AIR CONDITIONING
The impact of AC on retail customers
Sophie Davenport, co-founder and managing director at SFE Services discusses why air conditioning is essential in retail and how the wrong temperature can cause customers to put down their baskets and leave.
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hop temperatures are often overlooked until it is too late – with lighting and noise often taking the forefront. When a heatwave hits, customers seek out the cool relief of air conditioning – turning on their heels and leaving any establishment that becomes too stuff y, especially when faced with the prospect of trying clothes on. It is in these moments that air conditioning can save businesses money. HVAC systems can be used all year round to maintain a consistent and comfortable environment. The Health and Safety Executive set out guidance for minimum temperatures in retail. It states shops be kept at a temperature at or in excess of 16°C . However, there is no maximum. But in most instances the optimum temperature for comfort is between 18°C to 21°C. Localised heating or cooling, including the use of fans, radiators and opening windows, should be used where an agreeable temperature cannot be maintained throughout a building.
However, retailers have a lot of factors to consider in settling on the perfect temperature. An infl ux of customers in summer attire may not be comfortable in a cold shop and vice versa when the winter coats come out and shops crank up the heating. Retail visitors are also likely to be more active than the shop attendants – whose uniforms may need to be adapted to refl ect this. When considering what temperature to set the thermostat, it is important to set it at a range that appeals to the majority. Shops which are unsure of what temperature is best can seek feedback from customers and staff , allowing them to make adjustments accordingly. High ceilings, open doors, large open spaces and the turnout of crowds can all also alter the temperature. With the rise of online shopping, retailers must strike the right balance to keep people visiting on foot. Fashion retailers have the added pressure of ensuring the temperature on the shop fl oor and in the changing rooms accommodates customers
wishing to try on items before they buy. If the changing room is too hot or too cold, the customer may put the items back on the shelf and take their business elsewhere. Temperature is one battle retailers continue to
fi ght. In 2014, Andy Street, John Lewis Managing Director, said: “Weather has had a greater eff ect [on sales] than economic numbers”. Examples of extreme weather can range from storms, fl oods and blizzards to unseasonably hot and dry weather. The UK retail industry can get hit particularly
hard when the predictable weather patterns are disrupted. It has been found that “a seasonal temperature just 1°C higher or lower than average typically causes a 1% fl uctuation in sales”. If the UK’s retail sector is valued at around £300bn, this equates to a deviation of £3bn. In Autumn 2014, when temperatures were 1.5%
above the historical average in the UK, clothing and footwear stockists said this was an “unmitigated disaster”. Marks & Spencer alone saw clothing sales fall by 5.3% due to the warm Autumn weather.
18 September 2024 •
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