Can Kmart Build Loyalty with a Laundromat?
Kmart has picked a new store opening June 5 to house its first public washers and dryers in an Iowa City location based on space and community demographics. The demographics of the shoppers must have been the top decision in where to open the store as not everyone would want to tote bags of laundry to Kmart.
But Kmart can also cater to the typical Laundromat goer who may not be in the mood to shop because people can access the 31 washers and 30 dryers from both inside the store and from a separate storefront.
The test is the first of its kind for Kmart and could result in higher basket rings for those who use the facility since they may spend more time shopping the isles. And when they return to the Laundromat a full-service register allows them to check out right there.
One unique feature is a loyalty program called Wash to Win that offers customers bonuses the more they use the machines. A fold and wash service is available for those who just want to drop clothes off and then pick them up later, and hopefully do a little shopping in between.
Free wi-fi is also available for those who want to sit and wait for their wash to be done and get some work done in the meantime.
And to make sure everything runs well, an attendant will be on duty during business hours to help customers.
Kmart says it hopes the Laundromat will help build new customer relationships
