The winters of 1994 and 2014 were particularly cold in most northern states. Too many times a shivering customer could be seen running to a door only to find it locked with a sign declaring “Do not use this door” or “Use other door”.
What do you think was this potential customer’s first impression of the business? Were they cheerful when they got inside?
This type of sign is not just bad when it is cold outside. No business should ever close an obvious ingress to their business because they is no legitimate reason to do so. In fact there should never be a barrier along a customer’s entrance path to your store or restaurant. You need as many customers as you can get so never deter one in any way.
At a gift store in Troy, Mich., there side-by-side two doors separated only by a brick support column. On the interior of the store there are two upright display racks holding merchandise. The racks could easily have been located elsewhere near the checkouts of the store providing the ability to have both doors unlocked for potential customers. Ironically the store’s products were time management and organizational effectiveness.
When designing a floor plan it is important to take advantage of the total store envelope as an experience in ambience. Remember successful businesses offer their customers a full positive experience, which includes easy entrance and exit.
This is excerpted from “Send customers a positive message”, part of the “How to” series at getmaximpact.com, a website based in Rochester Hills, Mich., dedicated to business and individual growth. Used by permission.
© Max Impact, used with permission.
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