
Our
favorite office was located in a beautiful historic building in downtown St.
Charles, Illinois. We were smack in the middle of all the retail action and we
loved every minute we were there. Our space was large and open, overflowing
with character and an abundance of floor to ceiling windows. The downside was
that were above a bar. Now, this normally wouldn’t have been a big deal because
our day usually ended before the bar opened, but we shared a common area: the staircase
to our office was located in a lobby area that also housed the bar’s restrooms.
We
did our best to design and accessorize the lobby but even with those upgrades it
was still less than optimal. But if you hung in long enough to reach the top of
the stairs you’d find yourself in a beautiful and professional space. Fortunately, we didn’t
welcome visitors every day the way you do because first impressions are like the cover
of a book; they give you a glimpse of what’s inside, but not the whole story.
First
impressions are based on quick judgments, often influenced by appearance, and
are not always fair. That’s why that first impression perception is always high
on our list of things to watch for when we do a store makeover. We begin each
consultation standing outside of the store, observing people who are deciding
whether to enter or not. Regular customers, and those on a mission to find what
you sell, sail through the door, but new visitors tend to hesitate before
entering. This is where your store’s first impression comes into play.
Every
store has Enablers, the creature comforts that make shoppers feel
welcome, Inhibitors, the potholes that disrupt the buying experience,
and Impression Points that begin outside of your front door and continue
throughout the sales floor. Let’s take a look at how you can utilize those
first impressions to help form a positive perception.

A
well placed pop of color is an easy way to enhance the customers’ first
impression. Here, Twelfth and Brown in Lake Geneva, Wisconsin greets shoppers with
flowers, but you could just as easily use potted trees or even a brightly
colored bistro table and chairs.

Cali
& Chance in Geneva, Illinois brings the inside out, offering shoppers a
taste of what they will find inside. The chairs might be a place to park a friend
who is all shopped out. The wreath adds a touch of warmth. Who wouldn’t want to
visit this store?

Exterior
signs come in all shapes and sizes, depending on what you sell and any landlord
and local ordinances you must adhere to. The sign at Le Jardin, one of our all time favorite shops in New Orleans, speaks more to the store’s personality.
Since shopping in the French Quarter involves meandering from shop to shop, and
Le Jardin sells product created by local artisans, it’s fitting that the store
sign reflect what it sells. Whatever type exterior sign your store sports, make
sure that it is well lit, and uses a font that is large enough and easy for customers
to read.

Mod Gen is a wonderfully modern general store located in the heart of downtown Milwaukee. The
store is full of contemporary gifts and is known for its wonderful assortment
of plants, and its unique potting bar. We love the quirky sign alerting
shoppers that the store is open for business – it fits perfectly with Mod Gen’s
brand identity.

The
open sign at Anastazia Treasures for the Home in Geneva, Illinois reads, “Come
in, we’re awesome!” When the store is closed the equally awesome sign invites
shoppers to return at another time. Signs like this one encourage imagination:
What’s so awesome? I need to come back and find out!

On
the other hand, the number of signs on this door negate the welcome mat. If
shoppers can’t see inside the door you have a problem. And besides, you want
people thinking about your store, not the circus that’s happening next month.

The
door at The Hive in Lake Geneva, Wisconsin shares information that centers around the store,
doing an excellent job of telling shoppers what to expect once inside. You have
to go down a flight of stairs to reach the sales floor, but as the sign says,
it’s worth it.

J&G
Pastries in Woodstock, Illinois offers irresistible pastries and baked goods
and the store front is inviting, but the day we visited we tried the door and
found it locked. We initially walked away, thinking the shop was closed before
circling back. Can you see how we made this mistake? The pink door is a
standout and it looks like the entrance to the shop. The actual entry is to the
left. The owners said this happens often so we suggested she add a “Enter here
for pastries!” sign to her actual door and place an easel sign outside as well.

Read Between the Lynes, also in Woodstock, has a knack for creating good easel signs. The
day we visited the sign and the windows celebrated Independent Bookstore Day.
We celebrated with a latte in the store’s café.


How
cute is this easel sign from Southern Paws, a locally owned pet boutique and
barkery in the New Orleans French Quarter? Both sides are playful, and in the
barkery business playfulness is important.

Mo’s
Art Supply & Framing’s three locations in Louisiana have provided local
access to professional art materials for over 20 years. This New Orleans
location is housed in a former Chinese Presbyterian church. Inside product
glows through the stained glass, and outside shoppers are greeted by sumptuous
landscaping and signage highlighting what you’ll find in store.


Houseof Charlemagne in St. Charles, Illinois is one of our favorites to check in on
because we never know what the store will feature next. This particular week owners
Lauren and Rachel shared a little about their personal styles and inspirations.
People like to know about you! They are interested in your story and how you
came to open a store.
Note
that the copy on each of these signs isn’t exceptionally long and the font is
large enough for most people to see without their reading glasses. It’s also in
both upper and lower case letters, making it easier for older eyes to read.

Parkleigh
in Rochester, New York began its retail journey as a pharmacy in 1960. In 1986 the
pharmacy portion was eliminated and Parkleigh became a celebrated gift store.
This is the main store, the Big Store, as it’s called. You’ll find the black
and white striped branding on awnings, murals surrounding the store, and at
Parkleigh’s MacKenzie-Childs shop across the street.

The
branding continues with murals that can be found on two sides of Parkleigh’s
big store. On the day that we visited those murals were being put to work as
Instagram backdrops. We even took a few selfies ourselves.

Where
the eyes go, feet follow. The black and white striping doesn’t end on the
street level windows at Parkleigh’s MacKenzie-Childs store. The striping is
also found on the second story windows. Go outside and walk around your store,
studying it from top to bottom. You may also have an opportunity to expand your
store’s branding.

Even
at first glance you can tell that Larkin Floral in Dundee, Illinois isn’t your
average floral shop. From the quotes in the window to the everchanging displays, the florals next to the door, and owner Parisa Morris’s imagination, Larkin Floral has personality to spare. Through
marketing and social media, shoppers are frequently invited to attend a new
in-store event or stop in to sample a new product. This is important because if
you get stuck in a rut, your store will, too.

We
were sad to learn that Peaceful Parlour, the store we featured in a makeover
for a segment on MSNBC’s Your Business, was closing. After losing her
lease and selling an estimated half-ton of tea (that’s 1,000 pounds!) owner Shari
Ralish decided it was time to move on.
We
hope you won’t ever have a need for the “store closing” sign, but that “shop
local/sale” sign? Grab that idea and run with it. Shari’s signs were made by
Card Your Yard, a yard sign making service with multiple locations across the
U.S.
First
impressions can leave a lasting impact, shaping how customers perceive your
store. That’s why looking at it through your customers’ eyes is critical to
your continued success. It’s also worth remembering that people can surprise us
and that second chances do exist. If your first impression perception needs
tweaking, now is a good time to start making it better!
© KIZER & BENDER 2024 | Retail Adventures Blog