTOR
(Cover image: iStock.com/LeksusTuss)
INSIDE
2024 EXHIBIT IN PRINT
Our featured exhibition returns for the first time in four years! The display advertisers of this month’s issue have set up “booths” to introduce themselves and acquaint readers with their products and services. Check them out on your own time and on your own termsthese industry leaders are available whenever you are.
OUR ‘TRADE SHOW’ IS A REAL PAGETURNER
No major U.S. industry shows coming up in the foreseeable future? Don’t fret! Our exclusive Exhibit in Print featuring this issue’s display advertisers will help fill the void.
COLUMNS
20 POINTERS FROM PAULIE B: THE BENEFITS FROM GETTING TO KNOW YOUR CUSTOMERS
Whichever side of the fence you’re on about engaging with customers, retired multistore owner Paul Russo says there are positive effects from making the effort: “The better you understand why your customers choose your mat, the better you’ll be able to serve them.”
DID YOU KNOW...
American Coin-Op has released podcast episodes on a variety of industry-related topics? Give one a listen at AmericanCoinOp. com/podcasts.
VIEWPOINT
NO REGISTRATION NECESSARY
Bruce Beggs
You may not have realized this but your registration for our Exhibit in Print has already been arranged.
“What’s the Exhibit in Print?” you may be asking.
The U.S.-based Clean Show is the largest trade show for the textile care industry; I hope you’ve had the opportunity to attend. Some years ago, when it was held on an every-other-year schedule, our publishing company created the Exhibit in Print for those years when there would be no Clean. It filled the void left when there was no major U.S. textile care show on that year’s docket.
And so it continues with the 2024 edition (our first in four years). The businesses that support this publication through their display advertising have set up “booths” to acquaint you with their products and services.
Unlike a live trade show, there’s no deadline for our “exhibitors” to start packing up their things. The ceremonial ribbon has been cut to open a show floor that will never close.
Without leaving the comfort of your store or your home, you can discover valuable tools and resources. The contact information for each exhibitor is on display, and some have even placed QR codes in their booths to make it easier for you to visit their website or targeted webpages.
Make your way to the show floor and have a look around, won’t you?
You’ll find the entrance on page 6.
Bruce Beggs Editorial Director
EDITORIAL
Charles Thompson, Publisher
Bruce Beggs, Editorial Director
E-mail: bbeggs@ATMags.com Phone: 312-361-1683
Mathew Pawlak, Production Manager
Nathan Frerichs, Digital Media Director
E-mail: nfrerichs@ATMags.com Phone: 312-361-1681
ADVISORY BOARD
Douglas Pratt Michael Schantz
Tony Regan Matt Simmons
Sharon Sager
ADVERTISING
Linda Lee, National Sales Manager
E-mail: Linda@ATMags.com Phone: 218-310-6838 or 312-361-1682
OFFICE INFORMATION
Main: 312-361-1700
SUBSCRIPTIONS
847-504-8175
ACO@Omeda.com www.AmericanCoinOp.com
Published by American Trade Magazines LLC, 650 West Lake Street, Suite 320, 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., 125 Schelter Rd., #350, Lincolnshire, IL 60069-3666. Volume 65, number 7. Editorial, executive and advertising offices are at 650 West Lake Street, Suite 320, 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. The publisher reserves the right to reject any advertising for any reason.
© Copyright AMERICAN TRADE MAGAZINES LLC, 2024. Printed in U.S.A. No part of this publication may be transmitted or reproduced in any form, electronic or mechanical, without written permission from the publisher or his representative. American Coin-Op does not endorse, recommend or guarantee any article, product, service or information found within. Opinions expressed are those of the writers and do not necessarily reflect the views of American Coin-Op or its staff. While precautions have been taken to ensure the accuracy of the magazine’s contents at time of publication, neither the editors, publishers nor its agents can accept responsibility for damages or injury which may arise therefrom.
EXHIBIT IN PRINT
WEi P
ith no major textile care trade show on the U.S. docket this year, American Coin-Op decided to host its very own!
MONARCH COIN & SECURITY
The magazine is happy to present the Exhibit in Print in this month’s issue. This “trade show you can put in your pocket” has many of the benefits of a live show, allowing laundry owners like you to peruse the “booths” of manufacturers and suppliers and check out their latest products and services on your terms and in your own time.
