Lack of changing rooms leads to change of shop

Shops need to think about changing room provision to prevent early store exits by potential customers.

With inclement weather forecasted, my wife and I ventured to Bluewater shopping centre last weekend and were certainly not the only like-minded individuals keen to sniff out a bargain.

Kent’s retail metropolis was a veritable heaving mass of shoppers and it was encouraging to see tills ringing and credit card readers working overtime.

However, one aspect of the customer experience that was lacking in a number of stores was the provision of changing rooms. I chose a couple of shirts in Republic but the queue to try them on was six deep so I decided to don them over my T-shirt to save time (no-one wanted to see my bare chest at 2pm!).

Luckily wearing a shirt over a T-shirt is a relatively risk-free shopping strategy and I was happy it would fit on its own.

However, when it comes to jeans or trousers, trying them on before purchase is critical. But I wonder how many returns are initiated because of a lack of changing rooms and customers that are willing to take a risk.

Now, of course, retail space is expensive with rents at a premium especially in the south east of England and shops don’t want to sacrifice valuable clothes space for changing rooms. A careful balance needs to be struck to prevent returns as this only adds to another more important queue – at the till.

In the US, Gap is remodelling its discount clothing brand Old Navy to give it a more modern feel by moving checkout areas to the middle of the store and providing ‘Quick Change’ booths so that shoppers can try clothes on with minimum fuss.

Consumer surveys point to the fact that customer service expectations soar in times of financial hardship and changing rooms is an area that requires attention to prevent early exits and drive sales.

- Tom Jones