AIR CONDITIONING
According to AccuWeather: “Weather not only shapes consumers’ desire for particular products and services, but equally determines the channels and methods they use to make the purchase.” Studies have found a switch from shopping on the high street to shopping in malls and centres during hot periods. This may be due to individuals seeking out the cool and keeping out of the sun.
Mintel found that nearly 60% of consumers change their shopping habits when it is hot or when it rains. Other weather-dependent purchase habits include a delayed or fast-tracked change to the next season’s clothing purchases. Weatherproofi ng your business with HVAC systems can help maintain footfall and keep customers coming even when the weather takes a turn. However, maintaining footfall is not the only thing to consider, with studies fi nding that optimum temperatures may even increase dwell time. According to Retail Sensing, keeping customers looking for just 1% longer can see a 1.3% increase in sales. This can be the diff erence between someone walking past an item of clothing they like and picking it up. Maintaining engagement for extra seconds can increase sales. Some shops have capitalised on this, with a premium feel environment and premium prices. In 2005 the New York Times sent a reporter into multiple shops in Manhattan and found a correlation between higher prices and lower temperatures . They found that “almost without fail, the more ritzy the establishment is
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.
trying to be, the colder the air-conditioning is kept”. In other words, the higher the prices, the lower the temperature. The retailer›s investment in air conditioning and air management can make shops feel fresh and clean and as a result, which stands them apart from other humid and stuff y businesses. Temperature control has a huge infl uence on the comfort of both customers and employees. It is widely acknowledged that thermal comfort impacts mood. If a space is uncomfortably hot or cold, it can lead to irritability. An air conditioning system can manage climate control, automatically adjusting to maintain a consistent environment without disruption. Currently, the UK is seeing a growing trend in the uptake of air conditioning. Demand jumped from 154,000 in 2012 to 188,000 in 2017 . Similar can be seen across Europe where the use of air conditioning has risen by 60% since 2014 . Bright lights, computers, and other electronic equipment can easily tip the balance of warm and cool. Eff ective air conditioning and climate control are essential for all retailers, with well-fi tted HVAC systems being pivotal to the customer buying experience. Retail businesses must be equipped to handle fl uctuations in temperature to maintain a comfortable and successful shopping environment. This will provide an environment where shoppers will want to stay longer and return to time and time again.
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www.hydratech.co.uk info@hydratech.co.uk
www.acr-news.com • January 2024 19
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