What:  A piece on how seemingly unimportant places are in fact lost opportunities for retailers.

Why it is important: Why do you think that customers are happy to pay to access the Egyptian hall traditional toilets in Harrods?

The journalist states that he had always been struck in the past by the lack of attention given to commodities in public spaces, including the toilets. Both for physical and social reasons, he calculated that women would need a space dedicated to their toilets 1,75 larger than the one dedicated to men’s, which is not the case.

More than just being concerned by their wellness, for him, this is creating at the same time frustrated female customers and lost opportunities: for instance, when looking at the female restrooms in a movie theatre, he noticed that many men were waiting their for their date, and left alone with themselves, whereas they could be confronted to displays of products or specific experience at the same time.

He also states that poorly-executed toilets can, sometimes, create a feeling of disconnection with the atmosphere the store is trying to convey, while they could also serve as showroom for specific products and appliances.

At the IADS we also believe that these often overlooked spaces could be improved and convey experience or excitement for customers, and a new revenue stream for retailers. After having toured many department stores in Europe in Q2 2022, there is ground for improvement.

Hidden opportunities: have you been to the toilet recently?