| Outside appearance.
"First impressions are easy to make and
impossible to change"
Your relationship with the customer begins with
their first impression. Their first impression will likely be the "view from the curb". Maintaining a professional and appealing
exterior is a key to business success.
Our objective in this evolution will be to understand the
message your storefront sends to existing and potential customers.
Key factors
- Parking
- Sidewalk
- Windows
- Signage
- Door
Parking
As they used to say in the Marines... "ingress and egress". Compared
to retail locations, a Rent to Own generally does not have
tremendous traffic. The number of parking spaces required will vary with
store size. One parking space for every 500 square feet of showroom is
more than adequate.
Sidewalk
Sidewalks are generally built by municipalities. However, once built,
they are sometimes the responsibility of the owner or tenant. Along with
this responsibility, comes liability. Check with your local government for
details. Cracks in sidewalks should be repaired immediately. Insure the
curb is cut in such a way as to insure handicap accessibility.
Windows
Your windows are critical to your appearance. Windows should be
cleaned once per week outside, and every 2 weeks inside.
Windows should not be cluttered. Signage in windows can
be very effective, but you can have too much of a good thing. A rule of
thumb is this...No more than 20% of window space should be covered with
signage or other displays that block the outside to inside view. This can
also be a safety issue. Police departments will tell you, "the
more visible the interior of your store is from the street, the more
unlikely you will be robbed". Criminals prefer to operate in the
shadows.
Signage
Rent to Own is a neighborhood business. Depending on your market, most
of your customers are located within a few miles of your store. They
likely drive by on a regular basis. "What you do" and
"Who you are" should be immediately apparent to all passersby.
In most markets, the concept of rent to own is well known. If the term
"Rent to Own" is not in your business name, be sure it is
included in all signage. Signs should be simple and direct. Joe's Rent to
Own...or...Jane's Rental Emporium. If you place banners in your window,
change them at least once per week. This will keep things fresh and give
potential customers a reason to stop.
Front Door
The front door looks best when
it is completely free of clutter. Place your business hours sign to the
left or right of the door. Night slots should be clearly marked and have
envelopes available for customers to use. Make sure the door opener is set
properly. Once fully opened, a properly set door should close in
approximately 3 seconds. Any less and you risk tripping up customers, any
more and you heat the neighborhood.
Put yourself in your customers shoes
Tomorrow, when you come to work, pretend you're a customer. Park where
your customers park. See what they see. It is often the little things that
are important but often overlooked.
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