All of the “booth” articles have been submitted by the exhibiting companies, this issue’s display advertisers. Any claims made in Exhibit in Print are those of the participants, not American Coin-Op. It’s time to hit the floor!
Monarch Coin & Security Inc. is a family-owned and -operated business established in 1903. It specializes in replacement coin boxes, coin/token slides, locks/ keys and other accessories. It offers full body guards and coin box guards for security, coin/token-operated bathroom door locks, and coin/ token-operated meters for showers, lights and other applications.
Being around for over 120 years, the company has weathered many storms during its history. But one thing that has never changed is its customer service. Monarch Coin & Security will work with you to find which product will best serve your needs.
monarchcoin.com
LAUNDRY CONCEPTS
For over 25 years, Laundry Concepts has been the trusted resource for both industry veterans and new investors in Chicagoland. Laundry Concepts represents Huebsch and Continental Girbau vended laundromat equipment in the region, offering ultra-efficient and reliable equipment to develop unique and highly profitable laundromats.
Laundry Concepts’ exclusive collaboration with CCI provides innovative products like LaundryCard, FasCard, and the FLEX payment system, offering customers multiple payment options and giving owners extensive management capabilities and marketing features. Laundry Concepts says it supplies the industry’s finest products to build and sustain a successful laundry business.
The parts department at Laundry Concepts ensures competitive pricing and same-day shipping on many items, available 24/7 online at LCParts.com. Professionally trained service technicians are ready to efficiently complete repairs and get equipment back up and running.
As a family-owned and operated business, Laundry Concepts values and nurtures relationships with every phone call, email, and walk-in guest.
800-462-9460
CURBSIDE LAUNDRIES
Curbside Laundries says it is the only wash and fold and pickup and delivery laundromat software made by laundromat owners. It knows what works because its owners lived it every day, just like you. They combine the benefits of technology with the power of experience to achieve a singular goal: helping laundromat owners like you make more money.
Features include:
• In-store Wash and Fold POS
• Route Optimization
• Laundry Pickup and Delivery Software
• Commercial Invoicing — Curbside’s software creates the invoices for you, automatically sends them out to your customers, and can collect payments, too. There is powerful customer configuration for each client.
• Multiple-Location Support — Manage all of your laundromats’ wash and fold business from a single device and franchise support.
• Laundromat Website — High-quality, top-performing site that is designed to rank.
• Text Message Marketing Module
• Robust Reporting
• DoorDash Integration, and
• Return on Ad Spend Reports.
curbsidelaundries.com 562-533-0053
EXHIBIT IN PRINT
SUPERIOR LAUNDRY EQUIPMENT
Superior Laundry Equipment is a commercial laundry equipment sales and service company, widely recognized for prompt, reliable and cost-effective industry solutions for laundromats, hotel chains, residential buildings, restaurants, nursing homes and other facilities.
Its main headquarters located in Brooklyn, New York, houses a 40,000-square-foot storage warehouse as well as a showroom, executive and sales offices, a parts department, and reconditioning department.
Superior also has additional facilities in New Jersey and Pennsylvania and services all of New Jersey and Delaware, and parts of Maryland, Eastern Pennsylvania and Northeast New York.
The business is a full-service dealer for Maytag Commercial Laundry, American Dryer Corp., Domus, Laundroworks, ESD, CCI, American Changer, R&B Wire Products and others offering sales of new equipment, service and parts.
Superior employs over 50 workers, including technicians, sales and real estate professionals, and administrative support staff.
Among its services are laundry facility allocation, layout and design; equipment recommendations and comparisons; construction and installation; tune-up/start-up of equipment and card systems; and financing. Superior also has an in-house business brokerage department.
The company believes its greatest advantage in its competitive region is that it also sells used and reconditioned machines worldwide and can offer customers interested in new equipment a competitive trade-in discount for their old washers and dryers as credit toward their new purchase.
Superior also manages several company-owned New York City laundromats, which it says provides it with an amazing perspective and insider look into the industry.
superior-laundry.com
718-871-7545
LAUNDRYPARTS.COM
LaundryParts.com has grown to become one of the largest parts distributors around, the company says, supplying replacement laundry parts needed to keep coin laundry machines running at peak efficiency.
Stocking many coin-op, commercial, OPL and domestic lines of washer and dryer replacement parts and accessories allows LaundryParts.com to offer a wide range of parts at discount pricing … and direct to the customer’s door!
