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RETAIL & DAYTIME CLEANING


KNOW YOUR MARKET


According to PwC, despite an increase in the number of consumers shopping online, the physical store is still a critical step in the purchasing journey. Household appliances, furniture and groceries topped the list of items consumers preferred to buy off-line, with 53% of people also favouring this approach when purchasing clothing and footwear.


With the rise of online shopping challenging retailers to enhance in- store experience, just how can facilities management providers support retailers in attracting shoppers through the door via a customer experience-led cleaning programme?


A TAILORED APPROACH Brands are increasingly looking for a tailored approach to delivering retail cleaning services with the customer experience firmly front of mind. One size certainly does not fit all. Instead, cleaning providers are now a vital component in defining and supporting


5 QUESTIONS TO ASK A PROVIDER WHEN BUYING RETAIL SERVICES


1


How diverse is your retail experience?


Every retailer’s customer journey is different. A more experienced provider will be capable of meeting your unique requirements.


2


How do you tailor your service to the retail market?


A reputable provider that values its retail clients will strive to provide a bespoke service. For example, retail friendly tools such as quiet vacuum cleaners will improve your customers’ buying experience.


www.tomorrowscleaning.com


the way that shoppers move around a store, the period of time they spend browsing and ultimately their purchasing decision. By working closely with their clients, FM providers can truly understand and support the customer experience which a brand is striving to provide.


Take luxury stores for example, when shopping in a sumptuous environment, customers take their time to browse and try on garments. This is the ideal scenario for a high-end retailer as greater importance is placed on fewer, but higher value, purchases.


When defining the cleaning approach for a store of this nature, the supplier will need to be aware of how cleaning staff are perceived by shoppers. Cleaners based in these locations should be dressed in smart attire, very similar to that of the sales assistants, complementing the brand identity of the store.


3


What recent investments have you made in innovation?


The retail environment is constantly under pressure to be at the forefront of new innovations. Advancing cleaning technology presents many benefits for retailers.


4 5


Do you invest in your staff? Investing in staff training and


development will lead to motivated, long-term employees.


How do you train your staff? Cleaning staff also need to be


trained to provide good customer care. If a customer requests assistance, a cleaner should be able to help in the same way a shop assistant would.


A DIRECT ROUTE


TO QUICK PURCHASES Affordable and fast-fashion retailers have very different requirements when it comes to the customer experience. With a focus on high footfall and large quantities of lower value purchases, stores are designed to encourage quick and easy navigation to the desired product or garment. Customer behaviour in these locations dictates the requirement for consistently clear walkways, numerous changing rooms and ongoing stock replenishment.


When it comes to fast-fashion retail outlets, the quality of cleaning should still remain high, but the delivery of the service will focus more heavily on the fast-paced demands of the store. An important but often overlooked element of the cleaning routine is checking the back of changing room doors. After all, this is what the customer sees when trying on potential new outfits and clutter can prove a barrier to quick purchase decisions.


When buying FM services, retailers need to challenge their cleaning provider to be flexible in their approach. The quality and tailoring of FM service provision is a vital aspect in the customer decision-making journey. Providers should be happy to work with clients collaboratively to develop their customer-centric approach to cleaning and both parties will likely have a number of very valuable suggestions.


www.ecsynergy.eu Tomorrow’s Cleaning April 2016 | 73


Scott Newland, Chief Operating Officer at European Customer Synergy, discusses the importance of understanding the customer experience and tailoring cleaning service provision accordingly when it comes to a retail environment.


The cleaning regime should be intense with every aspect accounted for, whilst also being discrete. Not only will the shop floor be impeccably presented, the changing rooms, waiting and lounge areas also need to be maintained to a VIP standard.


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