Your storefront is the “ooh, ahh” factor in your street branding. Fashioned effectively, it can bring in new curious customers and boost profits. When your storefront designs are forgotten and ignored, they can scare people away or worse, bore them into walking into the next store on your street.
So what’s the difference between a store who has lots of walk-in customers, and ones where customers pass them by? I let three local business owners dish me the goods on their own experiences.
The importance of signage
NAVA New and Vintage Apparel in Providence, RI just recently took the time to re-do their sign for this very reason. The old sign was supposed to be temporary, but lasted three years in front of their store. “It was two plastic sheets screwed into the existing metal sign that still has the old and faded Tom’s Tracks logo on it,” Elliott Olson from NAVA says.
“We opted to go with a hand-painted sign on a wood structure that encases the old one, made by a local artist and personal friend, Shawn Gilheeney. We were excited to support an artist in our community and thought that having him add some of his own personal style would give it a unique feel, something that is so quintessential to the Thayer Street shopping atmosphere.”
As if coming up with a great sign isn’t enough work, what about coming up with a sign for a store that is five feet above and set back from the main street? “He did an amazing job and came up with the idea to incorporate a old school hand pointing up the stairs,” says Olson. “We hope this helps to direct pedestrians eyes up to our window and encourages people to climb the five steps and check out what we have to offer inside.”
In terms of re-designing, Olson was able to figure out what wasn’t working and improve upon it. “Our old sign was light grey and seemed to blend into the background of the other storefronts on the street; we decided to make the new sign deep black with bright gold accents.”
But despite all this work, Olson knows that keeping up your storefront is a continuous process. “While it’s too early to say for sure, we are hopeful that the new sign will do a lot to get people in our door. It is amazing that after 3 years we still have customers who say they live around the corner and wish that had known about us sooner because they have never been in our store! So I think we will always be working to get more and more people in,” says Olson.
Kreatelier, a funky interior design store also in Providence agrees that signage is “very important”.
Line Daems, Co-Owner of Kreatelier says, “One of the first things to consider when opening a store front is the look of the window, awning etc. Clear signage will make it easier to attract customers. The business name has to be visible from all sides. We think that as a business, no matter what kind, you have to present the look, design and identity you want to transmit. Consistent branding is very important even in the window display and signage. Signage includes business name, open/closed sign, opening hours and a summary what the store is about. Also important is having the website displayed on the window so people can look you up if they want.”
Daems adds, “It is crucial for every business to be clear about what you are offering. We often assume that new customers immediately know what we offer and sell, but it is not [always clear]. Signage inside and outside the store is super important!”
Meg Kafalas, Co-Owner of Pippa’s Papers on Hope St. in Providence agrees, saying, “storefronts are hard.”
“Naturally,” she continues, “I though it would be my favorite thing when I opened. I do think that signage should be professionally done. Though, I do have a new blackboard in my window for new things. I try to make that look as nice as I can.”
So what about your windows and sidewalks?
Daems from Kreatelier thinks “window display and decoration is important, but sometimes less is better. We don’t like clutter so believe that it is better to display a few items, change regularly and not having unnecessary and distracting decorations.”
But in terms of sidewalk decoration, they’re big fans.
“We always have sidewalks displays and are sure that this brought us a lot of business. People often come into the shop because they have seen a pillow on a bench outside. We try to have small sale items outside the store just to make sure everyone knows about it. There are always a few small tables with products outside and also a bench outside with pillows on it. We offer sewing workshops and have the schedule on a chalkboard outside and inside,” says Daems.
Kafalas from Pippa’s Papers says jokingly, “I know I’ll never be another Simon Doonan, but I try to put a mix of things in the window.”
Like many other shops, both Kafalas and Daems leave their lights on during non-business hours.
“We have a timer on the window light until midnight,” says Daems, “this way walking people can take a look at the window and even store inside after business hours.”
Care to share what has worked in front of your own store? Let’s discuss in the comments!
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