LaundryParts.com is a 24/7 marketplace for washer and dryer parts and all brands of commercial laundry parts. The newly updated online store offers deep discounts on commercial laundry parts from drain valves to water valves and more, the business says.
LaundryParts.com strives to supply each customer the right laundry part to get their broken machines fixed and making money again as quickly as possible. In addition to laundromat discounts, there are several shipping options available like Next Day and 2nd Day Air, plus there is a limited free-shipping promotion available for certain items. If you don’t find what you’re looking for on the LaundryParts.com website, be sure to call the number below for assistance.
laundryparts.com
877-630-7278
A C POWER CO.
A C Power Co. is a family-owned and -operated commercial laundry business based in the greater Philadelphia area.
It distributes Electrolux and Wascomat commercial laundry equipment and genuine replacement parts, and has over 45 years of experience in building and supporting coin/card and on-premises laundry operations throughout Pennsylvania, New Jersey, Delaware and Maryland.
It builds laundromats from the ground up with its customers. These laundromats have set new standards for energy efficiency, A C Power says, adding that it believes its customers are the most successful in the industry.
A C Power counts its sales, parts, service and installation technicians among the best in the business. The company is built on good customer service, so A C Power believes a happy, prosperous customer is its best advertisement.
A C Power values your business and promises to work hard to provide you with the very best laundry solutions for years to come.
acpowerco.com
800-362-1900
EXHIBIT IN PRINT
DT EQUIPMENT
A family-owned and -operated full-service commercial laundry equipment distributor in Chicago, DT Equipment was founded by Don Tomasian Sr., son Don Tomasian Jr. and daughter Tammy Papazian. Tomasian Sr. is well-known as the founder of D & M Equipment, established in 1965. He has been recognized for building the most successful and largest mega-laundromats in the United States, earning sales awards annually, DT Equipment says.
Building on decades of hard work and a solid reputation, DT Equipment achieved a multimillion-dollar sales award in its first year, just months after launching, the company says. It attributes this success to the unwavering support and loyalty from its decades-long customers, toplevel service technicians, strong vendor relationships, and a dedicated team of employees.
DT Equipment owes its success to its commitment to integrity, extensive industry knowledge, and excellence in customer service. The company offers comprehensive solutions for laundromat owners, including but not limited to stateof-the-art Dexter vended laundry equipment, installation, retooling/ remodeling, store layout/design, financing, laundromat brokering, parts, and service.
In addition to being a Dexter Authorized Distributor, DT Equipment is also an authorized distributor for Lochinvar hot water heating systems, Standard Change-Makers, Laundroworks card systems, R&B Wire Products, Sol-O-matic (by CACO Mfg.), Vend-Rite vending machines, Greenwald, and more.
DT Equipment thanks its customers for considering it to be a trusted partner in the commercial laundry business, and it is dedicated to continuing its legacy of excellence and innovation in the laundry industry. dteci.com
773-337-8400
EASTERN FUNDING
CARD CONCEPTS INC. (CCI)
CCI says it’s thrilled to introduce its latest innovation: completely contactless loyalty card payment with FLEX RF!
Setting the standard as the market’s most user-friendly and versatile contactless system, FLEX RF will revolutionize the way you manage your laundromat, the company says.
Say goodbye to coins and embrace efficiency with the competitively priced FLEX RF System. The robust, contactless solution offers everything from enhanced payment capabilities to advanced monitoring of machines, service, and attendant activity.
While contactless payment isn’t new to the laundromat industry, CCI says the FLEX RF system distinguishes itself with a range of features designed to enhance efficiency and customer satisfaction:
• Simple Contactless Payment — Simple, fast, single “Tap-toPay,” with no special positioning or multiple taps required.
• Enhanced Loyalty Programs — Give enticing rewards and incentives to loyal customers.
• Superior User Experience — Offers laundromat owners and customers a hassle-free experience.
Eastern Funding is a specialty financial lender to vended laundries, offering financing solutions for all phases of the laundromat business, including:
• New laundromat development
• Acquisitions of existing laundries
• Laundromat equipment retools
• Commercial real estate/SBA 504 loans
• Commercial laundry equipment
XPRESS-APP is a fast financing program from Eastern Funding designed to streamline and expedite the application and approval process for new vended laundry equipment financing. It offers:
• Simplified loan requirements for vended laundry equipment purchases;
• Straightforward, no-hassle financing for new vended laundry equipment purchases up to $500,000 (terms and conditions apply);
• A one-page credit application form that is easy to complete; and
• A response to your credit application in as little as 24 business hours.
