Keeping Retail Customers Comfortable All Year Long
DALLAS - "It's not the heat, it's the humidity" is a common complaint that can be heard almost anywhere. But it can make or break a business when it comes to the world of retail. The positive impact attained by great products, superior customer service, and competitive pricing in a retail store can often be compromised by excessive humidity.
A recent independent study has shown that humidity and temperature levels affect a customer's mood. [Andrew Parsons, "The Association Between Daily Weather and Daily Shopping Patterns," Australasian Marketing Journal 9, no. 2 (2001)]. The study concluded that when customers are comfortable, their mood tends to improve. This is important because individuals in good moods tend to emphasize positive points and downplay negative aspects of their shopping experience. According to the study, the customer's mood directly affects the inclination to buy, the amount of time spent in the store, and willingness to return.