Palmer Retail Solutions Blog

What Your Reception Desk Really Says About Your Company

Posted by Kathy Heil on Apr 25, 2017 7:02:19 PM

reception deskAs a business, you want visitors to feel welcome and comfortable. Your reception desk is crucial because it's often the first thing people see when they walk in. The desk itself, and your entire reception area, deliver an instant message about your company.

Is your reception desk saying the right things about you? It should look professional, but even more importantly, it should be custom-designed to reflect and reinforce your brand.

Sending the right message

Who are you as a business? What do you do, make, or sell? What makes you unique? Your reception area is a vital communication tool — a stopping point where visitors and customers can find materials and get advice about your company. That makes it an ideal place to display literature, product samples, etc., that educate people about your business. But there’s a bigger story to tell.

Is your business an exciting place? Conservative? Fun? Purely practical? Avant-garde? The reception desk in a dentist’s office should say “trust and competence,” and the overall environment should be calming. If you’re a toy manufacturer, an auto dealership or a law firm, the reception environment you create may be very different. But your desk will still be the focal point.

With the right design, you can make a positive, lasting first impression that makes people want to do business with you. There’s a special lesson here for retailers. In a store, your cash wrap or check out counter often serves a role similar to a reception desk and its impact on customers.

Custom design makes branding possible

Your reception desk has to perform two very different roles. On your side, it has to be a fully functional workspace for employees. On the public side, it presents the face of your business – your brand.

With custom design, you can create reception furniture that beautifully meets your functional requirements. That might be a typical desk, but you can easily incorporate different types of cabinetry, create an integrated workstation, etc., in whatever configuration best suits your needs and space. You can create a design that speaks directly to your brand. How?

Retailers rely on visual merchandising techniques – furnishings and merchandise displays – to instantly brand their store. These same principles apply to any business reception area. Beyond functionality, custom design emphasizes aesthetics that reflect and reinforce branding, using your corporate logo, official colors, and other visual themes. Size, shape, materials, and colors all come together to make a statement about your business.

Beware the fence

Barriers make people uncomfortable. One of the biggest reception desk mistakes businesses make is creating a fence-like configuration. High counters and walls shout “stay back!” – not a message that encourages people to engage with your company.

Today, it’s all about creating a memorable customer experience, and businesses from hotels and banks to retail stores are downsizing counters and reception desks to create a more approachable atmosphere and allow more interaction with customers.

eBook Download Retail Psychology

Leave a Comment