More than 40 per cent of UK shoppers avoid shops with unclear social distancing signage

Covid signage

More than 40 percent of UK shoppers have stopped visiting stores that have unclear signage on social distancing.

Results of a new study reveal that clear signage has a significant impact on shopper confidence. More than 80 percent of shoppers in the UK said they feel safer in shops with clear signage on social distancing, and almost eight in ten 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. Signs are also in the spotlight more than ever before, with an overwhelming majority of shoppers 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, followed by supermarkets and grocery stores and restaurants and bars.

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, and the most likely to feel safer in shops with clear signage and to visit stores with clear signage.

“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 who conducted the research.