Does Your Store Stink?

Study reveals that 93% of adults would avoid a store with bad odors and dirty restrooms.

May 05, 2016

CINCINNATI – As online shopping continues to grow, it’s more important than ever for retailers to make sure their stores are doing everything in their power to retain customers, according to a new survey by Cintas Corporation and Harris Poll.

The survey identifies common issues that would keep shoppers away from retail establishments. Conducted online among 2,082 U.S. adults ages 18 and older, the study found that 93% of U.S. adults would not return to a retailer if they experienced some type of issue related to the facility.

“Today’s consumer has an almost unlimited choice when deciding where to shop, whether it’s another store across the street or online,” said John Engel, senior marketing manager, Cintas. “With this type of competition, retailers need to understand why their customers return, and more importantly, why they don’t.”

The top five factors that would turn patrons away from a retail store include:

  1. General bad odor – 78%
  2. Dirty restrooms (e.g., floors, stalls, mirrors, odor) – 66%
  3. Dirty surfaces (e.g., dust on displays, dust bunnies on floors) – 65%
  4. Entryway cleanliness (e.g., cigarette butts, overflowing trash cans, unkempt appearance) – 60%
  5. Dressing room conditions (e.g., dirty mirrors, dirty floors, broken locks, lighting issues) – 56%

Consumers also cited broken or cracked glass, plumbing issues (e.g., toilets and/or sinks not working), slippery floors (e.g., wetness, dirt/dust), noise (e.g., loud music, loud employees, phones ringing), lighting issues (e.g., light fixtures out, not working properly, poor lighting) and temperature (e.g., too hot/too cold) as factors that would influence them in choosing to not return to a retail store.

The Cintas survey also echoes similar findings from a NACS/Coca-Cola Retailing Research Council study that stresses the need for convenience stores to build a solid foundation of performance, with safety and cleanliness as the two most important foundational elements (hospitality, simplicity and ease, and time enrichment are the remaining three). The study notes that neglecting these basics can negatively affect shopper behavior. If a store is not safe, shoppers won’t demonstrate loyalty. And if a store is not clean, a shopper won’t stay long when visiting.

Advertisement
Advertisement
Advertisement