More than 40% of UK shoppers have stopped visiting stores that have unclear signage on social distancing, according to the findings of a European study of 2,500+ shoppers from Roland DG.
The study reveals that clear signage has a significant impact on shopper confidence. More than 80% of shoppers in the UK said they feel safer in shops with clear signage on social distancing, and almost eight in ten (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 (chosen by more than 40% of respondents). Signs are also in the spotlight more than ever before, with an overwhelming majority of shoppers (75%) saying they are more aware of in-store signage than before the pandemic.
In the UK, the stores with the most unclear social distancing signage are clothes shops (chosen by 21% of respondents), followed by supermarkets and grocery stores (19%) and restaurants and bars (16%).
Younger shoppers were found to be 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 (54%), and the most likely to feel safer in shops with clear signage (85%) and to visit stores with clear signage (78%).
“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,” said Jerry Davies, managing director of Roland DG UK.