Tide detergents has launched a network of 1,000 pick-up points in the US, plus an app to arrange a laundry service. The goal is to double the number of pick-up spots across the US within the next year. The collection points work a bit like Amazon lockers, and are in supermarkets and college campuses. The app tells you where to drop off your washing, and will give you an alert when it is ready to collect. The business model behind the laundry service is to give back to customers by providing them with premium laundry services while giving them some time in their day back.
This is a great opportunity to increase positive brand sentiment across loyal and potential customer bases as well have an opportunity to promote other products/services the company can offer. The Tide laundry service also creates an incentive for customers to use the service with the promise of getting some time back into their busy schedules. The ability for a brand to establish trust with consumers is crucial because of the power they have to alter industry trends. Tide is utilizing their equity as a trusted laundry brand to disrupt the business of traditional laundry mats, fluff & folds and people who don’t want to do their own laundry. The strategy would be an effective way to conquest other QSR or delivery partners in the space
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