Why First Impressions Matter More Than Ever for Brick-and-Mortar Businesses

Key Takeaways:

• Your storefront is a deciding factor as to whether a customer will walk in or continue past the store.
• Upgrades can improve curb appeal without needing a full renovation.
• Elements like signage and exterior designs build trust and influence purchasing decisions.
• Presentation is a powerful branding tool for solo founders, family-owned businesses, and side hustlers.

Although e-commerce has been growing rapidly for years, shoppers still enjoy going to brick-and-mortar businesses. They appreciate talking to people face-to-face, browsing the racks, and actually doing business in-store rather than online. However, physical shops can still do more to entice customers.

If you own a brick-and-mortar store, you should know that customers’ first impressions of your business have a significant impact. The first impression has a direct effect on customer trust, foot traffic, and your ability to be successful long-term. See below for tips on how to improve people’s first impression of your store.

The psychology behind first impressions

First impressions are created very quickly (i.e., within seconds). A first impression of a business, product, or service happens almost instantly. Generally, the way people reach their first impression is through their eyes and emotions, which are then developed using one basic thought: is this worth the time and money?

The amount of time it takes for a person to decide how trustworthy something appears can be in milliseconds. In other words, customers will evaluate aspects of a business (e.g. professionalism, cleanliness, detail orientation) before they even walk into a store.

Various types of initial assessment cues will impact what customers see when evaluating a storefront:

• Color and lighting of the exterior
• Cleanliness of the exterior and landscaping
• Signs and display windows
• The layout and design of the storefront

The exterior of a small business can cause hesitation for potential customers, even if the best products and services are offered. If a business owner is competing with well-established brands to get into a market that already has tough competition, the cost of the hesitation will have an impact on the bottom line over time.

Why curb appeal matters more than ever

Retailers today often use the exterior of their buildings as their first introduction to potential customers, before reviews, social media, or word-of-mouth marketing.

Customers in busy downtowns, mixed-use neighborhoods, or revitalized main streets are regularly making decisions about whether to go into a store. Having a welcoming exterior can ultimately lead to someone deciding to enter instead of passing by.

To compete with larger companies, many brick-and-mortar retailers are placing an increased importance on curb appeal as part of their overall business plan, not because it’s a fad, but because it works.

What effective storefronts have in common

Successful storefronts tend to share practical traits. Elements work together to communicate clarity, care, and professionalism before a customer ever steps inside.

Easy-to-read signage

Signs need to be easily understood at a distance and match the appearance of your business. Faded, cluttered, or illegible signs may leave nearby pedestrians confused and feeling like they are in an uncared-for location.

Exterior decoration 

Items such as benches, welcome mats, and plants can add visual warmth to an area. In addition to improving the aesthetics of a space, thoughtfully-placed exterior decoration helps direct pedestrian traffic and make the outside of your store appear to be intentionally planned rather than lacking in purpose or design.

Inviting lighting

Using warmer lighting in appropriate sites will create a more inviting atmosphere as well to create a safer location for people who are out early or late. Energy-efficient LED and solar lighting make this easy to accomplish on a budget.

Why presentation matters for small business branding

For side hustlers and small businesses with brick-and-mortar stores, making a good first impression is even more important than it is for established businesses. Without years of brand awareness, people will rely heavily on what they see.

Photo by Patrik Michalicka on Unsplash

Consistent visual cues can help you build trust and recognition. When customers see your store, your front door, or windows for the first time, that customer experiences your brand.

That is when your branding starts.

Consider these questions:

• What does my storefront say about my brand values?
• Would this be appealing to me if I were a new customer?
• Is my exterior consistent with the quality of items I offer inside?

When businesses have limited resources, presentation is often perceived as a low priority. However, for many small businesses, presentation is a highly affordable way for you to distinguish yourself from competitors.

Small changes that can make a big difference

These simple upgrades won’t cost a lot of money or time, but will make a huge impact:

• A board sign in front of your business to promote daily specials and/or services.
• Low-maintenance plants to provide greenery at your front entrance.
• New, energy-efficient lighting instead of harsh lights that create a cold atmosphere.
• A fresh coat of paint on your front door using a brand-appropriate accent color.

Completing tasks such as decluttering your entrance or making your windows more visible can also greatly enhance how friendly/accessible your business appears to potential shoppers.

For smaller, family-owned businesses and single entrepreneurs, changes such as these are achievable and effective.

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What today’s consumers are looking for

These days, people are likely to be extremely particular when it comes to choosing what they want to purchase. In addition to the convenience factor, they’re also inclined to choose businesses that have:

• A safe and clean environment
• An image that reflects the personality and values of the community
• Made an effort to create a brand that is consistent with who they are.

Proof of how visual branding plays a key role in generating customer-driven buzz can be seen in consumers taking pictures, posting their experiences online, and recommending businesses to their friends once they find an attractive or inviting retail environment. In essence, your storefront can become a form of organic local marketing.

Final thoughts

If you think about how many people have walked past your storefront recently, all of them are potential clients. Your exterior is your first chance to visually demonstrate “trust,” “quality,” and “care” without having to say anything.

With people’s attention spans so short and with so much competition everywhere, brick-and-mortar businesses need to put in extra effort to stand out from the crowd. The good news is that even small, intentional improvements can make a significant difference in a business’ success.

Ultimately, when a business presents itself thoughtfully, customers will notice, and they will not only enter your business, but they’ll return because something in your business resonated with them.

Photo by Tem Rysh on Unsplash