Appearances Count: Making Your Business Look Appealing to Customers

Filed Under: All Posts, Guest Bloggers on February 17, 2009

A Main Street business consultant presented on the importance of a business’ appearance and its impact on sales. This article adapted from the www.nfib.com web site reiterates his comments on the importance of appearance.

It’s important to evaluate your business’ physical appearance through the eyes of your customers since it’s the first impression they’ll get of you and your employees. What do they see when they drive up to your building? What do they see when they walk through the door?

Consider rating your business in the following categories using “poor,” “adequate” or “excellent.” With each rating, write down comments that describe a positive or negative impact on your business.

Outside your business
Is your business’ sign fully intact? If the sign has bulbs in it, are any of them burnt out or dim? Be sure the name of your business is not obscured by trees or hidden behind parked cars and is readable at any time of day. Make sure the door is easy to open and close, especially for customers who might be handicapped or traveling with children. If possible, invest in landscaping around the front entrance – and be sure to maintain any grass, plants or trees. Make sure your windows are clean, and, if they have displays in them, be sure they are up-to-date and uncluttered.

Inside your business
Think of your store as your home and your customers as guests. All areas of your store should be clean and organized at all times. If you provide restroom facilities, make sure that you clean them daily.

Also evaluate the walls and floor: Is the carpet clean and intact? Do the walls need a fresh coat of paint? If you have a tile floor, are all of the tiles in place and clean? Besides looking unattractive, broken tiles or torn carpet can pose a safety hazard to both customers and employees.

Proper lighting is essential as well. A brightly lit store is welcoming and helps in the display of the merchandise.

In a retail setting, be careful how you display your merchandise and make sure that you clearly display the prices of products. Customers must be able to walk through aisles, and shelves should be stocked, organized and dust-free. Too many items on the shelves can make it difficult for customers to find what they are searching for, and barren aisles can make it seem as though you are going out of business. When placing products, always consider customers who might be handicapped or pushing strollers: Can they make their way through your aisles easily?

If you work out of an office, strive to keep it neat and tidy. Not only can eliminating clutter help keep you organized, but it will make your office much more attractive when sitting with customers or clients. It can be very disorienting for the customer and the small-business owner to try to discuss business in an office overflowing with papers and boxes.

Keep an eye out for what other establishments are doing in your area, too; you might get some good ideas on how to refresh your business’ appearance. If you or your employees periodically evaluate your business’ physical appearance, it should be easy to keep up with any necessary fixes.

As you welcome the shoppers this year, are there improvements you can make to appear even more welcoming?

Monica Braun, REAP, mbraun@windstream.net, 402-643-2673