How Indoor Comfort Impacts Customer Experience and Sales in Retail Spaces
by Pijus Maity Retail 28 January 2025
Indoor comfort in retail is often overlooked. Often, it is not considered an important or useful metric to understand or keep in mind. However, in reality, the importance of this metric cannot be overstated.
A customer might not state this outright, but they expect you to provide them with comfort in their shopping journey. Therefore, they might be browsing electronic gadgets, wearing shoes, or having lunch at a cafe; they expect comfort.
As a retail business owner, it is your job to provide that comfort to your customers. Otherwise, they might feel like they have been swindled out of their money. The best place to start this journey is to understand the importance of professional HVAC.
A good HVAC ensures that your systems work like a well-oiled machine’s cogs. Therefore, you must start the journey over there. However, we are not one. Follow along to understand how you can improve indoor comfort in retail in a few easy steps.
Why Indoor Comfort Matters in Retail Spaces
A recent study by the International Journal of Retail & Distribution Management elucidated the importance of in-store retail comfort. The authors created a metric called IEQ, or indoor environmental quality, to study how comfort directly influences customer behavior.
This shows that indoor comfort is more than just adjusting the temperature to optimize the noise levels. It is also about how a customer perceives a space. The dynamic nature of the metric is a testament to its far-reaching importance.
The research above found that subtle markers, such as the quality of air, paint scheme, furniture arrangement, overall aesthetic, etc., play a key role in shaping customer behavior. All of these markers appeal to a person’s hedonistic essence.
For example, a Zara store would go overboard with opulence when designing their stores. As a result, it will compel buyers to relate to this opulence and shape their buying behavior. Meanwhile, Target would not go overboard, as its intended effect is to appeal to a person’s frugal way of shopping.
This shows the general importance of a retail environment in shaping customer behavior and buying mentality.
The Science of Comfort: Temperature, Humidity, and Air Quality
Comfort is not a vague feeling that exists. It is a highly complex feeling that comes with its science. Therefore, to improve indoor comfort in retail, you must understand the overall science that determines it. Here is a brief rundown of the science of comfort for indoor retail comfort.
Temperature
Temperature is very important when the question of comfort arises. Studies have shown that the ideal temperature for shopping is between 68°F and 72°F or 20°C and 22°C.
Therefore, following this temperature rule, retail stores will encourage more customers to try out newer things and buy more.
Humidity
Another metric that determines comfort is humidity. You must keep the humidity levels between 50% to 30%. Going overboard will increase discomfort.
Similarly, going down will increase dryness and a sense of itchiness. As a result, both extremes will have detrimental effects on the whole deal.
Air Quality
Air quality directly impacts how fresh and clean a space feels. Poor ventilation or noticeable odors can deter customers from returning. Retail HVAC systems should be equipped with filters and ventilation solutions to ensure a steady supply of fresh air.
The Role of Retail HVAC Systems in Creating Comfort
The HVAC system plays a major role in creating a favorable environment for retail indoors. As a result, you must approach the topic of indoor retail comfort with a more detailed understanding of the whole deal.
Here are three key roles an HVAC system needs to fulfill to improve the overall comfort of an indoor retail chain.
Energy Efficiency
Modern retail HVAC systems are designed to be energy efficient, reducing operational costs while maintaining comfort.
Features like programmable thermostats, zoning systems, and variable-speed compressors allow retailers to fine-tune indoor conditions without overloading their budgets.
Maintenance and Reliability
Regular HVAC maintenance is crucial for avoiding breakdowns and ensuring consistent performance.
According to the U.S. Department of Energy, routine maintenance can improve HVAC efficiency by up to 30% and extend the system’s lifespan.
The Financial Impact of Indoor Comfort
Investing in retail air conditioning and HVAC systems may seem significant, but it’s often more cost-effective than the alternative. Here’s how:
- Reduced Customer Turnover: A comfortable environment encourages repeat business. The Harvard Business Review statistics indicate that a 5% increase in customer retention can boost profits by 25% to 95%.
- Energy Savings: High-efficiency HVAC systems can significantly lower energy costs. The EPA reports that businesses can save up to 20% on energy bills with ENERGY STAR-certified equipment.
- Fewer Complaints: An uncomfortable environment can lead to customer complaints, impacting staff time and brand reputation. Proactively addressing indoor comfort reduces this risk.
Real-World Success Stories
We have already discussed the importance of IEQ and how indoor retail comfort can affect sales.
However, we have not seen any real-life incidents where this happened. In this section, we will look at a case study by Camfil to understand how indoor comfort in retail can push business sales.
Recently, a major grocery chain upgraded its air system. This small change had far-reaching benefits like improved air quality and even allowed the grocery chain to minimize its filtration system costs with the help of upgraded air systems.
This shows why and how IEQ matters in the grand scheme of things in the retail industry.
Best Practices for Maintaining Retail HVAC Systems
A poorly maintained HVAC system can harbor carcinogenic fumes. Therefore, you must be careful and follow a regime that can help you keep your HVAC system happy and helpful.
- Schedule Regular Inspections: Bi-annual check-ups can identify and resolve potential issues before they escalate.
- Replace Filters Frequently: Dirty filters can reduce airflow and air quality. Ensure filters are replaced every 1 to 3 months.
- Calibrate Thermostats: Ensure thermostats are correctly set and functional to avoid energy waste and inconsistent temperatures.
- Upgrade When Necessary: Older systems are less efficient and more prone to breakdowns. Investing in newer models can save money in the long term.
Conclusion
Indoor comfort in retail is crucial. Though it does not directly affect a business, it does have some impressive stats. A business that considers its customers’ comfort will perform better than other companies.
Therefore, consider improving your overall IEQ to indirectly influence sales figures and ensure your business complies with safety regulations. If you liked this content, please let us know, and follow us for more.
Thank you, and have a great day ahead.
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