For many customers, a favorite small business can become a familiar part of their routine and a place of connection to the people and community around them. It’s the coffee shop where the staff knows a regular's order, the bookstore where neighbors gather for events, or the salon where every customer feels known and welcomed.
These environments are sometimes called “third places”—spaces outside of home and work where people regularly spend time and build social connections.
Here are four ways to create spaces customers want to return to.
Create a welcoming experience with American Express Point-of-Purchase (POP) materials
Thoughtful physical and digital touchpoints can help customers feel confident navigating your business and understand what to expect. Research from American Express found that business signage can shape shopper sentiment among both business and consumer Card Members, and 92% of those Card Members are more likely to shop at a business if they see signage that shows their preferred payment method is accepted.
American Express' elevated Point-of-Purchase (POP) materials give merchants a way to clearly signal that American Express Cards are accepted while adding polished, recognizable visual elements to their physical spaces.
Make every customer interaction feel inviting
A well-designed space sets the stage, but the interactions customers have within it ultimately shape how they feel about your business. Friendly, knowledgeable employees, accessible information, and clear policies can all help customers feel cared for.
Think about the experience through the eyes of a first-time customer: Will they know where to go when they arrive? Can they easily find information about your products or services? Are your return, reservation, or pickup policies clear? Proactively answering these questions can reduce uncertainty and make the experience easier to navigate.
Show up in your local community
Becoming a “third place” starts with being an active part of the community you serve. Look for opportunities to meet customers where they already spend their time, whether that's at neighborhood festivals, farmers markets, school events, local fundraisers, or gatherings hosted by your chamber of commerce or other small businesses. You might sponsor an event, donate products or services to a local cause, or collaborate with another nearby business on a promotion that introduces both of you to new customers.
Make sure you're easy to discover when customers are actively looking for local businesses, too. American Express Merchants can add their eligible business to the Shop Small® Map, which helps Card Members find establishments in their community. Keep key information—including your address, hours, website, and other important details—accurate across the Map and your other online profiles so customers can easily move from discovering you online to visiting you in person.
Showing up consistently can help your business become a recognizable part of the community, not simply a place where transactions happen.
Make sure you're easy to discover when customers are actively looking for local businesses, too. American Express Merchants can add their eligible business to the Shop Small® Map, which helps Card Members find establishments in their community.
Build relationships beyond the transaction
Positive experiences that make people feel connected to your business can help encourage loyalty. Look for ways to deepen those connections in ways that feel authentic to your brand. Even small gestures, such as remembering a regular customer's preferences or recognizing familiar faces, can make an interaction feel more personal.
Outside of your physical space, you can stay connected through social media and email to share updates, celebrate your community, and keep customers engaged between visits. These touchpoints can help keep your business top of mind and extend the relationship beyond a single transaction.
The bottom line
Whether through thoughtful service, inviting spaces, or community engagement, small businesses have many opportunities to create experiences that customers remember. Resources like the American Express elevated Point-of-Purchase materials can support those efforts by clearly communicating Card acceptance and contributing to a consistent, welcoming customer experience.
