Why do people enter any business premises? For one thing, the entrance is either attractive or not. A tacky, run-down entrance isn’t exactly a customer magnet. The well laid-out, attractive entrance provides customers incentives to enter.
Entrance issues and practical considerations
The entrance to any place of business is actually the commercial hub of the business. An entrance can quite literally make or break a business.
- What’s different about the entrances of places you frequent and other businesses which offer the same products?
- What stuck out about your favourite places?
- Did your preferred places of business offer incentives?
- Did the premises look inviting as well as interesting?
- Did the interior entrance area include a lot of interesting things?
From these questions you’ll have noticed that an entranceway is a lot more than just a door. It’s an environment. That’s the key to good entranceway planning.
What sort of entranceway goes well with your business?
Depending on the type of business, you’ll see a lot of good ideas, and a few really bad options for developing your entranceway.
Good ideas for entranceways:
- Strong aesthetic appearance and layout of entrance area
- New, interesting information around the entrance
- Video display of discounts or other information related to brands, etc.
- Latest offers shown on a dedicated space without being an eyesore
- Well laid-out interior shopping with discounts, etc. near the entrance
- Clean, properly fitted display areas on both sides of the entrance
Bad ideas for entranceways:
- Flashy, cheap and nasty signage
- Too much advertising
- Tacky display spaces around entrance
- Dull, uninteresting entrance features
- Clutter (which is also illegal if the entrance is an emergency exit)
- Any sort of run-down appearance
- Unclean, particularly litter anywhere in the entrance area
Interestingly, one of the best possible examples of entrance layout is a good restaurant. To interest customers, a restaurant has to look not just good but better than its competitors. A lot of effort goes into the exterior presentation, particularly around the entrance. The “restaurant look” is a good commercial rule of thumb for entranceway layouts and design.
Setting up your entranceway
The process of setting up your entranceway is as much a commercial proposition as a design issue. You need to balance your commercial priorities and the requirement for a good entranceway presentation.
The good news is you can site stock and services around the entranceway on a needs basis. The entranceway is a flexible commercial option, and can help you move stock fast. Just make sure you get your presentation right and actually get people into the business premises.
Be sure to avoid clutter. More isn’t better. Stick to value-based displays so people can see things clearly without getting distracted.
For non-shops, the entranceway can be an information zone. If you’re providing a service, tell people about your service right there at the entrance. Make sure that the presentation is truly professional-looking and very clearly laid out.
In malls, a good entrance is also a good display zone, similar to the examples above. The goal is to catch passers-by and give information to existing local customers. You can simultaneously show off high value products and clearance items.
Planning your entranceway can be fun and exciting. Consider what’s possible, and experiment. You’ll appreciate the results.