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Unclear signage scares shoppers away

More than 40% of UK shoppers have stopped visiting stores that have unclear signage on novel coronavirus (Covid-19) social distancing, according to a new study by Roland DG.

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80% of shoppers say they feel safer in shops that have clear social distancing signage [Image – iStock.com/gradyreese]

The European survey of over 2,500 people found 80% of consumers feel safer in stores that have clear social distancing signage – such as printed floor stickers – with 78% more likely to shop in stress with proper instructions on social distancing measures

Some 40% of shoppers say that businesses are not taking their safety seriously enough, with 75% of consumers saying they are more aware of in-store signage than before the Covid-19 pandemic.

Other key findings include that clothes shops in the UK were most likely to not have the correct social distancing signage in place, with 21% of respondents setting out their fears.

Supermarkets were also a cause for concern as 19% of shoppers say the right signage is not in place, while 16% were also apprehensive about restaurants and bars.

The print industry is pivotal in putting shoppers at ease, building trust and keeping everyone safe

Shoppers between the ages of 16 to 34 are more likely to have already stopped visiting shops with poor social distancing measures, while the same group were also more likely to feel safer in and visit shops 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,” 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.

“There’s a big opportunity for brands to use signage to differentiate themselves and rebuild shopper confidence - and print businesses have a critical role to play in educating retail customers of the power of effective, directional signage.

“The print industry is pivotal in putting shoppers at ease, building trust and keeping everyone safe.”

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