• Chargeback Protection — LaundryGuard provided by Paystri.
With the launch of the enhanced FLEX RF Contactless Payment System, CCI says it reaffirms its position as the leader in laundromat technology. Laundromat owners can now benefit from a contactless payment solution that surpasses industry standards and exceeds expectations.
All CCI products are expertly designed, meticulously built, and fully supported in the USA, the company adds.
To learn more about the FLEX RF system and its advantages, visit the website, email sales@laundrycard.com, or contact CCI at the number below.
laundrycard.com/flex-rf
866-860-1660
Since its inception in 1997, Eastern Funding has financed more than $3 billion in projects, including new equipment purchases, store acquisitions, and commercial real estate transactions.
The company’s mission is to be the lender of choice for business owners by providing innovative financing with expert industry knowledge and an extraordinary customer experience while having a positive impact on the lives of its diverse employees and communities.
Visit Eastern’s website or call the number below to learn more about its laundry financing solutions.
Scan the QR code to download a free laundromat acquisition financing checklist.
easternfunding.com/laundry 877-819-1764
Accepts EMV credit cards, Visa, American Express, Master Card, Discover, Samsung Pay, Apple Pay and your contactless Loyalty Cards
Add value by cash
Special Promotion on Loyalty Cardscontact us!
Available languages: English, Spanish, German, Italian, French, Portuguese, Russian, Mandarin, Korean, and all others
ESD® Distributor or e-mail us at:
sales@esdcard.com • www.esdcard.com 215-628-0860 • Fax: 215-643-4623
IN PRINT
SETOMATIC SYSTEMS
Setomatic Systems-SpyderWash is celebrating its 56th year in business. As one of the oldest companies in the commercial laundry space, it has been responsible for many payment innovations throughout its history.
It introduced the first credit card system to the laundry market, as well as the first wireless, cloud-based system. SpyderWash is not only a highly advanced payment system, but a full management back-end solution to give the laundry owner all the tools needed to be successful.
Whether you want a hybrid system that also accepts coins, or a “modern day” card-only store, SpyderWash offers both options. With the traditional card system, you are forcing all customers into buying a loyalty card, the company says. With the SpyderWash
“modern day” card-only system, your customers can choose if they want to use a loyalty card, credit/debit card or Apple/ Google Pay directly on the washer/dryer. The easier it is for your customer to pay, the more loyalty your customers will have to your laundry.
With SpyderWash, you can even set up loyalty programs using the customer’s own credit/debit card with no registration required. Want to set up a free wash program? Or a free dry program based on washer usage? No problem! Cellular backup is also available in case of internet outages.
Setomatic-SpyderWash proudly makes all of its control boards in the United States. Its entire focus is on laundry payments, and it can be counted on as a reliable partner for decades to come.
DOMINIC’S TOUCHPADS/ AMERICAN SWITCH
Your washers and dryers will look new again and see their downtime reduced with the NewButton™ overlay from Dominic’s™ TouchPads. Dominic’s has been making touchpads for over 20 years, and its newest part will save you time and money, the company says.
When the original overlay—front cover, label, or decal of the touchpad—cracks, breaks, and buttons fall out (pictured at right as “Before”), it’s unsightly. It also causes customer confusion and leaves the membrane switch behind it vulnerable to damage. When it fails, your machine is out of order, too.
The NewButtonoverlay goes right on top of the original, restoring it with just a wipe, peel
and stick (pictured at left as “After”). It eliminates the need to replace the entire overlay just because the buttons are broken.
In minutes, your washer or dryer overlay goes from cracked, broken and shabby to new, clean and shiny.
“They work great and fit perfectly,” says laundromat owner Marge Bauer of Imperial, Pennsylvania. “Love it!”
The NewButton overlays come in a complete PadPatch™ overlay repair kit that includes alcohol pads for cleaning the original overlay, fillers for gaps left by missing buttons, free phone support, and a lifetime warranty. The high-tech construction is impervious to hot water, soap and chemicals, and the industrial adhesive makes it permanent.
