6 Windows into Friendly Storefronts

Creating a compelling storefront has never been more necessary for small businesses. With the increasing costs of so many 3rd places, and since so much is accessible online, storefronts can provide people with more social spaces, which are inviting and compelling, while also serving the needs of the businesses themselves.

So, how is it that one creates a friendly storefront? Well, some of our rules-of-thumb for other types of places still apply.

We refer to the following as our "6 Windows into Friendly Storefronts," a guide which is taken from our Friendly Storefronts toolkit in our Placemaking Library. 

1. Follow Desire Lines
Think about how people get to your store - the paths they already take, and the paths they would like to take- and enhance the experience of traveling along the desire lines leading to your front door. 

2. Provide Seating
Provide those who accompany customers a place to comfortably sit and wait to give the shopper more time and peace of mind. Chairs also communicate to the outside world that people patronize your store.

3. Surprise and Delight
Stand out on the street with creative, fun and unexpected street engagements. Real life examples include: a skeleton mascot in front of a chiropractic business, a fanciful letter drop for a toy store, or a dish with water for dog walkers. 

4. Engage the 5 Senses
Create new positive associations with customers by creating multi-sensory storefront experiences - have your storefront look, sound, smell, feel and even taste good.

5. Create Inviting Transitions
People need help slowing down from the public life of the street to the privacy of your store. Create semi-enclosures, and micro-activities, to pull people in like eddies along a stream.

6. Enhance Borders
Celebrate the places where two things meet: sidewalk to storefront, pathway to doorway, outside air to window, seating area and shopping aisle. Each is a critical moment and place for your customer. Enhance borders by making them both visually — with color, decor, and sensory elements — and experientially attractive.