{"id":13134,"date":"2024-08-13T16:38:11","date_gmt":"2024-08-13T16:38:11","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/creating-a-positive-first-impression-perception\/"},"modified":"2024-08-13T16:38:11","modified_gmt":"2024-08-13T16:38:11","slug":"creating-a-positive-first-impression-perception","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/creating-a-positive-first-impression-perception\/","title":{"rendered":"Creating a Positive First Impression Perception"},"content":{"rendered":"

\"Retail<\/a><\/p>
\n<\/p>\n

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Our
\nfavorite office was located in a beautiful historic building in downtown St.
\nCharles, Illinois. We were smack in the middle of all the retail action and we
\nloved every minute we were there. Our space was large and open, overflowing
\nwith character and an abundance of floor to ceiling windows. The downside was
\nthat were above a bar. Now, this normally wouldn\u2019t have been a big deal because
\nour day usually ended before the bar opened, but we shared a common area: the staircase
\nto our office was located in a lobby area that also housed the bar\u2019s restrooms.<\/span> <\/span><\/span><\/p>\n

We
\ndid our best to design and accessorize the lobby but even with those upgrades it
\nwas still less than optimal. But if you hung in long enough to reach the top of
\nthe stairs you\u2019d find yourself in a beautiful and professional space. Fortunately, we didn\u2019t
\nwelcome visitors every day the way you do because first impressions are like the cover
\nof a book; they give you a glimpse of what’s inside, but not the whole story.<\/span> <\/span><\/span><\/p>\n

First
\nimpressions are based on quick judgments, often influenced by appearance, and
\nare not always fair. That\u2019s why that first impression perception is always high
\non our list of things to watch for when we do a store makeover. We begin each
\nconsultation standing outside of the store, observing people who are deciding
\nwhether to enter or not. Regular customers, and those on a mission to find what
\nyou sell, sail through the door, but new visitors tend to hesitate before
\nentering. This is where your store\u2019s first impression comes into play.<\/span> <\/span><\/span><\/p>\n

Every
\nstore has Enablers<\/i>, the creature comforts that make shoppers feel
\nwelcome, Inhibitors<\/i>, the potholes that disrupt the buying experience,
\nand Impression Points<\/i> that begin outside of your front door and continue
\nthroughout the sales floor. Let\u2019s take a look at how you can utilize those
\nfirst impressions to help form a positive perception.<\/span><\/span><\/p>\n

\n

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\n

A
\nwell placed pop of color is an easy way to enhance the customers\u2019 first
\nimpression. Here, Twelfth and Brown in Lake Geneva, Wisconsin greets shoppers with
\nflowers, but you could just as easily use potted trees or even a brightly
\ncolored bistro table and chairs.<\/span><\/span><\/p>\n

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<\/div>\n<\/p>\n

Cali
\n& Chance in Geneva, Illinois brings the inside out, offering shoppers a
\ntaste of what they will find inside. The chairs might be a place to park a friend
\nwho is all shopped out. The wreath adds a touch of warmth. Who wouldn\u2019t want to
\nvisit this store?<\/span><\/span><\/p>\n

\n

<\/div>\n<\/p>\n

Exterior
\nsigns come in all shapes and sizes, depending on what you sell and any landlord
\nand 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\u2019s personality.
\nSince shopping in the French Quarter involves meandering from shop to shop, and
\nLe Jardin sells product created by local artisans, it\u2019s fitting that the store
\nsign reflect what it sells. Whatever type exterior sign your store sports, make
\nsure that it is well lit, and uses a font that is large enough and easy for customers
\nto read.<\/span><\/span><\/p>\n

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<\/div>\n<\/p>\n

Mod Gen is a wonderfully modern general store located in the heart of downtown Milwaukee. The
\nstore is full of contemporary gifts and is known for its wonderful assortment
\nof plants, and its unique potting bar. We love the quirky sign alerting
\nshoppers that the store is open for business \u2013 it fits perfectly with Mod Gen\u2019s
\nbrand identity.<\/span><\/span><\/p>\n<\/div>\n<\/p>\n

<\/div>\n

The
\nopen sign at Anastazia Treasures for the Home in Geneva, Illinois reads, \u201cCome
\nin, we\u2019re awesome!\u201d When the store is closed the equally awesome sign invites
\nshoppers to return at another time. Signs like this one encourage imagination:
\nWhat\u2019s so awesome? I need to come back and find out!<\/span><\/span><\/p>\n<\/p>\n

\n

\n

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<\/span>On
\nthe other hand, the number of signs on this door negate the welcome mat. If
\nshoppers can\u2019t see inside the door you have a problem. And besides, you want
\npeople thinking about your store, not the circus that\u2019s happening next month.<\/span><\/span><\/p>\n<\/div>\n

<\/span><\/p>\n<\/p>\n

<\/div>\n
\n

The
\ndoor at The Hive in Lake Geneva, Wisconsin shares information that centers around the store,
\ndoing an excellent job of telling shoppers what to expect once inside. You have
\nto go down a flight of stairs to reach the sales floor, but as the sign says,
\nit\u2019s worth it.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

