Consumers stop visiting stores with unclear social distancing signs

The study by digital printing solutions firm Roland DG reveals that more than 80% of shoppers in the UK said they feel safer in shops with clear signage on social distancing, and 78% are more likely to shop in stores with clear instructions on social distancing measures.

The findings also indicate brands risk reputational damage from inadequate Covid-19 signage, with UK shoppers saying the number one emotional impact of poor signage is the feeling businesses are not taking their safety seriously enough (40%).

The stores with the most unclear social distancing signage are clothes shops (21%), followed by supermarkets and grocery stores (19%), and restaurants and bars (16%).

The research finds that younger shoppers are the most likely to be influenced by in-store signage. Shoppers between 16 to 34 years are the most likely to have already stopped visiting shops with poor social distancing measures, are the most likely to feel safer in shops with clear signage, and to visit stores with clear signage.

Jerry Davies, managing director of Roland DG UK, said: “Bricks-and-mortar retailers need to increase consumer footfall, and effective signage plays a vital role in giving shoppers the confidence to visit stores. But the data shows that most businesses are clearly not giving it enough attention. Stores that fail to prioritise Covid-19 signage will continue to see shoppers stay away.”

He added: “There’s a big opportunity for brands to use signage to differentiate themselves and rebuild shopper confidence – and print businesses have a critical role to play in educating retail customers of the power of effective, directional signage. The print industry is pivotal in putting shoppers at ease, building trust and keeping everyone safe.”