New overlays are being added all the time. Call, text or email domstouchpads@ gmail.com with questions or to request a free sample. domstouchpads.com/newbutton
EXHIBIT IN PRINT
SUDSY VENDING SUPPLIES
Since its humble beginnings in a two-car garage in 1959, Sudsy Vending Supplies has been dedicated to supplying customers with everything inside a laundromat—from the wax on the floor to the bulbs in the ceiling— to help their business run smoothly. Sudsy tries to stock the items it sells so they are ready for fast delivery.
It’s a full-line distributor for Procter & Gamble; Standard Change-Makers and American Changer machines; R&B Wire laundry carts; Vend-Rite venders; and many more laundry products.
Sudsy’s courteous and knowledgeable staff is always available to answer laundry, fluff-and-fold or vended product questions, and the updated Sudsy.com website is open for online orders 24/7.
Having done business with coin laundries throughout the U.S. since the 1950s, it’s Sudsy’s sincere hope to not only serve your laundry business as a supplier but as a friend. From its knowledgeable, courteous staff and its shipping and delivery service with trucks ready to deliver locally in the Southern California market, Sudsy has things covered. The company compiles pallet loads, Next Day and 2nd Day Air to find the right delivery method for its customers.
It stocks products in order to satisfy customer demand, usually shipping same day.
Sudsy stands ready to earn your business and to serve you.
sudsy.com
800-640-7772
ESD
ESD says it has been supplying the vended laundry industry with the most technologically advanced payment systems since its founding in 1969. The vertical coin slide revolutionized laundry payment capabilities and this led to the development and market debut of multiple electronic payment systems, including the acceptance of store-branded loyalty cards, credit/debit cards and a smartphone app.
The Micro Payment Center is ESD’s newest product to be marketed to card store owners. The acceptance of cash payments, and the dispensing of the store-branded contactless loyalty cards, are complemented by the cashless payment capabilities the Value Transfer Machine offers.
The encrypted terminal is certified for EMV credit and debit card (embedded chip) acceptance, which provides the highest level of liability protection. The terminal has Near Field Communication (NFC) capability, which provides for EMV contactless credit/debit card acceptance, in addition to taking all mobile wallet payment methods such as Apple Pay, Samsung Pay and Android Pay. Electronic Benefit Transfer (EBT) cards are also supported as a means of payment.
The Micro Payment Center can be utilized with ESD’s Edge contactless card payment platform, which uses a secured Wi-Fi network for all card reader communication. The cloud-hosted system provides for the acceptance of a contactless loyalty card directly at each machine, and supports ESD’s CyclePay App. The Mylaundrylink.com website allows the owner to manage machines, locations, customers and attendants, and the suite of reports provided covers all payment methods accepted. esdcard.com 800-523-1510
B&C TECHNOLOGIES
A family-owned company based in Panama City Beach, Florida, B&C Technologies manufactures a full line of commercial, industrial, and vended laundry equipment in capacities from 22 to 485 pounds. Featuring washers, dryers, ironers and a wide range of finishing equipment, its durable yet affordable machines have been in operation worldwide for over 25 years.
After years of research and development, B&C announces its HX Family — a washer uniquely tailored for onpremise and vended laundries. Through innovative engineering and design, B&C says it was able to develop an ergonomic, water-saving, and sustainable washer.
All designs and stress analyses were made using its advanced 3-D, computer-aided design system, the details studied to boost performance and longevity.
The microprocessor controls provide flexibility and ease of use. The unique bearing and seal design enables the seals to be placed outside the bearing housing, meaning the wash solution can never enter the bearings. Service is simple: the bearing housing assembly can be removed without disassembling the machine, while the drain valve and other components are also easy to service.
The 5-degree lean back and ergonomic machine design saves water, plus makes loading, unloading and operation simple. Four corner posts offer extreme cabinet stability and reduce vibration.
B&C washers intentionally use fewer parts than comparable machines, the company says. Along with exceptional machine performance, B&C’s extensive and experienced service and parts personnel are available to assist, with most parts shipping the same day. bandctech.com 850-249-2222
LAUNDRY LOCKERS
Laundry Lockers LLC introduced furniture-grade laundry lockers to the market in early 2024 as a vehicle to capitalize on the wash-dry-fold/pickup and delivery market.
Its cloud-based app offers the laundry owner real-time data at each of their locker locations. This locker system allows the owner to expand their demographics outside of their established walk-in clientele with offsite locations and help realize the lost WDF revenue during their unattended hours with onsite lockers.
