A great first impression is vital for any retail outlet. You have to create just the right ‘kerb appeal’ to attract customers to want to come and take a closer look, perhaps perusing your window display before deciding to come in. An attractive exterior shopfront can do wonders to help draw in new customers and reinforce positive views of your existing clientele.
With a little bit of effort and imagination, it’s not difficult to ensure that your local business stands out from the competition, looking welcoming and on brand. Here are some key tips to help you refresh the exterior of your retail business premises.
- Keep improving your business proposition
In recent times, the retail landscape has been shifting beyond all recognition, creating more challenging conditions for small business owners than ever before. Online retail sales continue to soar and now account for around 15% of all retail expenditure.
In such a competitive environment, there is no time to stand and stare; you need to be on the front foot at all times. Invest plenty of time and effort periodically into reviewing what you are offering. Look through the eyes of your target audience to see whether you are truly providing what they are looking for.
In terms of your shop exterior, ask yourself what draws people in, and conversely what might put them off? From exterior maintenance to general cleanliness, attractive window displays, clear signage, landscaping and general décor, are you doing your utmost to maximise footfall into your business?
- Choose the right exterior presentation
Cleanliness may well be next to godliness, but in order for your business premises to stand out visually, you need more than hygiene. Think about your business image, your branding and corporate identity – what your business stands for should be reflected in its physical ‘personality’.
For instance, bright and cheerful colours may be perfect for a toyshop, perhaps with an iconic giant Lego man as an exterior fixture. A funeral director, on the other hand, may choose a more sombre exterior and natural flowers on display.
If you have outside space – whether it’s a little bit of pavement at the front, a beer garden round the back or a car park – make sure it is well kept. If your business is a café or restaurant, you’ll be surprised at the difference a few nicely set tables and chairs can make.
- Install clear, attractive shop signage
Whether you use a simple painted fascia board, emblazon your shop’s name in neon lights or install a branded awning for your business, make sure it enhances the rest of your retail premises’ exterior. A cheap and shoddy shop sign will do nothing for public opinion of your business.
Your signage must be clearly visible from a distance and make an impact from the other side of the street. Avoid fancy fonts and intricate lettering styles that are tricky to read. It should go without saying that spelling mistakes (and that includes apostrophes!) are a total no-no, so get someone to proofread it before it’s too late.
Naming your retail business can be mired with misunderstandings, particularly if you’ve not thought things through or are attempting humour.
Source: imgur
- Pay close attention to your window display
Shop windows are an excellent way to showcase a selection of your wares, as long as you know how to present your merchandise imaginatively, attractively and effectively. You can use space and positioning, colour and lighting to dress your window to its most advantageous.
Window dressing is a skill that not everyone possesses. If you simply don’t have the vision, don’t despair, there are plenty of professional visual merchandisers that can create a great look for you. Just take a look at these two examples and see the difference in impact a good window display can make.
Window dressing is a skill that not everyone possesses. If you simply don’t have the vision, don’t despair, there are plenty of professional visual merchandisers that can create a great look for you. Just take a look at these two examples and see the difference in impact a good window display can make.
Source: Pintrest
Source: I Do Windows
- Extend a warm welcome to your customers
Whether you’re able to serve your customers outside or you wait for them to enter your shop, make sure there’s always a warm, friendly welcome for everyone, and plenty of attention for any enquiries that a customer may have. There’s nothing quite as irritating as a surly response or, worse still, none at all.
Staff training is key for professional meeting and greeting, so don’t skimp on this important investment into your business. Arguably, you can spend as much time and effort on the physical surroundings of your retail emporium as you like, it will all be in vain if you’re let down by the customer facing skills of your employees.
POSTED BY 
