More than 40% of UK shoppers have stopped visiting stores that have unclear signage on social distancing according to a survey of more than 2,500 shoppers, conducted across Europe by Censuswide on behalf of Roland DG.
“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, MD of Roland DG UK.
The online poll was conducted on 21-27 July among those who have visited the shops at least once a week since lockdown was lifted in the following markets - UK (502 respondents), Spain (508), Italy (507), Germany (502) and France (514). More than 80% of those from 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. UK shoppers said the number one emotional impact of poor signage is the feeling businesses are not taking their safety seriously enough (chosen by more than 40%).
In the UK, the stores with the most unclear social distancing signage are clothes shops (chosen by 21% percent), followed by supermarkets and grocery stores (19%) and restaurants and bars (16%). 75% said they are more aware of in-store signage in general than before the pandemic. Younger shoppers were found to be the most likely to be influenced by in-store signage. Those aged 16-34 years are the most likely to have already stopped visiting shops with poor social distancing measures, with 54% having done so, most likely to feel safer in shops with clear signage (85%) and to visit stores with clear signage (78%).