Ten percent of building guests will visit the restroom — a significant number to impress for a cost that is pennies compared to media advertising. A special restroom will reinforce perceptions of quality and demonstrate care . . . leading to loyalty. It is win-win: good for customers and good for business. I’m not talking about a major remodel . . . just some decor, inexpensive amenities (pretty paint, pictures on the wall, flowers, a chair, a nice baby changing table instead of a plastic one), conscientious maintenance (a feminine dispenser than isn’t empty or broken) and using staff to monitor it during business hours.

This marketing effort is definitely aimed at women, so you must be able to think like a woman to get it, or ask some of the women in your life what a good (or bad) store restroom means to them. In the case of my husband, who doesn’t give a second thought to restrooms, this was the astonishing factor (and the message I am trying to convey). Women absolutely will choose one store over another based on restroom quality. They will return again and again . . . and purchase. They will tell friends. They will avoid or ban stores— or restaurants— with a bad restroom. You may wish to keep an eye on my restroom poll and stories at skiptotheloo.com.

The evidence suggests roughly 50%. As a guy, it doesn’t make any sense to me. But after asking a bunch of women, its clear that there is another point of view. Try asking some women in your market area if they can name a few good restrooms in the area. I’ll bet they can, and that there will be some commonality among the restrooms they name.

On behalf of Linda, thank you for the welcome!

Randy

i’m a bit divided in my thinking on this. on one hand, i definitely think that having buzz-worthy facilities can be a differentiator. on the other hand, i wonder what percentage of individuals regularly interact with that aspect of an establishment vs. the “front of store” areas?

that said…for some groups (perhaps those with kids, for example), i could see how this could be a notable area on which to focus.

best of luck in the new endeavor!

-cfc

Congrats! to Linda for stepping into social media. I think that bathrooms matter in a retail setting. Just this week I saw 2 young moms feeding their babies in the bathroom lounge area of a major department store.