MerryMaids - A Global Residential Cleaning Franchise

Merry Maids sells and supports residential cleaning service franchises throughout the United States, Canada, and the United Kingdom.But hundreds of these independently owned and operated franchises worldwide could lose out on a growing, competitive e-commerce market to start-ups. Merry Maids knew it needed a big change to maintain its status as a leader in the industry.

Breaking Into A New Market Is No Easy Task

• Merry Maids had no clear roadmap for entering this new market
• The industry was on the edge of uncharted territory. But start-ups were on their heels.
• The front end system wasn’t flexible enough to handle hundreds of different franchises under one, unified brand. And there was no existing enterprise-grade software to handle these kinds of transactions.
• Customers could only book a home cleaning service by calling a Merry Maids location near them which caused friction in the ordering process.
  
  

No one had done this before.

Merry Maids needed marketing to help them stay ahead of the game.

User-Centered Marketing Unlocks New Opportunity

We focused on the customer’s experience to help transform Merry Maids into an easy-to-use solution, helping customers book services right from the website.

And It Leads To An Industry Revolution

Researched the landscape

We researched the full, nationwide competitive landscape to review products, prices, customer flow, click-through rates, customer service, user acquisition, and even messaging to identify customer usability issues.

Integrated data architecture

Then, we dove into the tech stack to update the business’s foundation.

We built an e-commerce system to serve hundreds of locations. This helped make sure the customer got paired with the right location, that their info was accurate in our CRM, and that the correct franchise received payment.

Created the customer funnel

Because there was no existing enterprise-grade software, we built our own. We A/B tested all aspects of the funnel, design, order flow, scheduling, and checkout to make sure customers could easily book the services they needed. And maybe add a few more to their cart, too.

Merry Maids arrived at e-commerce with a custom system that solved customer issues and reduced friction in the ordering process.

‍Now, Customers Add More To Their Cart

We validated that e-commerce was viable for the business, and we optimized the customer flow.

At the end of our 6-month testing period, we saw a...

Marketing Can Help You Stay At The Top Of Your Game, Too

Whether entering a new market or trying to increase customer profitability, see what path Justin True would recommend in your half-day consultation.