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Store Cleanliness Plays an Important Role on Where Consumers Shop

April 28, 2011

Store Cleanliness Plays an Important Role on Where Consumers Shop

A recent study performed by M/A/R/C® Research and National In-Store found that 14% of consumers said they would stop visiting a store that was not as clean as they would like, and 29% said they would only visit the store to pick up a few items they could not find elsewhere. Grocery and Drug stores should pay particular attention to store cleanliness since their shoppers are among the highest percentage measured that will “stop going to a store” if the store is not perceived as being clean.

“Clearly cleanliness is an important component of the consumer experience. It impacts consumers’ willingness to shop at a given retailer and also influences frequency of shopping and the length of time consumers are willing to shop. All of this has a direct impact on the amount of spending a retailer can capture,” says Randy Wahl, Senior Vice President at M/A/R/C Research.

The study offers insight into the impact of store appearance by store category which includes Grocery, Mass Merchandiser, Club, Consumer Electronics, Drug, Office Supply and Department stores. The study includes responses from 6,400 in-store audits as well as over 30,000 shoppers. In-store audits evaluated the appearance of store’s parking lots, litter in the store, lighting and restrooms.

“While the tendency is to focus on the potential loss of a customer, an equally important concern is the broader impact that cleanliness and other aspects of the overall consumer experience have on frequency of shopping and the amount of time or scope of their shopping,” Wahl states.

To download the full study and receive a free subscription to MEASURE – A Monthly Measurement of the Retail Experience please visit: www.marcresearch.com/measure or www.nis-retailmetrics.com

M/A/R/C® Research is a full-service marketing research and consulting firm that uses innovative qualitative and quantitative methodologies to help clients launch better products and services, find new and valuable customers, and build stronger brands. Since 1965, M/A/R/C has delivered high quality, objective driven research.

M/A/R/C’s proven marketing issues platforms support clients’ brand building efforts.

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