September 9, 2020 •Elder Ocampo
Serving the public means you naturally want to impress customers from the moment they walk in the door (or even earlier, with storefront displays, signage, and more). You have to be careful, however, about hitting shoppers or clients with a hard sell or your best products right when they enter, because it takes time for them to transition into a new space.
The entrance to your store is sometimes referred to as the “decompression zone,” a term coined by marketer Paco Underhill. You can also call it your reception area, your lobby, or simply a welcoming zone. This is where customers who enter your store leave the outside world behind and begin the experience of interacting with your brand, and you need to help them adjust before you start trying to make a sale.
If you place your best items front and center, there’s a good chance shoppers are going to pass them by as they make the brief transition to a new space. For this reason, you need to focus on creating a comfortable and inviting decompression zone that prepares consumers for an enjoyable shopping experience. Here are a few tips and tricks for creating an ideal welcoming entrance in your store.
How to Slow Down Shoppers and Enhance the In-Store Experience
Busy shoppers are running here and there to complete their many errands in a timely manner, but you want them to slow down, browse, and enjoy their shopping experience to increase sales and overall satisfaction. How can you make this happen in your space?
There are several ways. Your doorway is the place to start. When shoppers must pause to swing open a door, they are naturally slowed. If you have the option, try to avoid automatic doors that let customers breeze in without slowing their pace.
If you’re stuck with open or automatic doors, you’ll either need to create a larger transition space to slow shoppers or you could consider adding a greeter at the door to welcome shoppers and help them to feel relaxed and comfortable as they enter your store. You can also place a large store discount display fixture front and center so that shoppers must slow and veer around it as they are funneled into the heart of the store.
If you have a receptionist, pay close attention to their station and desk. It should be neat and welcoming. Displaying important information is crucial, as they may be on the phone when a client or customer enters.
What to Display at Your Store's Entrance: Attract Customers Without Overwhelming Them
Consider that your entrance display is an opening salvo, and as such, it’s something of a throwaway. As customers transition into your retail space, it’s going to take them time to adjust, and during this time, you won’t have their full attention. Placing key merchandise or signage here won’t be as impactful as it could be in other locations around your store. So, what should you display?
This isn’t a throw-away by any means. Just because customers are busy taking it all in doesn’t mean you can cheap out at the entrance. Shoppers are already making assessments about the relative sophistication and value of your brand, so don’t skimp on the entrance display. Incorporate affordable retail display fixtures that catch attention without overwhelming them. Just don’t expect it to pay off with the most attention right off the bat
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Instead, consider placing deeply discounted items up front. The sales pricing could cause shoppers to pause and slow down, just as you want them to, and perhaps draw them back for a second look after they’ve perused your other wares. With the right strategies, you can welcome shoppers into your store and prepare them for a pre-planned shopping experience that ends in sales and customer satisfaction.
At S-CUBE, as a trusted retail display company, our end-to-end solution lets us deliver high-quality store fixtures and retail solutions on time and on budget for retail chains of all sizes and brands nationwide for over 35 years. We’re just only a phone call away, contact us to get started today!
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Frequently Asked Questions-FAQs
How can I make my store entrance more welcoming?
To create a welcoming store entrance, consider designing a "decompression zone" where customers can transition from the outside world into your store. Avoid overwhelming them with a hard sell right away, and instead, focus on creating a comfortable and inviting environment. Use signage, storefront displays, and perhaps a greeter to slow down customers and make them feel more relaxed as they enter.
What are the best retail display ideas for store entrances?
Retail display ideas for store entrances include placing store discount display fixtures with attractive offers or seasonal promotions. This not only grabs attention but also entices customers to take a closer look. Consider using smaller display items that don’t overwhelm customers but still showcase your brand’s uniqueness. A well-thought-out layout can also guide customers smoothly into the store.
Why is it important to slow down shoppers at the entrance?
Slowing down shoppers at the entrance allows them to adjust and mentally transition into the store environment. The idea is to create a relaxing experience that prepares them for a more enjoyable shopping journey. Whether it’s through physical elements like doors, displays, or even having a greeter, this pause helps enhance the overall customer experience and can lead to increased sales.
How can I effectively use storefront displays to attract customers?
Storefront displays should act as an extension of your store’s brand, not just as a tool to display products. Use creative and visually appealing displays that align with your store's identity and current promotions. Retail display companies can provide expert advice and solutions, helping you choose the right fixtures, from store discount display fixtures to window mannequins, that can engage potential customers right outside your door.
What should I avoid when designing my store’s entrance?
When designing your store's entrance, avoid using overly complicated or cluttered displays. You want customers to feel at ease, not overwhelmed. Additionally, don’t place your best items or sales front and center if they’re likely to be ignored due to the busy nature of the entrance. Instead, focus on setting the right tone with clean, inviting displays that gradually draw customers in as they transition into the store space.