Earlier this month, my husband and I attended the 2008 Photo Marketing Association Convention and Trade Show in Las Vegas. Of particular interest was keynote speaker, Joseph Pine. Co-author of the book, “Authenticity: What Consumers Really Want", Pine delivered some relevant pieces of information. Specifically, that in today’s marketplace . . . price, quality, and delivery times have become very standardized. The new differentiator is the shopping “experience”.

In my mind, this experience includes every place that a customer sets foot (or hits bottom!). Yet many washrooms fall by the wayside. Businesses spend thousands of dollars crafting and polishing an appealing showroom or retail area—only to tarnish it with a neglected bathroom. It spoils the effect. Any area that customers visit should be treated with the same attention to detail and care.

The general feeling of most retail restroom facilities (in my experience) is that they are being offered out of obligation. They rarely feel welcoming and are frequently in disrepair. Restrooms matter. They are part of the entire shopping experience and powerful enough to make a significant impression—for better or for worse. It doesn’t take an expensive remodel to transform a lackluster restroom into something special.

As a testimonial to my restroom, nearly every woman who uses it comes out and compliments it—or thanks us. The positive effect has even spanned other demographics: one elderly man hugged me for it, and children have written thank you notes.

Small improvements can make a big difference. Skip to the Loo! was written as a guide book to help others in this respect. Covering all aspects of the restroom experience, it is packed with so many ideas that any reader is sure to discover the right fixes for their situation.