The British Water Cooler Association (BWCA), the leading organisation in its sector, has just published a free Hydration Fact Sheet called Why Water Matters for Retailers. The free publication offers some sound advice on how something as simple as water can help improve customer dwell-time.
Retailing today is all about customer experience. And that experience should be memorable – for the right reasons.
Phillipa Atkinson-Clow, General Manager of the BWCA, says: “Whether it’s online or in-store, people want to find their purchases through an experience that is pleasant, fun and efficient. Think about what they have when they’re at home: a seat; comfort; and a refreshing drink to hand. Retailers looking to entice customers into a high street store don’t need to rely solely on high-tech, experiential events. Often there is a simpler answer: offer thirst-quenching water to keep them shopping in your outlet”.
Apart from the emphasis on well-being and hydration, the other benefit is that for those wishing to avoid single use plastics, water coolers are ideal. They are highly sustainable. The BWCA and its members place strong emphasis on environmental sustainability. The containers used for bottled water coolers are reused up to 50 times before being responsibly recycled; mains-fed coolers are plumbed into the mains and serve filtered tap water. Customers who are eco-friendly themselves and carry a reusable bottle, may be drawn to the store for refills.
Depending on the style of store or department where the cooler is located, water coolers offer valuable subliminal messages. Whether it’s health and beauty; fashion or sports apparel; eyewear; groceries; or even the toy department… water coolers give the message that you care about the health and wellbeing of your customers.
The Fact sheet offers guidance to the owner or building manager on choosing the type of water cooler that is best for your circumstances.
Phillipa Atkinson-Clow, General Manager of the BWCA, adds: “Whichever style of water cooler you choose, make sure you choose a supplier that is a Member of the BWCA, as we ensure the highest standards of safety and hygiene. BWCA Members must adhere to Codes of Practice and undergo independent annual audits. Safety is paramount”.
Visit http://www.bwca.org.uk/find-a-member.php to find a suitable supplier.