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Through its new on-demand service, Tide makes it possible to manage your laundry and dry cleaning straight from your smartphone.

Customers can download the Tide Cleaners app, provide special cleaning instructions and pre-pay for the services before dropping their clothes off at a 24/7 drop-box or locker nearby. Drop-boxes can be found at a variety of locations such as apartment buildings, offices and retail stores. When clothes are ready for pick-up, customers will automatically receive a notification from the app. The brand plans on making this service available in more than 2,000 locations in the United States by 2020. Tide Cleaners also has laundry trucks that visit more than 20 different college campuses and offer monthly plans for students.    

Tide went beyond just offering reliable products and has become a service, adding value to their customers’ lives and easing a pain point of many. The brand is working its way into this untapped market at the perfect time – when people, especially millennials and Gen Zers, are increasingly willing to pay for convenience.