J&G
\nPastries in Woodstock, Illinois offers irresistible pastries and baked goods
\nand the store front is inviting, but the day we visited we tried the door and
\nfound it locked. We initially walked away, thinking the shop was closed before
\ncircling back. Can you see how we made this mistake? The pink door is a
\nstandout and it looks like the entrance to the shop. The actual entry is to the
\nleft. The owners said this happens often so we suggested she add a \u201cEnter here
\nfor pastries!\u201d sign to her actual door and place an easel sign outside as well.<\/span><\/span><\/p>\n

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<\/div>\n<\/p>\n

Read Between the Lynes, also in Woodstock, has a knack for creating good easel signs. The
\nday we visited the sign and the windows celebrated Independent Bookstore Day.
\nWe celebrated with a latte in the store\u2019s caf\u00e9.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n

<\/p>\n

<\/div>\n

How
\ncute is this easel sign from Southern Paws, a locally owned pet boutique and
\nbarkery in the New Orleans French Quarter? Both sides are playful, and in the
\nbarkery business playfulness is important.<\/span><\/span><\/p>\n

<\/span><\/p>\n

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Mo’s
\nArt Supply & Framing\u2019s three locations in Louisiana have provided local
\naccess to professional art materials for over 20 years. This New Orleans
\nlocation is housed in a former Chinese Presbyterian church. Inside product
\nglows through the stained glass, and outside shoppers are greeted by sumptuous
\nlandscaping and signage highlighting what you\u2019ll find in store.<\/span><\/span><\/p>\n

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<\/div>\n

<\/p>\n

<\/div>\n<\/p>\n

Houseof Charlemagne in St. Charles, Illinois is one of our favorites to check in on
\nbecause we never know what the store will feature next. This particular week owners
\nLauren and Rachel shared a little about their personal styles and inspirations.
\nPeople like to know about you! They are interested in your story and how you
\ncame to open a store.<\/span><\/span> <\/span><\/p>\n

Note
\nthat the copy on each of these signs isn\u2019t exceptionally long and the font is
\nlarge enough for most people to see without their reading glasses. It\u2019s also in
\nboth upper and lower case letters, making it easier for older eyes to read.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

Parkleigh
\nin Rochester, New York began its retail journey as a pharmacy in 1960. In 1986 the
\npharmacy portion was eliminated and Parkleigh became a celebrated gift store.
\nThis is the main store, the Big Store, as it\u2019s called. You\u2019ll find the black
\nand white striped branding on awnings, murals surrounding the store, and at
\nParkleigh\u2019s MacKenzie-Childs shop across the street.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

The
\nbranding continues with murals that can be found on two sides of Parkleigh\u2019s
\nbig store. On the day that we visited those murals were being put to work as
\nInstagram backdrops. We even took a few selfies ourselves.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

Where
\nthe eyes go, feet follow. The black and white striping doesn\u2019t end on the
\nstreet level windows at Parkleigh\u2019s MacKenzie-Childs store. The striping is
\nalso found on the second story windows. Go outside and walk around your store,
\nstudying it from top to bottom. You may also have an opportunity to expand your
\nstore\u2019s branding.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

Even
\nat first glance you can tell that Larkin Floral in Dundee, Illinois isn\u2019t your
\naverage 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
\nmarketing and social media, shoppers are frequently invited to attend a new
\nin-store event or stop in to sample a new product. This is important because if
\nyou get stuck in a rut, your store will, too.<\/span><\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

We
\nwere sad to learn that Peaceful Parlour, the store we featured in a makeover
\nfor a segment on MSNBC\u2019s Your Business<\/i>, was closing. After losing her
\nlease and selling an estimated half-ton of tea (that\u2019s 1,000 pounds!) owner Shari
\nRalish decided it was time to move on.<\/span> <\/span><\/span><\/p>\n

We
\nhope you won\u2019t ever have a need for the \u201cstore closing\u201d sign, but that \u201cshop
\nlocal\/sale\u201d sign? Grab that idea and run with it. Shari\u2019s signs were made by
\nCard Your Yard, a yard sign making service with multiple locations across the
\nU.S.<\/span> <\/span><\/span><\/p>\n

First
\nimpressions can leave a lasting impact, shaping how customers perceive your
\nstore. That’s why looking at it through your customers\u2019 eyes is critical to
\nyour continued success. It’s also worth remembering that people can surprise us
\nand that second chances do exist. If your first impression perception needs
\ntweaking, now is a good time to start making it better!<\/span><\/span><\/p>\n

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\n


<\/span><\/p>\n

\u00a9 KIZER & BENDER 2024  |  Retail Adventures Blog<\/span><\/span><\/p>\n


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\n


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<\/span><\/span><\/p>\n<\/p>\n

<\/div>\n

\"Retail<\/a><\/p>
<\/p>\n","protected":false},"excerpt":{"rendered":"

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