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Home  Agenda   From Routine to Remarkable: How Tide Services Is Elevating Customer Experience and Loyalty in Laundr

Agenda & Speakers

From Routine to Remarkable: How Tide Services Is Elevating Customer Experience and Loyalty in Laundry Care

Thursday, May 14, 2026 - 3:45 PM - 4:20 PM

Laundry may be one of the most universal household routines, but it is rarely something consumers enjoy. Through Tide Services, a subsidiary of Procter & Gamble, the iconic Tide brand is rethinking garment care by combining technology, service innovation, and a simplified approach to customer loyalty.

With more than 200 Tide Cleaners locations and a growing network of tech-enabled Tide Laundromats, the organization is expanding beyond detergent into service experiences designed to make laundry faster, easier, and more convenient.

In this session, Mike Trozzo, Vice President of Product and Innovation at Tide Services, will share how the company redesigned its loyalty strategy to better align with a habit-based service business. This session will provide insights into how simplifying loyalty, leveraging technology, and aligning rewards with everyday customer behavior can help brands build stronger engagement in routine, repeat-visit categories.

Key Takeaways:

  • Piloting and launching a Program that excites franchisees
  • Simplifying loyalty programs to improve engagement in habit-based services
  • Designing rewards around spending rather than individual transactions
  • Using customer data to remove friction and improve program participation
  • Exploring personalization opportunities within routine customer behaviors

Speakers

Mike Trozzo, Vice President of Product and Innovation, Tide Services

Mike Trozzo is currently the VP Product and Innovation at Tide Services. Mike is passionate about creating guest experiences that make people feel genuinely valued and cared for.

Mike's path to product leadership is anything but conventional. After earning a degree in Finance, he went on to work in filmmaking at Disney, launch a boutique design agency, and become a partner in a college laundry startup — where he led Product, Operations, and Marketing before the company was acquired by Tide Services in 2017. What connects each chapter is a consistent through-line: a deep curiosity, a sharp sensitivity to customer pain points, and a belief that great products start with truly understanding people.

That philosophy found a natural home in laundry — a category overdue for reinvention. In March 2024, Mike and his team launched the Tide Cleaners App, a modern platform designed to take the friction out of an age-old chore.

Outside of work, Mike is a traveler, a design enthusiast, and an unapologetic food lover. He's based in Dallas, though his sports loyalties are firmly planted in Houston, where he grew up. He loves people — and will almost certainly try to make you laugh.

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