A retailer has less than 10 seconds to make a first impression on a consumer. Within this time the consumer will start to form their opinion, not just about the store, but everything about the business. This is amplified more so if it is the consumer’s first time in the store.

Online retailers know they only have a few seconds to convert a page view into a sale; however, the same can be said for brick-and-mortar stores, too. Instead of page views, it comes down to the appearance of the store and how the consumer perceives and connects with it. In this case, it becomes more about their overall experience and how they relate with the store’s brand.