Since its formation in 1999, the GreenEarth Cleaning operating model has been one that is designed to provide access to a unique cleaning solution and proprietary products but also to a premium level of support. The company considers its affiliates to be a part of the ‘GreenEarth Family’, where garment care professionals within the network receive a full menu of exclusive resources spanning technical, marketing, and day-to-day business operations. The company’s swift adoption of virtual support methods has enabled it to help its affiliates through difficult trading times during the pandemic.
Partnerships of all kinds have been put to the test over the last 15 months. The pandemic initially caused uncertainty on the impact there would be around the globe and specifically the garment care sector.
It became apparent nothing was going to be resolved quickly and the effect on the industry was going to be significant. Despite dry cleaning and laundry being classed as essential in many parts of the world, in some consumer’s eyes, it wasn’t. As is well documented now, working from home and restrictions on social gatherings meant that many traditional items in consumers’ closets were not being worn. Items coming over drycleaners’ counters were more likely to be household and wash and fold business.
“This pandemic has accelerated the requirement for service excellence in garment care,” explained Tim Maxwell, GreenEarth president. “The landscape has changed more so in the past 15 months than in the previous 10 years.”
Maxwell continued: “We had adopted the ‘Amazon Prime’ model five years before Amazon brought it out — once you become a member, your needs are our top priority.”
It was clear that with the advent of Covid-19 It was survival that became essential and GreenEarth Cleaning’s support for its affiliates ramped up. There was a shift in their affiliate’s requirements, from machine maintenance to business re-engineering. GreenEarth’s network represents garment care professionals of different sizes, skills, resources, location types.; therefore, each operation has its own unique characteristics. Their challenges could range from lack of an online or social media presence, to no home delivery capabilities, to new back-of-house maintenance schedules. They were forced to re-invent themselves while dealing with their own everyday struggles with Covid-19, both personal and professional.
Patricia Shaffer of Shaffer Dry Cleaning & Laundry shared her appreciation for the GreenEarth team: "My expectations are continually exceeded. Their advice is solid, their creativity is Madison Avenue. The social media posts are informative and interesting. Events in Tucson are shared to my social channels that I didn't even know about. I have had numerous website and social media changes because of Covid-19, and the GreenEarth marketing team is quick to respond and get it done. I appreciate their patience and knowledge. Thank you for all you do."
Something GreenEarth Cleaning has in common with its affiliates is the ability to innovate. Through more than 25,000 contacts with members in the first six months of the pandemic alone, the GreenEarth team was there to guide them virtually to deliver real change in order to protect revenue streams and profit margins. The network made it through one of the toughest years in recent history—and did it together.