RETAIL & DAYTIME CLEANING Flush with opportunity


Jamie Woodhall, UK Technical & Innovations Manager at Initial Washroom Hygiene, reveals why toilets are a hidden revenue stream for many UK retailers.


Getting ‘caught short’ while out shopping or running errands happens to all of us. For some, it’s an occasional inconvenience, but for people with certain health conditions, it can be a serious concern. Whatever the reason for needing a toilet while you’re out and about, finding a public loo is becoming increasingly difficult.


Research from the British Toilet Association (BTA) shows the number of public toilets has reduced by a staggering 40% since 2000. Initial Washroom Hygiene’s own research also shows that 1 in 5 (20%) people would look for a shopping centre first if they needed the toilet when away from home.


So, while toilets may not immediately come to mind when considering retail performance, they can be a hidden revenue stream for business owners and retail operators. Well- maintained, accessible facilities help shopping centres attract and retain visitors, increasing footfall across the destination. Retailers can benefit from increased visitor dwell time in their centre, creating value far beyond the washroom.


The opportunity


It’s long been clear that public toilets can boost business growth in an area, with research showing 65% of people spend less money locally due to a lack of facilities. Further, the ‘purple pound’ (the collective spending power of consumers with accessibility requirements) is worth approximately £274bn per year to the UK economy. The ‘silver pound’ represents older persons who similarly have a spending power of around £320bn each year in the UK – these are often repeat shoppers and like to shop locally.


Therefore, shopping centres which provide reliable, accessible toilets aren’t just supporting these individuals, but enabling them to participate in the community and support the high street economy. Investing in clean, accessible washrooms or calling on landlords and facilities managers to do the same, helps create an environment where all visitors feel comfortable staying longer and returning more often.


Prioritising hygiene and reliability


What will impact repeat customers is ensuring that washrooms you do have are well-stocked, fully operational and, of course, clean. A hygienic washroom is crucial for personal wellbeing and plays a vital role in preventing the spread of germs and diseases. This includes the frequent disinfection of high-touch surfaces like taps and door handles, the use of antibacterial agents and an adequate supply of soap, toilet paper and hygiene waste disposal units.


A dignified experience


Waste disposal units must also cater for all types of sanitary waste, including period and incontinence, and


36 | TOMORROW'S CLEANING


ideally be located within the toilet cubicle. Shockingly, previous research conducted on behalf of Initial Washroom Hygiene suggests that 29% of men with incontinence issues have been forced to carry a used pad in their bag or coat due to a lack of sanitary waste disposal.


“What matters most is ensuring every


visitor has a dignified experience.”


Ultimately, what matters most is ensuring every visitor has a dignified experience. For people with irritable bowel syndrome (IBS) and other invisible conditions, this means knowing facilities are accessible, inclusive and safe to use without stress or stigma. Beyond simply providing an accessible washroom, clear, inclusive signage can help signal that these spaces are there for everyone, including those with non-visible access requirements.


Building long-term customer loyalty


Hygiene expectations don’t stop at the washroom door. Customers often see washroom cleanliness as reflecting a retailer’s overall standards. Simple changes that ensure using your washroom is a reliable, hygienic and dignified experience could ultimately have a big impact on your future revenue.


www.initial.co.uk x.com/TomoCleaning


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