The entrance to the store sets the tone for the entire visit. Retailers must contemplate what they want the shopper to think and feel while they are in the store. Retailers like Duane Reade, Lowe’s Home Improvement, and Carrefour have incorporated innovative and effective merchandising strategies into their stores’ entrances.
Duane Reade, the Walgreens subsidiary in New York City, sets the mood and evokes thought. The store has profoundly changed how it speaks to its shoppers, from the outside to the inside of its store. Its brand stand is immediately visible (See Above), and it is not about price. Duane Reade engages the shopper early about their needs and purpose during their visit. “What I Need, How I Look, & How I Feel” are the three thoughts that will drive health and beauty purchases. The impactful signage forces the shopper think about their beauty needs.
Lowe’s Home Improvement stores use the area immediately past the front doors to fulfill two goals. Lowe’s creates a “Wow” factor. Shoppers enter the store and are immediately introduced to aspirational items that serve almost as a form of entertainment. The image on the right shows the entrance to the Lowe’s store outside Miami, Florida. A large John Deere tractor display is the first thing shoppers notice when they enter the store. While we should assume that John Deere has paid Lowe’s for this space, the agreement by Lowe’s to feature the brand in the most visible area of the store will send a message to other suppliers about the store’s brand friendliness. Flags fly when national brands see a retailer willing to promote brands in highly trafficked areas.
Carrefour in Dubai has really spiced up its entrance using high impact visual displays to entice consumers in their mobile, entertainment, and health & beauty departments. Carrefour’s approach immediately separates male and female shoppers (See Below) into two different paths through the store. Both sides of the main aisle, immediately past the entrance to the store, are littered with highly effective visual displays. Women are lured into the health and beauty department, while men are enticed by mobile devices and other electronic equipment. Time spent in this store is both prolonged, and made more enjoyable.