Client: Mobilpatyolat.hu – A mobile laundry service in Hungary.
Challenge: Mobilpatyolat.hu, known for its convenient door-to-door laundry services, faced issues with its static pricing model. The lack of flexibility in pricing did not accommodate varying order sizes and specific customer needs, which led to potential revenue loss and customer dissatisfaction.
Objectives:
- Develop a dynamic pricing model that adjusts based on laundry weight.
- Ensure transparent and fair pricing for customers.
- Streamline the price calculation process for customers and staff.
- Integrate a software solution for real-time price quotes on the website.
- Maintain competitive pricing while improving profitability.
Approach: As the digital strategy consultant, I was tasked with revamping the pricing strategy and integrating a digital solution. My actions included:
- Pricing Analysis: Reviewed the existing pricing structures and costs, considering labour, transportation, materials, and overheads.
- Competitor Benchmarking: Analysed competitors’ pricing to ensure Mobilpatyolat.hu remained competitive.
- Customer Research: Surveyed customer expectations regarding laundry service pricing.
- Software Requirements: Outlined the specifications for a custom software solution to automate the pricing process.
- Strategy Formulation: Designed a new pricing strategy based on per-kilogram rates, with tiered discounts for larger orders.
Execution:
- Price Recalculation: New base rates per kilogram and discounts for bulk orders were introduced to encourage larger transactions.
- Software Development: I worked closely with a development team to create an intuitive price calculator for the Mobilpatyolat.hu website.
- User Experience Design: I ensured the price calculator was user-friendly, providing clear instructions and immediate quotes.
- Staff Training: Training sessions were conducted to familiarise staff with the new pricing model and software.
- Marketing Campaign: A campaign was launched to inform existing and potential customers about the new dynamic pricing.
Results:
- Customer satisfaction increased due to the new model’s fairness and transparency.
- The average order size grew by 25% as customers were incentivised to send more laundry per order.
- The website’s conversion rate improved by 15% following the price calculator integration.
- Revenue increased by 20% in the first quarter post-implementation.
- The software solution reduced administrative workload and pricing errors.
Conclusion: My role as a digital strategy consultant was crucial in transitioning Mobilpatyolat.hu from a static to a dynamic pricing model, aligning with actual service use. The introduction of weight-based pricing software not only enhanced the customer experience and increased order sizes and revenue, establishing Mobilpatyolat.hu as an innovative force in the mobile laundry sector.
