If you were to ask a consumer what makes for a positive in-store shopping experience you might think low pricing, wide selection, and excellent customer service would be at the top of the list. However, according to a Procter & Gamble Professional survey, 92 percent of consumers say they will not return to a store if the space is not fresh and clean.
A clean and hygienic environment leaves a lasting impression on shoppers and a dirty and unkept store may result in loss of customers and potential revenue. In fact, a Consumer Reports’ survey found that cleanliness was the common denominator among all top-rated grocery stores. The retail shopping environment continues to change and so do cleaning strategies.
In the past, cleaning was done during times when store traffic was low but that has changed as 66 percent of customers now want to see more frequent cleaning as they return to brick-and- mortar retail. Visible cleaning is now a must for retailers as clean and hygienic environments take centre stage.
Responsible cleaning practices can prevent staff and customer illnesses and injuries that may result in high financial burdens on the store, burdens far more than the day-to-day maintenance required to keep a store clean and sanitary. In this definitive guide to retail shine, Tennant Company, a global cleaning equipment, products and solutions leader offers insights of cleaning practices in the rapidly evolving world of retail facilities.
Why do so many stores struggle with cleanliness?
Many employees may consider cleaning boring or difficult and put off the job until it becomes insurmountable. By then employees may be used to how the store looks and lose sight of the customer’s perspective: they become blind to the mess. Some employers may not budget enough time for specific jobs or try and make do with fewer or untrained cleaning staff and unsuitable equipment.
To address this issue, create a cleaning schedule that details the proper methods for cleaning, equipment needed, and frequency of cleaning. Have a check-in meeting with your staff on a consistent basis to discuss what methods are working well and what can be improved upon. Use the information you gather to adjust your cleaning schedule/punch list to meet your ongoing needs. Setting specific time away from the day-to-day cleaning responsibilities to discuss what is and what is not working will not only improve the store appearance but also improve staff morale as they engage in ongoing improvements of their work.
Keeping a store clean and tidy generates trust and respect amongst customers and staff and increases confidence in the brand. The monetary value of a clean and hygienic retail space cannot be overestimated. The P&G Professional Consumer Cleaning Insights Survey states, “It doesn’t matter how good the service is or how wonderful the employees are, it’s how clean and fresh the establishment is that matters most for 92 percent of consumers when deciding if they will become a repeat customer.”
READ MORE in the latest issue of ACR from page 14