Washrooms are neither a glamorous subject, nor one that immediately comes to mind in the retail world – yet washrooms, restrooms, bathrooms or toilets, depending upon where you are in the world, are an essential amenity for large footprint retailers such as department stores, housewares or bookstores. In these cases, they need to be thought of as more than a simple customer convenience. They are an opportunity.
Over the years, my work has taken me to major cities (New York, London, Paris, Berlin) to explore and research world-class department stores (Bloomingdales, Bergdorf Goodman, Nordstrom, Selfridges, Harvey Nichols, Au Printemps, etc.). The washrooms were always a required stop. Across the board, they were clean, current and well maintained – sometimes even luxurious or conversation worthy. Washrooms are important. World-class retailers get it.
Retailers, why you should care about your washrooms:
Intimate brand touchpoint
Although considered non-productive retail space, washrooms are an opportunity to reinforce the brand – at the very least not sabotage the brand. It’s the most intimate brand touchpoint. Show respect to your brand and your customer.
Keep customers in the store
It’s a simple principle but not always obvious. Customers will remain in your store longer if you provide them with quality amenities. For retailers such as La Maison Simons and MEC, its part of their retail strategy. (For more information regarding MEC refer to The Gender Intelligent Retailer by Joanne Thomas Yaccato with Sean McSweeney)
Women care!
Women (the primary consumer) are particularly sensitive to washroom quality and cleanliness. They quickly learn where the best washrooms can be found in their favourite shopping destinations. A nice washroom will enhance their shopping experience: a bad one will chase them away. (I have personally gone out of my way to avoid the worst!)
Untapped space
Washrooms are merchandising or promotional opportunities. It doesn’t have to be in-your-face and it’s simple – feature your own products i.e. accessories, soaps, fragrances (Paco Underhill touches on the subject in Call of the Mall)
It’s not complicated, yet even for some experienced retailers, their washrooms are still an afterthought. At the Hudson’s Bay flagship in downtown Toronto, where they have spent millions on renovations in an effort to redefine and elevate the brand, stepping into the washrooms is like stepping back in time. They are outdated, worn-out and an embarrassment to the brand. Even on the premier women’s fashion floor, where the luxurious designer destination “The Room” resides, the washrooms have not been touched in decades. The experience is incredibly incongruous!
Retailers please don’t forget your washrooms. They are an enormous opportunity! Show your customer respect and leave a positive, lasting impression.
