Roland DG is seeking retailers wanting storefront makeovers as part of its initiative to highlight the value of improved curb appeal. The move follows data showing massively increased footfall and sales at a store that Roland DG has already helped revamp, and at the timely publication of in-house research showing that many shoppers avoid stores with poor frontages.
In a poll of 1,531 shoppers polled across the UK, France, Germany, Italy and Spain, over a third said they avoid entering shops with badly maintained storefronts, and almost a third are less likely to spend money in them.
Three quarters (75%) admitted at least one in every five shops on their local high street had a badly maintained storefront. A similar proportion (76%) had either seen zero improvement in the problem over the last three years or felt it had worsened.
Mechanics were singled out as the worst offenders when it comes to badly maintained storefronts, with 31% of shoppers agreeing they typically had the worst signage. Hardware stores (26%), takeaways (26%), newsagents (20 %) also came in for criticism. Book stores (6%), travel agents (6 %) and bakeries (6%) fared better.
The data also suggests that the impact of low-quality storefronts runs deeper than lost sales and reduced footfall. Three quarters (72%) believe that low quality storefronts make an area feel unsafe, and eight in ten (81%) agree it makes an area less desirable to live in.
The study was conducted by Roland DG as part of an overall campaign to promote the value of better storefronts to the economy and society. Supporting the company’s initiative to engage in storefront makeovers and support independent retailers, Roland DG has provided exterior makeovers for Yum Yum’s Café in Manchester, clothing retailer Rak Uniforms in Birmingham and charity shop El Desvan in Alicante, Spain. The refurbishments include new branding, signage and window vinyls created and fitted by Roland DG customers, and exterior paint jobs.
The day after Rak Uniforms’s storefront makeover and compared to the same day in 2021 vs 2022, card payments were up by 83%, the number of sales were up by 14% and the average sale amount was up 54%.
Roland DG is now planning to provide two further storefront makeovers and welcomes approaches from independent retailers across the UK, France, Germany, Italy and Spain. Any retailer interested in participating in the campaign is invited contact the company.
Stephen Davis, EMEA marketing director at Roland DG, said: “On the one hand, it’s hardly surprising that retailers have had to neglect their storefronts while battling Covid, a cost-of-living crisis and a potential economic downturn. On the other, our study campaign is designed to show retailers that if they do go the extra mile, it will increase their footfall and grow their sales.”
