RETAILERS SPEND MUCH OF their day making sure the sales floor is perfectly set, stocked and signed to serve customers. That’s a given. But how much time do you spend looking at your storefront? Does that space reflect the same level of care and attention customers find inside?
According to a survey by market research firm Morpace, 95% of consumers say a store’s exterior influences their decision on where to shop, and more than two-thirds have avoided a business because of its external appearance. That’s a statistic no retailer can afford to ignore. Let’s take a look at what you can do to improve your curb appeal:
Begin in the parking lot. If you rent, your landlord or shopping center owns the parking lot, but shoppers perceive that it belongs to you. The parking lot should be pothole-free, easy to navigate, provide accessible parking and easy transition via ramps, and offer plenty of lighting so shoppers feel safe, especially at night. If your lot does not comfortably provide these things, speak with your landlord about improvements.
Say hello to the world. A clean, branded and well-maintained entrance tells customers that you’re ready for business. Make sure your exterior sign is visible, readable and well-lit from multiple directions. Immediately replace burned-out bulbs and keep your logo shining bright. Exterior signing also includes window signs that highlight merchandise shoppers will find inside.
Consider adding “chase signing,” 6- to 8-foot white, reflective vinyl lettering for important product categories and services you sell. Begin in the lower left corner of the window, go up to the top, across and down the other side, ending in the lower right corner. When you’re finished, the chase signing will look like a border framing three sides of the window. Add your hours in a large easy-to-read font. Center your phone number and website at the bottom, the latter so customers can check out your merchandise even when you are closed.
Create winning window displays. Shoppers should be able to take in your windows in eight seconds or fewer. If the display is too busy, they tend to tune it out. Walk outside and approach your business from multiple directions to ensure your window displays entice shoppers to step inside. Consider lighting your windows at night, especially if you are in an area with a lot of foot traffic.
Dress it up. People judge books by their covers, and they judge retailers by their storefronts. Add warmth with potted plants or colorful flower boxes. Place a bench in a dog-friendly area. Eliminate clutter: no taped-up posters or faded flyers on the door; add a bulletin board inside instead.
Keep it neat and tidy. One of the easiest things you can do to up your curb appeal is to regularly check it for cleanliness. This is important for both the shoppers and the pets who visit. Add a pet waste station if you don’t already have one. Sweep the sidewalk, remove litter, regularly empty trash cans, wash the windows and doors, and keep any smoking receptacles at the legal distance or farther away. In the winter months, stay on top of snow and ice removal.
Your business is a living entity that must evolve to thrive. Customers come to you for products, certainly, but they also come for ideas, inspiration, and experiences they can share with their pets. Maintaining curb appeal requires extra effort, but it’s an investment that pays off every time a customer chooses you over the competition.
Advertisement
