Walk into a shop, retail park or mall that’s spotless, bright and welcoming, and you relax. It’s a chance to take your time and perhaps linger longer than planned. The best retailers understand that when customer experience is positive, visitors are more likely to spend.
Experience and purchases are linked
We know the majority of customers notice cleanliness. And when the most basic facilities fail, so does customer experience. The crucial link between a pleasant environment and making a purchase means the importance of retail facilities management cannot be overstated. Whether you’re on the high street, in an out-of-town shopping centre or trading in a unique location, success often depends on appealing spaces.
Fragmented services impact experience
But retailers face another challenge. A loyal brand devotee who enjoys a warm welcome, spotless interiors and well-stocked shelves in their local store expects exactly the same if they pop into another branch. So, while cleanliness and comfort are fundamental, so too is consistency. It doesn’t matter if you’re operating 80, 100, 200 or 400 sites, achieving a uniform experience across your retail estate can be tricky.
Our research shows retailers rely on as many as 30 facilities management suppliers to take care of services ranging from cleaning and security to fitout and compliance. This fragmented approach has an obvious impact on in-store experience; multiple suppliers simply can’t achieve consistency across diverse branches. So, what’s the answer?
Consistency at scale
Many retail organisations are discovering consistent standards and positive experiences are best supported by a key retail facilities management partner. When services are self-delivered, they’re owned entirely by the provider. This leaves less scope for inconsistency. However, two further considerations also contribute to elevated, consistent customer experience.
Firstly, people trained for retail. You want colleagues to be immersed in your brand and schooled in service that aligns with your culture. Every person customers encounter should be well-versed in appropriate behaviours, from the security officer greeting shoppers at the door to the dedicated cleaner mopping up a spillage and the expert engineer servicing the air conditioning units.
Secondly, the latest technology. A specialised retail facilities management partner should offer a range of solutions to support consistency, such as:
- Demand-led cleaning – Using the latest sensor technology and advanced cleaning applications you can identify the busiest areas of your retail estate so that services are focused when and where they’re needed most. This elevates efficiency and standards.
- Robotics – ‘Co-bots’ complement human operatives. They sweep, scrub and polish, leaving cleaning colleagues to focus on hard-to-reach and high-traffic touchpoints, such as light switches and lift call buttons. The latest models go one step further, with programmable speech to promote deals and engage customers.
- AI spill detection – Artificial intelligence applied to camera technology can easily recognise spillages and alert cleaning operatives or co-bots to the location for prompt clean-up.
- Window-cleaning drones – Up to 10 times faster than conventional methods, this is an efficient way to keep windows, facades and difficult-to-access areas always looking their best.
- UVC cleaning – A chemical-free method that uses ultraviolet light to eradicate harmful bacteria, viruses and mould without water or harmful chemicals.
Deliver the experience customers expect
In retail, the places and spaces associated with your brand really matter. The environment you create can promote loyalty and spend, or even put customers off and drive them away. Rest assured, getting it wrong on one occasion means that’s the visit customers will remember.
A joined-up and consistent approach to retail facilities management services is extremely valuable. With the support of a retail FM specialist, your services will be delivered with care at every site, every day. You’ll benefit from the dedication of Mitie’s workforce of over 20,000 cleaning colleagues, 25,000 fire and security engineers and 5,000 technical engineers. The consistency that comes with a single provider elevates customer experience and promotes return visits.
Giving shoppers an environment they love is easier said than done. But it means the difference between a thriving retail organisation and one that struggles to connect with customers – with an inevitable impact on the bottom line. Creating consistently positive places is how retailers turn everyday visits into lasting loyalty. It’s all about making shoppers want to shop.
Find out more about how Mitie’s specialised retail facilities management creates exceptional customer experiences below.