Laundry Lockers was developed by High Mark Manufacturing, an industry leader in the bulkhead, furniture and drain trough sector. Designed with the same attention to detail and customer service brought on by 20plus years of laundry experience, the locker system is built for the abuse the laundromat can dish out and is offered in a wide range of colors and laminate styles to match any marketing scheme or décor.
The lockers are designed to be configurable to adapt to any need that may arise. The customer can add, subtract, or move the entire locker bank to suit the market needs. Locker towers are offered in two different configurations: the WDF configuration for the traditional fluff-and-fold service, and a hanging configuration to allow return of laundry or dry cleaning on hangers.
Laundry Lockers is so confident in its system that it offers a five-year warranty on the lockers. If you’re ready to take the next step into the WDF arena, reach out to schedule a demo.
EXHIBIT IN PRINT
VENDRITE MANUFACTURING CO.
Vend-Rite has been supplying vending equipment to the coin laundry industry since 1953, manufacturing venders designed to dispense single-load or coin-vend laundry products. It has machines that can vend anything from a single-load vend box up to a 75-ounce bottle of detergent or bags of laundry pods, eliminating the need for over-the-counter (OTC) sales. Other machines vend drinks, candy, snacks, even fruits and sandwiches. It has also developed drop-off laundry items and coin laundry signage, and distributes coin-vend single-load laundry products.
The VendMaster 120nb is a four-column electronic vender expandable to 8 or 12 columns. The MDB platform allows for multi-pricing and easy connectivity to any coin, bill acceptor or card reader system, Vend-Rite says.
Self-diagnostics assist in identifying and resetting a troubled vend. Reliable optic sensors approve coin acceptance, determine product availability, and confirm delivery.
The product selection buttons illuminate when product is available, blink while vending, and go dark when the column is empty. The large blue LED display is easy to read and scrolls a friendly, informative message when the vender is idle.
The all-steel welded cabinets and internal components are powdercoated for superior finish and durability. The three-point locking system and locked cash box provide security. Pedestal bases and security guards are available for all three models.
Vend-Rite says its Vision vender has helped many store owners convert from OTC sales to vended sales. Laundry detergents, fabric softeners, dryer sheets, custom-printed nylon laundry bags, lint rollers, even hangers can be dispensed, eliminating the typical “retail” exchange.
GOLD COIN LAUNDRY EQUIPMENT
Gold Coin Laundry Equipment Inc. is a longtime (37 years) Dexter distributor located in Jamaica, New York. It has held Dexter’s title of top distributor in the East for 15 straight years and in 2023 received the manufacturer’s highest honor: Distributor of the Year.
Gold Coin’s 13,000-square-foot facility contains an interactive sales floor. Customers can see the full line of equipment that Gold Coin carries in a working environment. Demonstrations on Dexter 100G and 200G washers show potential buyers the differences between the two lines. Both DexterLive and Laundroworks systems are available to try out. Customers can interact with most Vend-Rite and Standard Change-Maker lines. A working NATCO wall-mounted water heater is also on display.
Gold Coin handles the Dexter line in a territory stretching from New York City east to the tip of Long Island, north into parts of upstate New York and western Connecticut, and south and west into the northern half of New Jersey.
Along with selling/servicing equipment in these territories, Gold Coin says it is Dexter’s largest parts distributor. It has a large inventory, and the staff is experienced and knowledgeable. Parts are priced competitively and shipped worldwide quickly.
Gold Coin has a free, easy-to-use app available at both Apple and Google Play stores.
Customers look forward to the company’s Founder Day’s Sale in the fall; watch American Coin-Op and Gold Coin’s website for announcements. Those interested may be added to the Gold Coin email list by writing to info@goldcoinlaundry.com or by calling the number below.
POINTERS FROM PAULIE B
THE BENEFITS OF GETTING TO KNOW YOUR CUSTOMERS
Paul Russo
I
s it necessary to get to know your customers? Some say yes, some say no. So, what are the positive effects of knowing your customers?
The first is that some of them will give you important feedback. The better you understand why your customers choose your mat, the better you’ll be able to serve them. A large part of understanding your customers can come from simply striking up conversations with them.
For instance, you may discover that retirees are coming on your busy Saturdays and Sundays simply because they’ve done it most of their lives. If you find enough of that, you may want to offer seniors a weekday discount.
Or, customers may wish you would install some outlets so they can charge their phones, or add more folding space or seating. You won’t really know for sure unless you ask.
