If you own a small business with a storefront, you know that your storefront window is the first thing people are going to encounter that tells them what your business is like. Here are five ways you can make sure to enhance your customers’ experience with that storefront window.
Give them a taste of what’s inside
When you relate your storefront to your business, it helps ensure that the people who want to use your business are the ones who are attracted inside. Make sure your storefront shows people what they can expect.The storefront at Ferragamo shows us not examples of what they sell, but in a format that is exciting and unusual. The shoe shape and design draws the customer into the window, and the actual shoes pull the customer into the store.
Give them a story
Nothing draws people in like telling them a story. When you set up a story in your windows, people will stop, giving your store the advantage of capturing their attention. Rigby and Peller’s elegant storefront has not only an architectural draw, but the display is one that tells a story, and leaves the customer to fill in the holes and create a story as well. Fendi gives passersby a snapshot of a story (while also allowing customers to see inside the store).
Give them a view
Whether you give them layers of item to see that expresses something important, or you give them a direct view of the store itself, you’ll be able to tell people what you want them to know. Allowing people to see into the store itself allows customers to anticipate what they will experience when they enter. The nearly floor-to-ceiling paned storefront windows at Aurelie Bidermann are used to do a sparing display which allows customers to see inside. Dille & Kamille offers customers a direct view to the interior. The large-scale exterior complements the busy, detailed interior.
Give them a colorful experience
People are automatically attracted to color. Want to have your customers enter your store in a particular frame of mind? Believe it or not, color can affect people’s mood. According to the Huffington Post, there really is something to red being exciting and blue being calming. Use that information to predetermine what kind of mood your customers will be in as they begin their shopping experience with your business. Anthropologie’s paper butterfly storefront is sure to bring people in the store in a bright, happy mood. Yellow says spring and energy. Luis Vuitton‘s storefront employs storytelling along with vibrant red and orange colors, enticing people to enter in an excited mood.
Give them something architectural
An unusual architectural design can give your customers an immediate connection to the kind of business you have. An elegant business calls for elegance in storefront window design. This upscale holiday rental business presents beautiful lines to the public. Curved glass adds to the feeling of elegance. Chanel’s distinctively patterned windows ensure that customers already know where they are. The high arched windows in this streamline storefront allow the focus to be on what is inside.
Your storefront is the beginning of your contact with customers. Be sure it gives people the first impression you are hoping for. Starting with an architectural design that inspires and is inspired by your business allows you to take whatever direction you prefer. There are many options to choose from as far as setting the stage for enticing your customers and getting them into the frame of mind you desire. Whether you tell a story, say it with color, give them a view, or some combination of all of these, your customers will enter with an expectation of your store that you can then supply.