Is Unclear Signage Affecting Your Customer Footfall?

Author: FASTSIGNS® Kingston Upon Thames

A recent study commissioned by Roland DG UK suggests effective signage plays a vital role in giving shoppers the confidence to visit stores.

The vast majority of bricks-and-mortar stores are now open after the easing of lockdown restrictions. However the restrictions have left a lasting impact as the sector struggles to recover.

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“Bricks-and-mortar retailers need to increase consumer footfall, and effective signage plays a vital role in giving shoppers the confidence to visit stores,” says Jerry Davies, managing director of Roland DG UK.

“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.”

The survey, carried out by Censuswise, polled 2500 european consumers of which 500 were from the uk. They found that 40% of UK respondents said that they had stopped visiting stores that had unclear signage.

Younger shoppers were found to be the most likely to be influenced by in-store signage. 54% of shoppers between 16 to 34 years old had already stopped visiting shops with poor social distancing measures, and most likely to feel safer in shops with clear signage (85%) and to visit stores with clear signage (78%). This compared to 38% of 35 to 54 year-olds and 36% of people aged 55 or over who said they had stopped using stores with poor signage.

The study found that the stores with the most unclear signage are clothes shops (according to 21% of respondents), supermarkets and grocery stores (19%) and restaurants and bars (16%).

With 75% of consumers paying more attention to signage than before the pandemic, this research highlights the importance of social distancing signage in retail locations. Poor or non-existent social distancing signage could have a detrimental effect on a store's potential footfall. Raising consumer confidence will play a large role in ensuring your business can bounce back from the impact of Covid-19.

FASTSIGNS® Kingston supplies a full range of social distancing signage. From floor & wall graphics to cough protection screens, hand sanitising units and freestanding displays; we can support your business. All of our Covid-19 signage range can be customised to suit your location and branding.

Contact us today to discuss requirements for your business:

(020) 383-5331 x9