I glanced through the small opening to see a small reception podium with a well presented lady behind it staring away into nothing. Behind her was a younger girl hard at work on her smart phone.
Here is the thing! First of all I had no idea what this shop sold or why I would go in. Second of all even if I did know what they did, the look of the bored assistants would stop me entering.
My personal tagline has always been "making it easy for your clients to find you and buy from you". Well this wasn't easy as I didn't even know if I was in the market for the services the shop offered.
I walked in. It was a hairdressers. Now this was obvious from the inside (the barber chairs, sinks, mirrors and large pictures of 1980's models on the walls gave it away). To their credit, both ladies looked up and smiled and the reception lady asked if I needed a haircut. But by this time it is too late.
After exiting the shop I noticed that almost directly opposite was a very small hairdressers complete with stripey pole - and a gathering of six or seven customers waiting.
I guess my point is obvious. The first establishment was obviously going for a classy, exclusive style and the assistants had been trained in first impressions. But if a customer can't see what you sell and gets the impression that you don't care then it makes no difference how much you have spent on a stylist and designer.
Make it easy.