Opening a new store, boutique or spa is very exciting but also can be an expensive venture depending on how you are building, financing and marketing it. Most times, new store owners keep branding, design and marketing as an afterthought.
Branding, design and marketing is IMPERATIVE to the success of your new store. Don’t let it be an afterthought! Let’s get into why and how this can be one of the most crucial things…
1. Brand Positioning – Companies spend millions on branding and positioning. What neighbourhood is your store going to be in? What’s the demographic of the people living there? How much disposal income do they have to spend and are they spending? Based on this you want to select the name, logo, colour palette etc and POSITION your store for success on the outside as much as on the inside.
2. A Sign that Captures – Besides having a great name for your business, make sure you don’t cheap out on the signboard. That is the first thing anyone sees while driving or walking by.
3. In-Store Graphics – One of the saddest things I see is when a hard-working entrepreneur finally opens a boutique but the inside has hardly any signage. It’s important to deck your walls not only with product on shelves, but also to have some imagery, posters, hanging signs, brochures, special promos, business cards etc displayed in prominent areas where customers stop and look. This keeps customers interested and they want to know more.
4. A Takeaway – Never send your customers who purchased something with a bag that only contains the product and the receipt. In the small business world, it is crucial to take advantage of every single opportunity you have to bring them BACK in the store or spa. So if someone purchased some facial products, insert a special coupon or free sample in their bag.