You won’t find neatness or cleanliness listed in any marketing textbooks or discussed in any marketing class. Yet, the presence or absence of cleanliness can have a powerful effect upon a person’s decision to purchase.
Have you ever walked into a store that had a particular odor? Not like the rich coffee aroma you smell at Starbucks, but a funky smell like a wet basement or even something worse? Perhaps the floor is filthy or the selves are messy. My guess is if you are like most of the population, this lack of cleanliness and neatness will negatively affect your buying decisions.
Neatness and cleanliness extend beyond your actual store or office. It may include such things as your delivery vehicles, the dress and grooming standards of your sales representatives or service workers, your signage, and even your correspondences. For example, the people who run Disney World understand the importance of cleanliness in all aspects of their business. Their standard for neatness and cleanliness is job number one.
Can you imagine eating in a diner that had dirty counters? The famous author, Tom Peters, once said that a dirty tray top on an airplane leaves you with the impression that the airline does not properly maintain your aircraft either.
Do you consider neatness and cleanliness as part of your marketing message?
