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About Loads of Clothes
Set in Nashville, Tennessee, Loads of Clothes operates two laundromat locations (one in Hermitage and another in Donelson) offering both self-service and full-service options, including wash-dry-fold and pickup and delivery. Owner Colton Oakley, a Nashville native, entered the laundry business when an opportunity presented itself at one of his family's properties.
"Our first location came about when we had a property where the gas station tenant was closing down. My dad was looking for a new business that would provide steady revenue without intensive management. A laundromat seemed like the perfect fit."
What started four years ago as a hands-off investment has evolved into an expanding laundry business. As Colton explains: "Initially, it operated solely as a self-service laundromat," Colton explains. "When I became more involved, we expanded with our second location in Donelson.”
The Challenge
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As the business evolved, Loads of Clothes expanded its service offerings to meet customer needs. "We now provide both full-service and self-service options at each location," Colton explains. "We've also implemented pickup and delivery services from both sites to better serve our community."
This service expansion created significant operational challenges with their phone system before implementing Cents Assist in January 2025.
Colton found himself constantly fielding calls for both locations due to their pre-existing phone setup. "All calls from both stores were directly forwarded to my personal phone," he explains. "We worked with a regional provider, but their solution wasn't meeting our growing business needs."
This system created significant confusion as incoming calls would ring at multiple locations simultaneously. "When customers dialed either our Donelson or Hermitage number, the calls would ring at both laundromats and at our main office," Colton explains. "Often our office staff would answer these calls, then need to relay messages or transfer customers, creating delays and communication gaps."
This arrangement meant Colton was perpetually on call. "Any unanswered call at either laundromat would automatically forward to my personal phone – 24/7, regardless of time," he explains. "This constant interruption included numerous solicitation calls and spam that consumed valuable time and attention."
The system also created frustrating experiences for customers. "When someone called about their order at our Donelson location but reached staff at Hermitage, our team couldn't access the relevant information," Colton notes. "We'd have to transfer calls between locations, which was inefficient and often led to customer dissatisfaction."
With these challenges, the team needed a solution that could intelligently manage incoming calls, handle routine inquiries, and ensure customers received prompt, accurate assistance without constantly interrupting operations.
The team needed a solution that could filter out unnecessary calls, handle routine inquiries, and ensure customers received prompt attention without constantly interrupting staff.
The Solution: Cents Assist
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In January 2025, Loads of Clothes implemented Cents Assist, an AI-powered receptionist team designed specifically for laundromat operations. The system immediately began serving as the first point of contact for all incoming calls.
Colton explains the immediate impact: "After implementing Cents Assist, the constant stream of calls to my personal phone stopped. The AI system functions as a screener, filtering calls and only forwarding those that truly require my attention. It saves me time while ensuring customers get the assistance they need."
The AI system now handles routine inquiries, screens unwanted calls, and only forwards important matters to staff. "Our team can stay focused on serving customers in-store without constant phone interruptions," Colton explains. "When an issue truly needs attention, the call is directed to the appropriate person, making our responses more efficient."
Colton adds: "The more we've tuned Cents Assist to our business needs, the better results we've seen."
The Results
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After implementing Cents Assist, Loads of Clothes experienced significant improvements. The constant interruption of phone calls virtually disappeared.
"With the Cents Assist AI, the constant flow of calls stopped almost immediately," Colton shares. "It was great not having to spend half my day on the phone handling basic questions that customers needed answered."
The filtering of spam calls has been particularly effective. "It made a tremendous difference in vetting calls," Colton explains. "I don't get solicitation calls about Google listings or other spam on my personal phone anymore, which has been a huge relief."
Having call logs and recordings available in the dashboard has been another significant benefit. "Huge win," Colton shares. "We now have visibility into our call data that we never had before, which is invaluable for our operations."
Customer reaction to the AI system has been largely positive. "About half our customers can tell they're talking to AI, while the other half have no idea," Colton notes. "Nobody has ever complained about our phone system."
Beyond Cents Assist: The Broader Cents Tech Suite 
While Cents Assist solved their immediate phone challenges, Loads of Clothes has also benefited from other Cents technologies that create operational efficiencies across their business.
Store Manager John Booker describes their reliance on Cents technology for their full-service operations: "With the drop-off and pickup, it helps us significantly. It is our point of sale system. Without it, we literally wouldn't have an efficient way of tracking customers that come in and drop laundry off with us, tagging all of our stuff properly. The functionalities and the things that they offer (hardware, the software that they offer) to make your pickup and drop-off and make your pickup and delivery services just more streamlined, more efficient, and easy for your team to be able to use and understand. It's great. It's limitless. So we love it."
Colton highlights the data benefits from their Penny payment system integration: "The card readers now made it a lot more seamless for the customer to use the machines for self-service. It also made it to where I get a lot more data and a lot more accurate data. I can get data from my SpeedQueen machines, from my Electrolux machines, and I don't have to go to two different websites to pull that information. It's all right there in my Cents dashboard, comparing my two stores, what's doing what at what time. That's been super helpful."
The Impact & Future Plans
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For Colton and Loads of Clothes, Cents Assist has turned what was once a constant headache into a streamlined process. "This has been a huge benefit for me personally. I no longer have to answer the phone 24/7 or deal with solicitations and basic questions that are already answered on our website," Colton reflects.
The technology has improved staff productivity and customer service throughout the business. "My attendants can focus on their work, and I can focus on mine. When something truly needs attention, the system directs it to the right person immediately."
As the business looks ahead to continued expansion, the entire Cents technology platform will be central to their growth strategy. John Booker explains: "The Cents technology will make it easier to expand because we know the software, the hardware we want to rock with when we get another store. It'll make it easier to still be able to find everything for every store in one place. We will be able to still track everything that goes on between all our stores in the same platform."
With Cents technology handling the operational complexity, Loads of Clothes can stay focused on what matters most: helping customers walk away feeling weightless from laundry.
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Watch the Full Story
Hear directly from Colton Oakley and Store Manager John Booker as they share how Cents technology streamlined their laundromat operations and enabled multi-location growth.
Ready to streamline your laundromat operations? Learn more about Cents Assist or schedule a demo below.
