People are feeling more comfortable about being out.
That doesn’t mean they feel ‘normal’.
Here in southern Ontario, the past few weeks have seen a gradual change: People are wearing masks less and going out more, doing things they haven’t done regularly in almost two years. Restaurants are busy, movie theatres are ramping up – and people are going shopping. Not just quick trips to the grocery store, but actual “let’s go to the mall for a couple of hours” shopping.
But while people are feeling more comfortable about going out in public, they aren’t necessarily feeling entirely confident that they’re safe when they’re doing so. A recent study indicated that the vast majority of Canadian consumers expect to see an increased standard in cleanliness in public spaces, less than 15% think that standard is actually being met across the board.
What retail facility managers need to know.
1. There is a direct connection between cleanliness and retail sales.
We’ve always known that there is an ROI to cleaning, especially in retail operations. But newer data is showing that in a post- (or almost post-) pandemic environment, operations that are perceived by users to be maintaining a high level of cleanliness, disinfection and sanitation are seeing increased sales, simply because consumers are willing to visit more often and stay longer.
2. You can’t rely on consumer ‘complaints’ as a barometer of cleanliness.
Retail operations that aren’t meeting high standards when it comes to consumers’ perception of clean and sanitized won’t be besieged by angry calls and emails, largely because many consumers simply don’t know how to articulate their feeling that a given location isn’t ‘safe’. Instead, it’s a gradual decline in sales, as consumers migrate to retail operations where they feel more comfortable.
3. Communication is crucial.
You’ve invested in janitorial and sanitation improvements, and are continuing to meet high standards in your location, but those efforts may not be instantly obvious to customers. So let them know what you’re doing! Put signs on entrance doors listing your new standards; use signage in high-touch areas to let customers know how often those areas are cleaned and disinfected; include your sanitation standards on your website so your online visitors know they can plan a visit safely. It’s not a sales pitch; it’s about demonstrating your commitment to customers.
4. Apply supply chain management strategy to your cleaning/janitorial/restroom products.
If there’s one challenge that’s plagued retail managers and execs consistently over the past two years, it’s supply chain. Slowdowns caused by tankers stuck in the Panama Canal, lack of workers in ports, huge jumps in consumption due to panic buying, border closures and trucker strikes – every month has brought a new wrinkle in effective supply chain management.
Janitorial and restroom supplies were a particular challenge for retail operations. Partly this was due to sharp changes in usage levels, of course. But in many cases, it was because many organizations were taking an ad hoc approach to buying cleaning-related products: While the supply chains for the products they sold were optimized and routinely improved, the same rigor wasn’t being applied to cleaning/restroom supply chains.
If you’re going to continue to maintain elevated levels of sanitation and disinfection, it’s worth ensuring that your cleaning product supply chain is optimized to avoid shortages and cut cost overruns.
5. Get an expert opinion.
Effective (and cost effective) retail cleaning means getting the right combination of products, processes and training in place. But cleaning is more complex than it used to be. Whether it’s knowing how to use commercial products, what formulations will work best in different situations, or how to manage your supply chain to get the most out of every janitorial-related dollar, it’s worth asking your current (or prospective) supplier for an assessment, recommendations, and some goals around cost and time savings.
It’s a great opportunity to take a leadership position.
Most consumers say they will continue to prefer to shop in establishments that go the extra mile when it comes to cleaning, disinfection and janitorial efforts – but they don’t think most organizations are delivering. This is a perfect opportunity for your retail brand and operations to take the lead in your competitive space.
(We can help. Don’t hesitate to get in touch.)
