Curb Appeal

Potential customers will form their opinion of a retail establishment in what is known as “retail’s first twenty-eight seconds” according to Chris Miller, President of Pacific Store Designs. Beginning with exterior curb appeal Miller noted that traffic flow begins on the outside of the store. Curb appeal includes not only the look of the storefront, but anything on the exterior of the business, including advertising, promotions, even the telephone greeting.

By looking subliminally at the stickers in the window or cigarette butts around a dirty storefront, perceptions form quickly. External factors such as the cleanliness of the windows or even a birds nest in the sign will be absorbed for an overall first impression, according to Miller.

It’s important to question the appeal of your store. Is there a fun window display? Is your store defined as to egress? Is there a letter missing or flickering in your sign?

“Anything outside the store or storefront, I call “curb appeal” because that’s your face and your first impression,” he said. “The exterior image needs to be extremely simple and reflect what you do in seconds.”

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