The Art of Business

 

For small businesses, beauty is more than skin deep—it can also affect your bottom line. There are economic and competitive advantages to redesigning a business.

 

Business aesthetics—or using look and feel to appeal to all the senses—can help a small company bring its brand to the attention of both existing and prospective customers, according to author and trend expert Robyn Waters. “It’s the most important initial factor to ensure that a business doesn’t get lost in the crowd,” says Waters, a former vice president of trend, design, and product development at Target Inc. “If a company’s aesthetics are compelling, well designed, and pleasing, they will connect on an emotional level, enabling the company to capture customers’ hearts, not just their pocketbooks.”

 

Brett Kappelmann, owner of Cooper Drug Store in Augusta, Kansas, can attest to that. Kappelmann unveiled a $250,000 redesign of his drug store in March and says that he has seen a 25% increase in sales compared with last year.

 

When Kappelmann and his wife, Bridget, bought the 82-year-old drugstore from his father, Cletus, in 2004, the store “looked tired,” complete with leaks, water stains, unraveling carpet, and yellowing walls. Business had dwindled, in part, because of competition from newer, larger stores. The store carried goods popular with existing customers but did not add fresh inventory to bring in new business.

 

“People would come in, but there was nothing to make them stay,” says Kappelmann. Because the store is located in the downtown historic district, Kappelmann wanted to keep an old-fashioned drug store feel while providing more products and convenience. His goal was to attract a new and younger crowd while providing the same level of service to existing,loyal customers. To attract the former, Kappelmann and his wife revamped the gift section, adding candles and seasonal items, and began carrying Kansas State and Wichita State paraphernalia.

 

To appeal to his older customers’ sense of nostalgia, Kappelmann restored and put in tin ceiling tiles, renovated the original transom windows, and painted the outside of the store to complement the retro neon sign above the building. He expanded the selection of home health care and safety products. Big band music plays in the store, and a coffee bar encourages customers to linger. “We’ve tried to appeal to the senses in different ways and to create an experience for our customers,” Kappelmann says.

 

 

Before beginning a redesign project, Waters suggests hiring a company to help develop a clear and compelling identity. To keep costs down, she recommends looking for a small marketing or branding firm that has freelance design talent. Or you can offer to barter. You also need to be clear about your budget and objectives.

 

The two most important places to spend your money are on a good logo or brand and on an attractive Web site, according to Waters. But even small changes, such as a uniform dress code for employees or repositioning workspaces to face an entrance, can improve business. “Clearly understood standards are critical, right down to how the phone is answered or how the customer is greeted,” adds Waters.

 

Here’s some things to keep in mind when revamping your business:

 

 

For additional information from Robyn Waters, go to http://www.rwtrend.com/. To view the Cooper Drug Store redesign, log on to http://www.cooperdrugstore.com/.