European Textile Services Association

UNIFORMS ADD VALUE IN RETAIL SECTOR

E.T.S.A. survey finds uniforms enhance staff credibility, ease of identification.

In the summer, E.T.S.A. (the European Textile Services Association) commissioned a pan-European survey into consumers' perceptions about staff uniforms in shops. This extensive survey was carried out in seven countries and comprised almost one thousand face-to-face interviews with consumers in major city centres.

The sectors covered in this survey were: Electrical, sanitation and heating stores, Fast food restaurants, Home electronics stores, Department stores, Pharmacies and Supermarkets. Consumers are often in search of reassurance and advice when they're out shopping, so it's hardly surprising that an overwhelming (88% EUROPEAN AVERAGE) of those who expressed an opinion said that they would be more likely to visit a shop where the staff wore uniforms. The fact that uniforms lent staff an air of credibility and authority (59% EUROPEAN AVERAGE agreed) is also an interesting and important factor, as is the fact that uniforms seem to give customers a feeling of confidence in the staff's ability (56% EUROPEAN AVERAGE agreed). Unsurprisingly, 97% (EUROPEAN AVERAGE) of customers thought that uniforms were helpful in identifying staff, another factor which helps to make their shopping experience easier and more convenient. While respondents had confidence in staff who wore uniforms, they were not quite as convinced that wearing a uniform meant that staff would be more polite (7% EUROPEAN AVERAGE agreed) and just 40% (EUROPEAN AVERAGE) believed that uniforms meant that they would enjoy a higher level of service or product quality.

According to SPOKESPERSON, "This survey highlights the importance that the general public attach to uniforms in the retail sector. Uniforms boost customer confidence, lend an impression of professionalism and help customers to enjoy a simpler and more convenient shopping experience. Uniforms are an effective and economical way to show customers that your company is professional, efficient and helpful."

The E.T.S.A. survey shows that uniforms not only promote your corporate image, they instil confidence and trust in your company amongst your customers.