First impressions matter, especially when it comes to your storefront and entryway. An astounding 95% of shoppers report that exterior appearance influences where they spend their dollars, according to Retail Customer Experience. More telling, 52% of consumers have avoided a business altogether because it looked dirty from the outside. A beautifully-presented storefront will attract customers; consistent entryway cleaning will keep them coming back.
Tell Your Story
Your business’s entry offers a unique communication opportunity. Don’t blow it by sending a mixed message. Logos, signage and brand colors should immediately identify your company and the goods or services you offer. Remove signs and stickers that obstruct views into the business. The front entry is also the perfect place to communicate vital information like store hours and contact information.
The most effective window displays focus on your merchandise. Change them often to avoid sun bleaching. Seasonal displays generate excitement and spur foot traffic. No matter the season, keep displays simple. A clean-looking, clutter free display sends a clear message.
Keep it Clean
Entryway cleaning starts in the parking lot. Removing trash and debris daily will keep customers from tracking it into your business. Sweep the sidewalk several times a day. Well-placed trash receptacles will encourage customers to put litter in its proper place.
Windows require weekly washing. Doors, however, need more attention. Remove greasy fingerprints from the glass during slow periods throughout the day. Cleaning the knob or pull not only removes dirt, it will also get rid of bacteria and viruses that collect on touchpoints. Consider automatic doors if your store receives a lot of foot traffic or, if the weather allows, propping the door open.
Power washing will give exterior surfaces a visual lift. Remove any graffiti as soon as you see it.
A well-maintained entryway is a safe entryway. Make sure that the parking lot, sidewalk and store façade are all sufficiently lit. Nighttime visibility will not make your store safer; it will attract more customers and boost sales.
Wet weather, be it rain, sleet or snow, will create unsafe slip-and-fall hazards in your entryway. Combat standing water with a good set of walk off mats. An outdoor mat will capture water, salt and grit before people enter your store. Indoor, walk-off mats will catch more once customers enter. Be aware that mats must cover the full width of the entrance and be long enough, between 10 and 12 strides, to capture all tracked in water. Change mats throughout the day as they lose effectiveness as they get soaked.
Click here to learn more about entryway cleaning tools.
Amy Milshtein covers design, facility management and business topics for a variety of trade publications and consumer magazines.
Her work has won several awards, most recently a regional silver Azbee Award of Excellence.
She lives in Portland, OR with her family and Clyde, a 15-lb tabby cat. Once an avid hiker, these days she finds herself on the less-challenging -but-still-exciting 'creaky knees' trails.