How to make your Shopfront work hard for you (and increase footfall)
Many people decide whether to go in to a Pub by assessing its Shopfront’s appearance. This is a totally subconscious process which is based on many criteria. Women are particularly sensitive when it comes to this so if you get it right it can make a big difference. Personally I want to feel comfortable walking in somewhere. I don’t want to feel intimidated rather I want to feel welcome and safe. A Pub exterior can be the key to a customer taking the first step inside. Here are a few key criteria:
1.Use Colour Effectivley
The brighter and the more cheerful the pub shopfront colour is the more attractive and eye catching it will be to people passing by. Try a new colour scheme, don’t play it safe by going for the dark traditional red or greens. The facade needs to stand out….make a bold statement. Look at the other shopfronts nearby and make sure the colour scheme is completely different. Colours have a vital effect on our happiness, modern doctors and psychiatrists are convinced of this.
2.Maintain and Clean
Dirt and chipped paint say alot about a Pubs Shopfront. A smart clean shopfront also says alot ….it says “we care enough about our customers to give them the best”. If this message comes across outside then this tells potential customers what to expect inside. Keep a bucket of paint handy so paintwork can be touched up. Wash down the frontage regularly.
3. Clear Signage
Signage is critical. Be clear about the pubs message, offer/s, what kind of Pub it is and who it wants to attract. Once this is clear it will be easy to tell everyone. For example; if the pub is well known for live music – create a sign, feature or notice board which makes this clear. Don’t go over the top with sports posters or sports theme signs as this can put women off. Make sure the signage is well lit.
5. Gable Ends
Gable ends are often forgotten. They can be a huge opportunity for advertising a pubs offer and telling passers by what is its unique selling point. Gables can display large signs which can be seen by people who drive by and otherwise might miss the premises. I love traditional hand-painted signs, the simpler the better. Check if planning permission is needed for these as sometimes they can be considered as advertising.
If blackboards or A frame blackboards are used in the shopfront, try to make them match the with the Pub. Paint the frame the colour of the shopfront. Make sure care is taken with the writing by someone with elegant handwriting (ask a local art student if you are stuck). Use only white chalk -no colours – much classier!
5. Remove Clutter
Remove stuck on A4 sheets of paper from windows and dedicate a notice board specifically for this. Use a glass cabinet which looks smart(like the menu holders but larger). If notices have to go in the window then get a simple A4 black frame and sit it in the window like a picture. Remove brand stickers from entrance door glass – they always end up half peeled off and tatty. Stand back and look to see if there is any other clutter to be removed.
6. Happy Flowers
Flowers are music to a shopfront. They make people smile. The more flowing they are the more happy a Pub will look! Use a permanent watering system on a timer – which comes on at night so that the water has drained away by morning. Choose flower colours that compliment the Frontage.
7. Get advice
Ask customers what they think. You might be surprised by what they say! Alternatively hire a designer to choose colours, and to give you ideas on how to improve your Pubs appearance. The truth is people do judge a book by its cover! First impressions last……