Well actually it says a lot. This is the customers first perception of your brand and your business. One advantage you do have being a smaller business over a larger business is that you can do something different to showcase your brand and stand out from the crowd. May of the large retailers do not have a differentiating storefront and come across rather bland. They have company guidelines to adhere to and cannot just jazz up their storefront to entice customers through the door.
your storefront doesn’t just include your front door either, you need to plan clearly on what you are displaying through your shop windows and how to appeal to a wider audience. This is where feedback from consumers, colleagues and even friends can help. Ask them what stores fell inviting, why would they want to enter a particular store over another based on their Storefront glass doors?
Here are some top tips to ensure your storefront is in the best shape:
- Is your logo visible from the road? Would passing traffic be able to notice it? If not then this is an area you need to address.
- Ensure where possible that the exterior color of your shopfront matches your brand and even other assets such as your website, business card and leaflets.
- Have decorative accessories such as potted plants and sandwich board and have your storefront door open when the weather is nice. This creates an atmosphere which shows your shop is an inviting place to be.
- How well maintained is the frontage of the building? It’s all well and good having a nice storefront section, but if the rest of the property has fading paint and flaky window-frames, then you are setting yourself up for a disservice.
- Change up your window displays on a regular basis. This can be difficult depending on the business that you are actually running. If it is a delicatessen for example, it can be challenging but you can still change window displays with latest pricing, different meats on display etc as you would in something like toy store or a clothing boutique.
In this day and age where stores are suffering traditionally more due to online retail businesses, it is crucial to make sure that your business stands out from the crowd and you are offering something different than everyone else. Being more inviting and personable with a well designed storefront is a step in the right direction.