A matter of presentation

Drycleaners need to be as conscious of their public image as any fashion outlet. If the shop or its staff presents a poor appearance, then not only does it risk losing existing customers, but passing trade will continue to walk by without even thinking of trying the service.

  Furthermore, that poor impression may subconsciously reinforce the view held by too many consumers that professional cleaning is poor value and they can get much better results at home.

Does that mean an immediate call to the shopfitters and decorators? Perhaps, but not necessarily.

An attractive image is a matter of presentation, being constantly aware of the impression the shop makes. Checking out the detail and taking action when and where necessary.

Selling cleanliness

"What we are selling is cleanliness," says Martyn Lewis, managing director of Lewis and Wayne, "so the shop should be clean throughout - the windows, all of the floor, carpets, counter and, of course, the person serving - everything the customer can see.

"The place doesn't have to be the most beautifully decorated, but it does have to be smart and presentable."

  From general observation, what kind of problems had he noticed along high streets? "Badly lit, dull looking shops and just general tattiness and untidiness."

Piles of work, all over the place would put customers off, he explains. They have spent time and money (sometimes a lot of money) on clothes and they don't expect to see them thrown all over the place.

At Scobies, headquartered in London's Dulwich Village, Mustafa Zihni agrees, saying that piles of work on the counter make a bad impression. Even worse, some cleaners throw them into the corner as they ticket them. If you were a customer, would you like someone to do that to your clothes?

  He believes strongly in presenting the shop in pleasing manner. When you do that you are also presenting your work in a good light.

"To get the image right," he says, "you have to start with the exterior and work inwards. Everything has got to be clean - shop front, fascia and inside the same. Floors cleaned and polished, woodwork kept in good order, free from chips and scratches."

Lighting is important, he says. If a bulb goes replace it immediately. He believes that if even small details are allowed to slide, the business begins to look tired, as if it's going nowhere. Keep the shop looking eyecatching so customers want to walk in.

He warns against getting too stuck in one style, change things around occasionally. Think about the colour scheme, is it time for a change?

Costas Kyriakou of Mackenzies in Southgate, north London says: "We need to have a warm environment, appealing to the eye, a clean counter that is not covered in bits and bobs. If you are a quality cleaner, the appearance of the shop should reflect that."

Asked where he feels some businesses let their presentation down, the theme of clutter recurs. He notices a lot of shops that have boxes and bags lying around and that detracts from the business.

Avoid crowding the window with stickers and posters, he advises. Give the customer a clear view so that they can see what the shop is like. Looking into his shop, all you can see is the person standing behind the counter, with a smart PC on view.

In the wardrobe

Clothes are kept in glass fronted wardrobes. Production and reception are separate, the drycleaning machine is not on view behind the counter, a common sight in many shops but one he feels should be avoided. People don't like seeing their clothes being loaded into the machine.

Martyn Lewis agrees, although he does say the question is open to argument. "We've always kept the production area separate. Our thinking is that just as you don't want to go into a posh restaurant and eat looking into their kitchens, so your customers don't want to see their clothes being cleaned. We have had comments such as 'You don't clean my clothes with other people's'."

If some cleaners feel having the machine behind the counter is the answer to the space problem, then Mr Kyriakou's answer is that the reception area doesn't need to be large.

"You're only going to have a few customers in at any one time. Use the space for the production area, that's where you make the money."

However, Paul Andrews, managing director of Andrews the Cleaners in Liverpool, is more lenient on this point. Some cleaners may feel the space is too limited to put the machine anywhere but behind the counter. They may also need to have the reception visible from production so staff can double up duties or provide cover for counter staff where necessary. He stresses though that if this is the case, then it's essential that the state of the machine or back area doesn't let the image down.

Attention to detail

To a large degree a good image is a matter of presentation and attention to small details, and here Martyn Lewis has some simple ideas for a better style.

  His shop displays promotional material, price lists and services on offer by putting it in a picture frame on the wall. He points out that it's not only much neater than posters stuck to the wall with sellotape, it's also more durable. In an environment that can get steamy, paper quickly becomes tatty.

The idea can be carried through to brochures on display - any wholesale stationers will have plastic folders which can be used to keep them neat.

Posters should have some style. The wide accessibility of PCs makes producing professional-looking graphics relatively simple.

So don't just reach for the nearest marker and dayglo coloured paper, the results will be poor and old fashioned.

On the question of display, Mr Lewis says that qualifications such as Q-Stars certification, neatly on show give an impression of reliability as does affiliation to a professional body - the Textile Services Association or the Guild of Cleaners and Launderers.

Paul Andrews, also has clear ideas on designing and presenting an image and also maintaining it. He says: "The biggest mistake cleaners make is clutter. It makes you look disorganised and that makes people afraid that their garments will get lost."

Perhaps the first approach is to try and take a step away from the business and see what could be improved. He suggests that taking photographs could overcome difficulties in being objective. They can make you see problems more clearly: dirty windows, cracks in the wall, the frayed or worn areas of the carpet are easy to overlook when you see them daily.

To get the best value from an inspection, it must be thorough. In a previous article on this subject (LCN September 2000) Mike Clark, president of the Guild of Cleaners and Launderers, advises trying to look at the business not just from the customers' view, but from that of a prospective buyer.

Inspect all areas, not just the reception. go down the street and look at the shop as you approach. What signals are its appearance giving? Look not just at the ground floor but upper floors too. Going right through the premises from reception to the production area and round the sides and back if accessible.

  Are production work surfaces as clean they should be? Are walls around the spotting area covered with sticky lint? Is the lighting sufficient?

Smells are as important as appearance. Staff may be used to the smell of solvent and not notice it. But a whiff of perc could deter customers, particularly if it gets into their clothes. A well maintained, modern machine will avoid solvent odours, so if work retains a solvent smell, perhaps maintenance procedures need tightening.

Maintaining appearances

The need for good maintenance applies to the shop's outward appearance too. Mustafa Zihni repaints his Dulwich shop every two years; the Battersea branch yearly, as it is situated in a heavy traffic area. We've designed our shops so that the image is easy to maintain.

He makes the point that smartening up the appearance doesn't have to be expensive. Repaint or wash down the woodwork, bring in a pot-plant - simple ideas that don't require heavy investment.

If a complete rethink of the shop's design and decor is necessary, Paul Andrews advises simplicity and consistency. Pick two colours (one light and one dark), and use these for decor right through the shop and production areas even staff uniform, and accessories such as carrier bags.

In other words, build a strong identity for the business that will be recognised wherever it is seen.

He also believes that presentation requires regular maintenance. Redecorate every two years, renew signage every four years, and so on. Above all, he warns, don't get complacent.