The Commercial Inspector Blog Posts

Striking Storefronts: How to Upgrade Your Brick-and-Mortar’s Front Door

STRIKING STOREFRONTS: HOW TO UPGRADE YOUR BRICK-AND-MORTAR'S FRONT DOOR
 September 11, 2024 |  Property Management, Property Maintenance, Property Investment |  exterior maintenance, cleaning, retail space, restaurant, commercial real estate tenants

With the rise of e-commerce, businesses everywhere have had to adapt to creating an inviting digital “front door” to ensure positive virtual first impressions. For most companies, this has meant a robust investment in digital presence, including websites, SEO, review-gathering strategies, and social media. Ironically, the increased attention to online marketing has led some business owners to neglect their brick-and-mortars’ literal front doors. But despite the glut of online-only shoppers, businesses still need a strong, inviting storefront. If your storefront needs a little attention, here are some thoughts on how to start your revamp.

Note: revamping your storefront isn’t something just for retailers or restaurants! All businesses benefit from creating a more inviting atmosphere. Plus, a more unique storefront shows investment in your community, and it can make your neighborhood a more vibrant place to be.

Rule #1 of Storefront Design
Your first focus when redesigning your storefront should be your brand.

A clear brand will be consistent across all platforms. This means that whether a client visits your store in person, your business website online, or one of your social media pages, your designs need to have a cohesive feel that conveys the message you intend.

For example, a business that wants to convey trustworthiness may include shades of blue in its branding based on color theory (learn more about color theory from marketers at HubSpot). Good business marketing should consistently include this coloring on their social media graphics, on their online store, and in their brick-and-mortar entrance.

Additionally, businesses that want to emphasize their years of experience might highlight the historic architecture of their building, while trending brands might want to lean into a more eclectic, colorful design. Whatever your brand is, bring it straight to your storefront and make your entrance a preview of some of the products and services that you’re offering within.

Make Your Signage Striking
Your sign just might be the most influential factor in enticing a new customer. According to a study by FedEx, 76% of consumers enter a store they’ve never been to before based solely on its sign, 60% of consumers may not enter a store due to a missing sign, and 68% of consumers believe that a store sign’s quality is a direct reflection of a business’ quality.

Of all the exterior features, your sign should be a top priority, so focus on making your design striking and intriguing enough for customers to want to learn more. Handmade-style signs are popular and a fantastic option, especially for businesses that want to emphasize their locality. Blade signs that extend from the building are great for busier areas, and the right lighting can really elevate a sign’s impact.

Keep Your Facade Clean and Maintained
Of course, you can have the fanciest, most unique storefront design, but if you can’t maintain your exterior consistently, these features will fall flat. Notably, window-cleaning tends to get neglected, and it’s important not to put off repainting exteriors for too long. If you aren’t required by local law to apply a fresh coat, consider building this into your budget every five years or so. It can be shocking how much a fresh coat will brighten an area!

With this same thought in mind, business and property owners should do what they can to maximize the walkability of their buildings. Just as potholes will make a parking lot less accessible, landscaping issues can cause otherwise willing customers to take their money elsewhere.

Keep your exteriors clean and well-maintained to eliminate any deterrents to business.

Note: Another great way to clean up an unpleasant area of your storefront might be to commission a mural. Murals show even more community investment and can lead to viral marketing opportunities.

Consider Exterior Seating
If your storefront has some space to play with, experiment with outdoor seating. Regardless of the type of business you’re running, open public seating will encourage people to linger around your storefront longer and can create a more welcoming, approachable atmosphere. Frequent guests will appreciate the rest, and exterior seating has been known to reinforce something called “social proof.”

In case you’re unfamiliar, social proof is a concept in marketing wherein customers are more likely to make a purchase if they see others making the same purchase. Marketers at Sprout Social speak a bit more on the topic of social proof right here!

If potential customers see others enjoying your store’s space, they may want to see what all the fuss is about themselves.

Vary Your Window Displays
Lastly, retailers should know this rule well, but just as window displays should be switched out frequently to keep the space feeling current, managers should consider updating all aspects of their storefront from time to time. Pay attention to what features guests enjoy and comment on the most, and don’t be afraid to play with seasonal trends.

Taking interest in your building’s design features shows that you care about your business. Clients will take queues from this evidence, as it can be seen as a reflection of how you treat your customers.

Keeping an inviting business starts with a strong maintenance plan, and a strong maintenance plan should start with a comprehensive commercial inspection. Call NPI before you buy.