And, yes, they will often tell you negative things. As a dynamic business owner, it’s important to be enlightened by what may be turning off customers so you can correct it.
I always told my crews to look at a complaint as a good thing! It’s an opportunity to make your mat better, and if you’re not on a friendly basis with your customers, you may never know all the negatives of your mat. Many unhappy customers will just not say anything and never come back.
Second is the rewards of friendly encounters: loyalty, word-of-mouth recommendations, and a positive experience for both you and your customers. I can’t tell you how many customers over the years bought me a cup of coffee after we got to know each other.
I enjoyed engaging them in friendly conversation: “Can you tell me one thing you like about my laundromat, and
one thing you don’t like?” Do this with enough customers and you’ll learn a lot!
WEIGHING THE GOOD AND THE BAD
But customer interactions can go both ways.
Of course, you don’t really have to get to know your customers, at least not on too personal of a level. And there is a downside, especially for “big city” mat owners.
You may want to know them, but do you want them to know you? I chose to never let them—or by proxy, my employees—know too much about my personal life. Thought it was risky.
Unattended mat owners and laundry room operators are in and out, and many customers never meet them. For most mat owners, some people will eventually get to know you.
No matter how often you’re there or not, you’ll always be the laundromat guy/gal in their eyes. I think many see you as the “rich laundromat owner.” If you’re in a high-crime neighborhood, that could be a problem.
Depending who your customer is, engaging them could be good or bad, depending on whether they are mostly honest and congenial or angry and combative. My advice is to always be friendly and nice.
But getting friendly with someone can get you robbed if you reveal too much.
Every market is different. I operated in New York City for 41 years and saw and experienced many crimes. Always remember, this is a cash business, which basically puts a target on your back (unless you’ve switched to cashless). Even the bad guys do laundry, so watch out for who’s watching you.
I like how some stores are being built so the owner can enter through a back door, collect the money from the rear loaders, and then discreetly leave.
Of course, there are many good customers you are happy to see, even in high-crime neighborhoods. They’re happy, friendly, and might even pick up a rag and help you clean a few machines. Some of them will even look out for your business when you aren’t there.
Regulars come in every week with loads of neighborhood gossip, just wanting to have a friendly conversation or lean on a sympathetic shoulder. It’s what I call the Bartender Effect.
Barbers and hair stylists know this very well. Have you noticed that they’ll ask you a couple of questions and let you do most of the talking? There’s something else: customers love to
watch you work! They feel good knowing that you’re taking good care of “their” laundromat. Seems like I had more conversations while working on my machines than any other time.
TIPS FOR BETTER CUSTOMER RELATIONS
I picked up some tips about customer relations over the years that I’d like to share:
Learn Some of Their Language — This can work wonders with breaking down ethnic walls. People appreciate if you can say even a couple words in their language. It’s a friendly sign of respect.
In one of my mats, I learned a number of words, such as how to say hello, thank you, and even how to count money ... in Chinese! When I first opened that mat, Asian customers wouldn’t even look at me. Later, one of my Chinese employees taught me these words.
She also told me that they would quietly ask her how I was as a boss. Luckily, she told them I was fine and that she was very happy to work for me. This really helped, because then they would greet me with a smile.
If you’re able to, employ some people who
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NEWSMAKERS
CURBSIDE LAUNDRIES, THE LAUNDRY BOSS INK STRATEGIC PARTNERSHIP
Curbside Laundries, a California-based provider of point of sale and wash-dry-fold pickup and delivery solutions, and The Laundry Boss, a Pennsylvania-based company focused on payment systems, data intelligence and laundromat management, report they have entered into a strategic partnership.
The collaboration aims to provide an “unparalleled service offering” that combines the strengths of both companies to deliver seamless, efficient and innovative solutions to laundromats and their customers, the two announced in a press release. Terms of the partnership were not released.
It will integrate Curbside’s Point of Sale and Wash Dry Fold systems with The Laundry Boss’ payment and control systems to ensure a seamless operation and enhanced service offerings for laundromats, the companies say.
Both will collaboratively engage in sales and marketing efforts to promote the combined service to new and existing customers, leveraging their respective strengths to maximize reach and effectiveness.
