Create a Powerful Image for Your Store
How do you create a powerful image for your store. Th best place to start is the store image. Statistics show that a retailer has roughly seven seconds to capture the attention of a customer. As the saying goes, “You never get a second chance to make a first impression”. As a general rule, the image is the foundation of all retailing efforts. Store layout, presentation, signage, displays and events can change; yet they must always remain true to the store image.
1. Store Name
An effective store name sets the tone for your store. Many grocery stores have been named after the founder. If this is the case, demonstrate the stability of your store by helping the customer understand the local heritage of the store and the original owner. Your store name should conjure up positive images.
2. Powerful Visual Trademark
An identifiable trademark adds a visual image to your store name. Using the right combination of pictures, words, colors, shapes, typeface and style will make you stand out. The trademark should be unique to your store and indicative of your products and service. This will help you create an impression that is professional and lasting.
Project a welcoming and clear image of what’s in your store. Consider what the exterior architecture conveys. If the architectural style, color and texture does not convey the proper image, consider re-facing the storefront. This can be done as easily as adding or removing elements, or even a fresh coat of paint. Your store sign is the most vital element of your storefront. If your sign is losing the battle for visual dominance perhaps it is time to repaint, add more color or make it bigger. Examine your exterior windows to make sure you are optimizing your opportunity to grab additional customers. Take time to drive by your store and see it as a customer would. Consider the perspective and angle in which your customers see your store. What directions and angles are your customers entering your parking lot? Is your store visible at all times of the day and are your windows easy to read from a distance?
Creating a powerful image for your store is a vital strategy in promoting and increasing your business potential. In most cases, your image is already established. You simply have to clean it and polish it, like unearthing a precious jewel. If you need some help with this, leave it to us. We have the experience and knowledge to help you establish a strong store image.
4. Inviting Store Entrance
An entrance should be inviting to your customers. Opening up the entry way by removing clutter will help them feel comfortable. Create a positive feeling by introducing them to your store with signage and creative displays that invite them inside. Again consider your image, if your store is known for a certain product perhaps this is the time to create a special display or direct them to the appropriate aisles. If you have more than one store, create some common elements throughout the chain by applying commonalities.
5. Inside the Store
Getting your customers in the door is important, but if the inside of the store creates feelings of inconsistency or confusion, all is lost. For example, a clear entrance followed by inconsistent aisle patterns, sloppy merchandising and confusing signage may give your customer a poor impression of your store. Examine what you are trying to convey to your customer. Impressive stores convey a consistent message from the front to the back.
As you examine your store, solicit opinions from those around you. Many times we become so consumed with the actual running of the business that it becomes easy overlook what the store may look like from a customer's perspective.