Your storefront is your business’s face. It’s what current customers will remember and what you hope new customers will resonate with. Your storefront is a visual representation of your brand. It sets the tone for the interaction a customer will have with the business in front of them.
Here is how to create a memorable storefront that establishes a clear brand identity and differentiates yourself from the competition.
Clarity in Branding
Have a clear storefront that is minimalist in design and execution. Your logo and signage should be easily visible and maintain a cohesive look. Any name, logo, or tagline should be prominently displayed and presented in a professional presentation that does not overwhelm. Follow a minimalist design.
Display Basic Information Clearly
Ensure your store hours are clear and accurate on the door or window. If there is other pertinent information to display, temporary or permanent, it should be visible.
Invest in Digital Signage Software
Use digital screens to show promotions, new arrivals, and best-sellers, all in real-time and with digital signage software to rotate what’s shown. The value of rotating content is keeping your storefront fresh and engaging for customers, new and old.
Engage with the Community
Try to find ways to show in your storefront that your business is a part of the community. This may involve advertising community events, collaborating with other businesses, or supporting local charity causes. It lets your customers know your reputation and what’s important to you.
Check Out the Competition
Look at what others have done with their storefronts for inspiration. The storefront may not even be in the same industry as you, but you may pick up on a certain creative idea or rhythm that can be duplicated in what you do.
Make Your Entryway Easy and Welcoming
Give your entrance a sense of warmth and welcome. Ensure your door is easily accessible and marked to prevent confusion. Use digital or otherwise signage to direct customers. A welcome mat or unique door design can also prove very memorable.
Make Your Memorable Storefront Stand Out
Don’t be afraid to get creative and start thinking outside the box. There are no rules. If you can capture attention and convert that into a sale, anything that can accomplish that is fair game for a storefront.
Highlight Key Products in the Window
Select your best-selling or flagship products that best reflect your store’s meaning and feature them near your storefront or in the window. Give them a prominent display. Include pricing, product descriptions, or benefits to entice shoppers to enter and check them out further.
Light Your Storefront
A storefront needs lighting during the evening and overnight hours, including ambient, accent, and task lighting. Ensure you have adequate light to keep fonts legible and messaging easily seen. Any signage you put up should be kept visible day and night. This is where lighting serves a purpose.
Use Bold Colours to Draw Attention
Bright and bold. This is what you want from a storefront. You don’t want a store that will fade into the background. Draw attention to yourself with the right space between elements, brightness, and a bold colour scheme.
Engaging Graphics Add Appeal
We live in a very graphic-based world, and while you don’t need to cover your storefront with animations, digital signage, and images, graphics can help. It doesn’t hurt to enhance a store’s visual appeal with eye-catching personality-infused graphics in small doses.
Connect Emotionally to Your Customer
The images you use and how your brand is presented should connect emotionally with your target customer. Emotions drive choices before, during, and after purchase. People spend more on a brand they feel emotionally attached to or connected with.
Rotate Your Storefront Seasonally
Keep your customers guessing and give them something to get excited about with a storefront you rotate every season. Add new seasonal décor and a new décor theme for spring, summer, fall, or winter. Keep your store trendy year-round without your display growing tired.
Run Limited-Time Seasonal Sales
Use digital signage to promote seasonal sales. Major holidays like Black Friday and Christmas have their own sales season. Use this to your advantage by advertising your seasonal sales on your storefront. This may include special bundle deals, buy-one-get-one promos, and other strategies.
Encourage Impulse Purchases
Include in your storefront mentions of low prices, discounts, promotional messaging, and other details that would make someone want to come inside and check out your store. Even if an interested party does not enter immediately, they are almost guaranteed to return with the memory of a good offer.
Advertise Free Samples or Free Trials
A free sample or trial of a product or service may be enough to entice a customer to buy. You may even want to set up the free samples or trial area near the front of your store, ensuring that passersby can physically see the offer.
Lynn Martelli is an editor at Readability. She received her MFA in Creative Writing from Antioch University and has worked as an editor for over 10 years. Lynn has edited a wide variety of books, including fiction, non-fiction, memoirs, and more. In her free time, Lynn enjoys reading, writing, and spending time with her family and friends.