EVI INDUSTRIES ACQUIRES ED BROWN DISTRIBUTORS
Miami-based EVI Industries Inc. (EVI) reports it has completed its acquisition of Dallas-based Ed Brown Distributors, a distributor of commercial laundry products and a provider of installation and maintenance services to the on-premise and vended laundry segments of the commercial laundry industry.
Consideration for the purchase of Ed Brown was paid in cash; the amount was not disclosed.
“With the acquisition of Ed Brown, we add a team of experienced sales
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reflect the ethnic and racial backgrounds of the neighborhood at large (without excluding other races, obviously).
People generally tend to be more comfortable with an employee they can relate to, especially if they speak the same language or come from the same country.
Present an Unexpected Freebie — There’s nothing like a surprise freebie every now and then to break down barriers.
Strike up a short conversation with a customer you’ve seen several times, thank them for their loyalty and give them something—a nylon bag, a free wash, or whatever you want—as a token of your appreciation. This unexpected act of gratitude will put a smile on their face and go a long way.
Try Using a “Stage Name” — I learned this trick a long time ago from a successful retailer. (And it tracks back to what I said about not revealing too much personal info.)
My real name is Paul. My employees knew that but I asked them to address me as “Frank” in front of customers. That way, they were wise to the claim if someone approached them and
and service personnel and new product representations that combined are important to achieving our growth objectives in the central region of the United States,” says Henry M. Nahmad, EVI’s chairman and CEO. “As is customary, the company will operate under its existing name and with its current team to provide continuity to customers, employees, and vendor partners.”
Ed Brown Distributors employs a workforce of 28 — led by President Gary Brown and Vice President Steve Brown — in serving customers in North Texas, Oklahoma and Arkansas, according to its company website.
PELLERIN MILNOR CORP. HONORS ITS TOP DEALERS FOR 2023
Laundry equipment maker Pellerin Milnor Corp. recently honored its top dealers for 2023, proclaiming Pellerin Laundry Machinery its No. 1 performer.
“We applaud Pellerin Laundry Machinery for their exceptional performance and dedication to delivering industry-leading solutions and service to their customers,” says Rick Kelly, vice president, Sales & Marketing at Milnor. “Their consistent excellence has solidified their position as a leading distributor in the industry, and we are thrilled to celebrate their success.”
Pellerin Laundry Machinery’s leadership in Milnor sales for 2023 highlights its dedication to the industry—from the entire company, including sales, service, management and all supporting personnel—and unwavering commitment to its customers, the manufacturer adds.
Completing the list of top Milnor dealers for 2023 in order of performance are PAC Industries, Harrisburg, Pa.; Steiner-Atlantic Corp., Miami Gardens, Fla.; TLC Tri-State Laundry Companies, Valdosta, Ga.; and Western State Design, Hayward, Calif.
said, “Frank said you need to give me three free washes the next time I came in.”
Pay Attention to Customer Reviews — Do you read all your online reviews on a regular basis? You should. People who are afraid to complain in person may be much more forthcoming in an anonymous review. If you get a bad review, you want to address it ASAP, and make it right.
Your Surveillance System Can Assist with Customer Relations — As you monitor your cameras, you may occasionally discover certain customers with routinely hurtful behavior, but how do you know what happened since you can’t be constantly checking?
If you have some customers who you’re friendly with, they may alert you to something that happened in the mat, which you can confirm through your surveillance.
Float a Survey — Years ago, when I was still learning the business, I had “report cards” printed up that asked for grades on a variety of topics. Just like school, customers could give us an A, B, C or F, and offer comments. They dropped the cards in our locked mailbox that was mounted on a wall.
We’d get wisecracks sometimes, sure, but I
learned a lot about what people liked about my mat and what they didn’t like.
Don’t Forget Demographics — It’s helpful to know where your customers are coming from, their average age groups, income levels, how far they travel to your store, and ethnic backgrounds.
There are companies that can provide you this information, but you can obtain a lot of it simply by asking the questions in your anonymous customer surveys.
If you’re researching a market before buying a mat (or even if you own an existing mat), you can find companies that will supply this info for you at reasonable prices; just Google “demographics companies.”
In closing, the more you understand your customers and their wants and needs, the more likely it is that you will succeed.
Here’s wishing you all the best in your efforts to get to know your customers.
Paul Russo owned and operated multiple laundromats in New York City for more than 40 years before retiring. You’re welcome to direct any questions or comments for Russo to Editor Bruce Beggs at bbeggs@atmags.com.
