Do Customers Notice (or Care) if Your Storefront Is Dirty?
Updated: Jul 12, 2019
Published by State Systems
As you strive to operate a profitable business, you undoubtedly give a great deal of attention to providing excellent service and competitive costs. What about the appearance of your business—not just your logo and business cards, but the physical appearance of your store location? How much of an impact do you think your storefront has on your customers’ decision to walk through the front door? The answer may be more significant than you think.
IMPORTANCE OF STOREFRONT APPEARANCE FOR ATTRACTING CUSTOMERS
When a potential customer who has never heard of your company walks by your storefront, you want nothing more than for them to walk inside and be wowed by your professional presentation and matchless products. However, you’ll never land a sale if you can’t get new customers through the door. So how do you go about getting new customers to enter your building? It starts with creating a clean storefront.
They say you shouldn’t judge a book by its cover, but consumers judge businesses by their storefronts all the time. A massive 95% of shoppers say exterior appearance influences where they decide to shop. More than two-thirds of consumers say they’ve decided not to enter a particular business because its exterior appearance was unappealing for some reason. Likewise, 52% of consumers have avoided a business purely because the storefront was dirty.
These findings show that customers decide whether they will shop with you based on how they think your business looks from the street. This statement is true for retailers in all types of industries, from automotive sales to restaurants to big-box stores.
IMPORTANCE OF STOREFRONT APPEARANCE FOR KEEPING CUSTOMERS
Once a customer does business with you for the first time, they have much more to judge you by than simply your appearance. Since more than 80% of customers confess to shopping at a location once and never returning again because the business failed to meet their expectations, it’s clearly important to work on customer retention.
The most important factor in retaining customers is quality service—68% of consumers say they decided never to visit a business again because of poor customer service. Next is organization— 53% of consumers who couldn’t find what they were looking for the first time won’t come back to try again. The third most important factor for customer retention is cleanliness—32% of consumers have stuck up their noses at businesses that appear dirty inside or out, and never return.
It’s commonly accepted that consumers build loyalty to a brand and will continue to do business there once they start. However, about 80% of shoppers say they’re willing to try out new places, and most have patronized a business outside their typical circle in the past six months. This means if you fail to continually satisfy your customers with good service, organization and cleanliness, they probably won’t hesitate to look elsewhere.