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Why This Small Change Made Customers Loyal

Marketing Brilliance0:49

Transcription

What would have happened if Disney had lived long enough to get to D for dry cleaning, right?

Now, the first thing, okay, with dry cleaning, please God, >> [music] >> okay? I go along, I would get much more dry cleaning done if it weren't for the fact that they ask you to carry things back to your car with a load of metal coat hangers that dig [music] into your hand.

The first dry cleaning firm that provides you a little carry handle, there's a dry cleaner as in Deal, let's give them a shout out, Gillies of Deal, which have these fantastic large bags in which you carry your dry cleaning. I go there by preference, Gillies of Deal, I think I should be allowed to plug. No, [music] but they have these fantastic bags which allow you to carry the dry cleaning back to your car with some semblance of dignity. [music]

It also means behaviorally that I can collect my dry cleaning from Gillies in this enormous bag, they charge 40p, quite correctly, and then I can go to a cafe because my dry cleaning's in a bag.