Convenience and fine-tuning your service to peoples life style will attract (new) customers
In 2012 a market study with Rogers model for innovation adoption was done to identify drivers in the consumer market that should lead to a higher turn-over.
The average Dutch family was targeted through an ISO 26362 certified panel that provided a representative image based on the ‘golden standard’ (yearly updated by the Dutch governmental agency for statistics: CBS). 80% of the respondents indicated that they aren’t regular customers of the dry cleaners. Furthermore the study provided scientific evidence that this huge group of potential customers can be persuaded to make use of dry cleaning services once they feel services are in line with their life-style and provide extra convenience.