Customer attitudes and behaviours impact shopping centres
The modern shopping centre is designed to encourage customers to stay. Have lunch before grocery shopping, or enjoy dinner and movie after running errands. “Successful centres are places with a lively atmosphere, where people feel comfortable and enjoy spending time.” From the shopper’s point of view, comfort is key.
Shoppers have particular ways in which they use public washrooms. Find the cleanest cubicle. Never put your handbag or shopping bags on the bathroom floor. Always touch as few surfaces as possible. Did you know that 2 in 5 shopping centre visitors worry about hygiene and take measures to ensure their own hygiene security? That’s 40% of shoppers worrying about cleanliness upon entering your washrooms! Research shows that 1 in 4 shoppers are uncomfortable using the shopping centre washrooms and speak with other people about the washroom conditions. Unhygienic washrooms can have a really negative impact on the viability of your shopping centre.
Shopping centre satisfaction: creating the ideal washroom
Shopping centre customers lower their expectations when visiting the washroom. They practice avoidance strategies to minimise their exposure, and a significant number are likely to talk with others about the washroom conditions. When asked how they feel about shopping centre washroom facilities, 2 in 5 users are not satisfied with the level of hygiene in the washroom.
Shopping centre visitors judge washroom facilities on the supply of toilet paper, cleanliness of floors, and smell/odour. Additionally, the presence of feminine hygiene units and toilet/urinal sanitisers are two of the top five “must have” washroom facilities.
Washroom hygiene starts in the cubicle: Flushing a toilet gives rise to a cloud of tiny water droplets containing micro-organisms associated with urine and faecal matter. We call this “The Sneeze Effect” (link to Q2 article.) In keeping your cubicles clean, you show your customers that you care about their health.
Regular cleaning and restocking are key indicators of a hygienic washroom. Call Initial for a free consultation on ways to improve your hygiene reputation. Make your customers comfortable to stay at your centre all day!
From the NSW Department of Planning and Environment’s Draft Centres Design Guidelines, 2011, viewed 13/7/15.
Information based on independent research carried out in 2013 by Added Value Limited.