Retail’s secret weapon: how cleanliness holds the key to increasing dwell time

Retail’s secret weapon: how cleanliness holds the key to increasing dwell time

  • January 18, 2022
  • in Blog
  • 103

Encouraging shoppers to return to physical stores has been top of the agenda for some time now. However, as footfall continues to rise, the retail sector faces a new challenge – how to keep those visitors in-store long enough to make a purchase. SBFM talks retail environments and the importance of keeping facilities clean to a high standard to boost in-store dwell time.

For retailers, the positive correlation between dwell time and sales is hard to ignore. A study by Pathintelligence found that just a 1% increase in dwell time resulted in a 1.3% increase in sales[1]. It is unsurprising, then, that brands are placing additional resources and emphasis on increasing the time that consumers remain in their premises.

The sector has seen countless innovations to meet the challenge – from lighting to creative product demonstrations and even choosing the optimal music – but many brands are failing to address one simple factor, the physical appearance of their store.

The detrimental impact of store appearance on your bottom line can be significant. Indeed, according to a survey conducted by ISSA – The Worldwide Cleaning Industry Association – 95 percent of shoppers reported that unclean restrooms and unpleasant odours would influence shopping decisions along with, dirty floors, spills or stains, dirty shopping trollies and other factors[2].

As we navigate out of the global pandemic and head into a more normal world, consumers are likely to have a slightly different outlook and new priorities. Excellent hygiene standards and a visible cleaning presence have assumed even greater importance in the battle to gain customer confidence.

Here are just some of the ways in which consumers can be made to feel safe and comfortable when returning to physical stores.

COVID protection

Reducing the risk of the transmission of COVID-19 – as well as other airborne and surface carried illnesses – indoors must become a critical consideration for retail brands moving forwards. This means effective implementation of infection control protocols and the associated technologies, including advanced anti-microbial disinfectant fogging to disinfect large areas and rapidly clean multiple surfaces and touchpoints.

We are continuously evolving our advanced infection control services for retail clients, using the latest techniques to provide a 30-day protective shield against COVID-19 and other pathogens.

Visibility

As cleaning teams are required to be more visible, often operating during peak hours to assure consumers of their safety, having operatives with comprehensive customer service training to align them to retail staff can be key. SBFM instil your values and customer service ethic into your cleaning team for a fully embedded service delivery.

Deploying the experts

With brands progressively dedicating more time to post-vax reopening and enhancing the in-store experience by leveraging innovative technology like smart mirrors, augmented reality (AR) and virtual reality (VR), managing facilities is becoming far more complex.

Retailers, understandably, are finding excellent value in outsourcing cleaning practices to a trusted, professional cleaning company. At SBFM we not only deliver outstandingly clean and safe environments for leading retail clients, but do so with lower costs, complete transparency and a total focus on customer satisfaction.

To find out how we can become your integrated commercial cleaning partner contact us today by emailing info@sb-fm.co.uk, calling 0800 772 0093 or visiting: https://sb-fm.co.uk/retail-cleaning


[1] https://www.retailsensing.com/people-counting/retail-dwell-time-metric/

[2] https://www.cleanlink.com/news/article/Research-Explores-The-Importance-Of-Clean-In-Retail–18756