Restroom Available Boosts Sales?

First thing, hats off to the Neewollah organizers in Independence for another great week of events.

For the second year, one downtown merchant put up a sign that said “Restroom Available”. For the second year, the merchant had near-record sales during Neewollah week. For this store, the week’s sales were the fifth best they’ve ever had behind only their best weeks during the Christmas season. It’s no coincidence that these record sales occurred as the proprietors welcomed event-goers into their store and to use their facility.
The implications here go much deeper than just making their restroom available. Brian Hight and Ryan McDiarmid at Magnolia Health and Home understand that today’s consumers want a shopping experience that is pleasant, comfortable and unique. Part of their success is welcoming their customers and visitors as if they are guests in their homes, including the use of the restroom. The “Restroom Available” sign says, in a huge, unconscious way "You are welcome here. We want your experience with us to be positive and comfortable and we appreciate your business.”

This as opposed to the sea of "No Public Restroom" signs that suggest; "Stay away unless you want to buy something. If you do buy something, give us your money, take your purchase and get out of here before you need to use the restroom." The signs are not unique to Independence, but can be found on other businesses in Montgomery County and around Southeast Kansas. I’ve even seen one on a convenience store restroom door. Imagine some weary traveler stopping to get fuel and then being blind-sided by a No Public Restroom sign inside. I drive by the store twice daily during the work week and I haven’t purchased a thing there since the sign went up a couple of years ago.

We all become frustrated by big “box stores” coming to town and taking our customers away, but it is no accident that Walmart puts the restrooms right up at the front of the store; convenient to those that need them. Walmart knows that the longer you are in the store, the more you are likely to buy, so, if you need to use the restroom while there, they are more than happy to accommodate.

The Magnolia experience of the last two years during Neewollah has dispelled a couple of myths: 1.) People won’t shop and buy things while attending Neewollah events—they will. 2.) The Public will trash your restrooms if you let the Public use them—they didn’t. (Even if Brian or Ryan had to clean up one or more messes, they would have considered it a good tradeoff considering the sales they made during the period.)

About customers actively buying during a special event, Brian says "Just get people downtown and then it’s up to us (merchants) to do something to get them in the store." People are looking for a positive and unique shopping experience and they will spend money where they get that experience coupled with what they perceive as a good value for the money spent.

Signage and actions, even when they seem subtle, can send big messages about the perceived shopping experience and the perception can be either positive or negative.