3 Ways Storefront Doors Can Shape Customer Perception

By Author: CGI COMMERCIAL
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We have a lot of proverbs about judging: don't judge a book by its cover; you never get a second chance to make a first impression. We have all these proverbs because it's a universal human tendency to judge everything by what we see on the outside; and while we might all wish things were different, a good business operates in the world of reality. So how are your storefront doors influencing the way customers perceive you?

By Showcasing Your Commitment to Quality
The first, and perhaps the simplest, way doors shape customer perception is by their overall quality. Run-down, broken, or simply cheap doors communicate that you don't care much about your business. Of course, that might be a completely inaccurate perception; but it is still what a lot of people are going to think.

If you don't care enough to keep up with something as crucial as the ingress and egress from your store, what assurance does a customer have that you care about the products or services you're selling inside?

What to Do Instead
To make the right impression, first, make sure you're invested in the best quality doors ...
... you afford. After all, together with your storefront windows, these are your first impression. Second, keep up with maintenance and fixes. When a door sticks, jams, squeaks, or squeals, take care of it quickly.

By Showcasing Your Commitment to Customers
The basic function of a door is to make it easy and convenient for customers to come in and go back out. This isn't an experience many of us think about consciously all that often, but we definitely start thinking about it when it becomes inconvenient.

Make It Easy for Them
Are your doors too heavy or unwieldy, so that a smaller customer or someone with packages can't easily open them? Doors should be easy to open while also providing the security you need when closed and locked.

Are your doors made of glass, allowing your customers to get a good view of what to expect on the other side? Don't make them so opaque (or cover them in so many signs) that the other side is a complete mystery: people feel more comfortable if they know what to expect when a door opens.

Are your doors the right size to allow more than one person to come in and out easily? Don't make people wait in line just to get in or out.

By Showcasing Your Culture
Your doors could be simple and utilitarian. They could be edgy, with an avant-garde styling. They could reflect the culture of the place where you live and work, signaling your hometown commitment. What they shouldn't be is just like everyone else's.

Make It Yours
Passers-by often make that final decision about which store to enter based on their initial perception of the storefront, including the door. The door design you choose is a great way to communicate what you value and who you are. Do that successfully and you won't just draw in people. You'll specifically draw in the people most likely to make a purchase once they're inside.

The doors of your storefront should never be an afterthought. Instead, choose them deliberately to communicate what you value and your commitment to quality--and to your customers.