First impressions count, especially when you’re trying to attract potential customers into your business. Interactions with a brand begin before anyone even sets foot inside the door, so stores rely on kerb appeal to catch the eye.
Giving consumers motivation to come in, shop design is so important. As there’s so much competition on the high street, you need to stand out from rivals by having an attractive façade design.
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A poll of shoppers revealed 80% of passers-by would pop into a new store with an “inviting and clean” exterior, according to the Retail Customer Experience study. This shows their first impression is just as important as their in-store experience.
While the ultimate aim is to make sales, there’s far more to the retail sector than displaying your wares and hoping they are bought.
Purpose of shopfronts
Understanding the psychology of shopping will help you to reap the rewards. In particular, the value of your shop entryway should never be underestimated. Its main purpose is to attract the attention of passers-by, with more than 50% of consumers saying they will walk straight past any premises with a tatty exterior, as it doesn’t instil confidence in the products or services offered inside.
When designing or refurbishing the entrance, any potential growth in trade should be considered, as no-one wants to be stuck in a bottleneck waiting to enter or leave. Consumers are reluctant to go into shops that look overcrowded, according to research published on the National Institute of Health website.
This subconscious reaction to seeing a cluster of people around a shopfront is largely a throwback to the Covid-19 pandemic, studies suggest. Respondents to a questionnaire on grocery shopping habits said an overcrowded shop entrance left them with a negative impression of the business and they would be less likely to enter: automatic sliding doors can help to prevent bottlenecks at the entrance.
Retailers need to stay tuned in to surveys such as this to satisfy consumer needs, so your shopfront design needs to be in line with your brand and the impression you’re aiming to create. This includes the colour scheme, typeface of the lettering and the general mood of the display.
Shopfront important features
When you’re running a retail store, it goes without saying that the entrance needs to be warm and appealing, but there are certain key elements that deserve a little more thought.
Use the doorway as a viewpoint that enables passers-by to get a feel for your shop, grabbing an enticing glimpse of the interior as they approach. The materials used are an important part of the appearance and functionality, with aluminium shopfronts being a popular choice. Providing a sleek ambience, aluminium is a strong and durable material that’s suitable for a high-traffic area, while assuring long-term security.
Create a friendly and welcoming environment, establishing the mood for shopping encounters with your brand. This should include legible signs, good lighting and a well-organised window layout to provide the best first impression.
Consumers feel more comfortable and at ease when faced with a welcoming storefront, which ultimately creates a positive association, thus promoting a longer visit and repeat business. It seems like common sense, but the fact that a happy shopper spends more is often under-appreciated in retail.
Making the appropriate investment in your façade design, such as commissioning professional curtain walling installers to revamp your premises, or choosing top-quality commercial aluminium doors, could boost sales by creating a more inviting entrance. Windows and doors for commercial premises are available in a choice of styles, patterns and colours, providing a customised entryway to meet your business’s bespoke needs.
Keeping the shop front clean and preventing it from looking tired are two common issues faced by retailers, but the durability of aluminium means, on average, it will last longer than other materials and it’s also easier to keep clean and well-maintained.
Today’s customers are demanding more from in-store experiences, as the rise in internet shopping has created some significant challenges. Rise to the challenge: provide a shopping trip to remember. Attracting new customers to enter your store is the first step on the ladder to greater success.