Operating and managing a retail store each day can lead to overexposure of your merchandise and general visual exhaustion. Unfortunately, by not maintaining an objective perspective on your stores visual presence can lead to promotional liabilities, especially your storefront.

Did you know the average time a customer will contemplate entering a store is 7 seconds? What does your storefront need to do to protect you from losing potential customers? Below are simple (and economical!) tips to create a functional and  impressive storefront entrance.

1. Avoid tall fixtures
Using large fixtures or complex displays at your entrance will create visual barriers that reduces sight-lines and create a feeling of unwelcoming ‘separation’. Keep floor fixtures at waist or chest height for better browsing and overall higher visibility.

2. Provide a Decompression Zone
Place your lead fixture (preferably a table) 3’ - 4’ feet inside the store threshold rather than at the immediate entrance. This space will allow customers to prepare themselves for shopping and navigating your store.

An attractive and inviting storefront at Soha Living / Kahala Mall

3. Make a Statement!
Use exciting products to attract customers into your store. Tell a story through lifestyle, color or a mixture of both. Be creative and make an impact.

Victoria Secret’s Pink Store shows off a great example of classification merchandising; highlighting a few styles while using complimentary items to surround them.

ReForm School in Los Angeles shows a great lifestyle presentation. (photo credit targophoto.com via Flickr)

4. Change your Product Weekly
Plan to change your display product weekly. This will help keep the store looking fresh and appealing to frequent customers. Even better, be the customer! Shop your store for signs of stale or ineffective displays, then fix them.

5. Maintenance
IMPORTANT! Be mindful of untidy areas throughout the day, always check for dust or trash that has accumulated. Pickup after customers and remove unncessary clutter from view of the public. If you use an entry rug, straighten and clean it routinely.

Pictures Plus / Ward Warehouse

You have one chance to make a good first impression, make it count. By applying these steps to your storefront and actively working on improving your displays can help turn a passerby into a loyal customer. If you don’t take the time to care, neither will your customers.