Shoppers Want Clear Social Distance Signage

Stores with confusing guidance on how to social distance will lose customers, a new survey finds.

August 21, 2020

LONDON—Are you communicating social distance guidance to your customers? A new study by Roland DG discovered that more than 40% of U.K. shoppers have stopped going to stores with unclear signage on social distancing, FreshBusinessThinking.com reports.

The survey also found having clear social distance signage increased customer confidence, with more than 80% of U.K. shoppers saying such displays made them feel safer. Almost eight in 10 (78%) said they would be more likely to shop at stores with well-defined social distance instructions.

U.K. shoppers in the study also said they felt stores with poor signage weren’t taking customer safety seriously. Signs have become even more important, with 75% of shoppers saying they are looking at in-store signage more now than pre-pandemic.

“Brick-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 show that most businesses are clearly not giving it enough attention. Stores that fail to prioritize COVID-19 signage will continue to see shoppers stay away,” said Jerry Davis, managing director of Roland DG UK.

In the United Kingdom, retailers with the most unclear social distance signage were clothing stores (21%), supermarkets (19%) and bars and restaurants (16%). Younger customers between the ages of 16 and 34 years were more likely to stop visiting shops because of poor signage.

Coronavirus Resources

NACS has compiled resources to help the convenience retail community navigate the COVID-19 crisis. For news updates and guidance, visit our coronavirus resources page.

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