By Deborah Baska, VP Marketing Operations
Added May 13, 2009
As a woman and a mother, I am your typical consumer when it comes to using public restrooms. I want my restrooms to be clean, stocked, non-smelly and a place into which I’m not fearful to take my child. I’ve never considered myself to be THAT picky – however, not long ago, I entered a convenience store restroom which was so filthy, I didn’t even want to touch the water faucets to wash my hands after touching the filthy door knob! Needless to say, I decided to wait until the next stop.
In the Retail Strategies workshop I attended a few weeks back, presented by retail expert Chris Harris, I learned a new convenience store retailing concept – Restrooms are a c-store’s #1 Category! How can that be, you say, when we make no profits off of our restrooms?
Chris’ point is that you stand to LOSE much profit by running your customers off by presenting a dirty bathroom. Having a clean restroom is a core element of creating a reassuring experience with your customers. Results of a recent Cintas (link below) study reveal that 95% of customers will AVOID businesses where they’ve had a negative restroom experience. In addition, Chris strongly advocates that women are a convenience store’s target audience. As author Fara Warner points out in her new book The Power of the Purse (www.farawarner.com/home), women control 80% of all buying decisions. No offense guys, but I think, we are, by nature, more particular about where we conduct our personal business.
So is restroom cleanliness really that difficult to achieve? Chris Harris suggests retailers implement the “bucket brigade” whereby each time an employee goes to the restroom, they do a basic swipe and wipe of the sinks and high-touch areas (door knobs, flushers and faucets please!!) as well as make sure supplies are stocked. And as a member of the “power of the purse” party, I recommend a simple picture on the wall, air freshener, or small vase of flowers as things that go a long way towards making an impression on your target audience.
Bottom line—a neglected bathroom tells the customer you just don’t care – you don’t care about your business and you don’t care about them. In this regard, you are not helpless or a victim of the economy—a clean restroom is completely within your control! Just do it!
Referenced Article:
http://www.cintas.com/company/news_media/press_releases/Restroom-Cleanliness-Study.aspx
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