Creating Effective In-Store Signage During COVID-19
If you’re taking actions to keep your staff and customers safe, the next steps involve communicating your efforts to everyone in and around your store.
Don’t ignore the signs
Providing a safe & friendly environment has become a huge focus for businesses around the world, with the risk of COVID-19 affecting how people move through spaces. How you present your store as a safe location for people to shop, will impact their likelihood of becoming customers, how long they stay in the store, or even if they choose to enter your store.
If you’re taking actions to keep your staff and customers safe, the next steps involve communicating your efforts to everyone in and around your store. Inadequate signage could result in visitors not following your safety rules, feeling unsafe and leaving, or complaining that you aren’t doing enough.
Be clear & friendly
As the business owner, your goal should be to promote safe practices for everyone in your store, which will be more likely to be followed if you provide clear & non-confrontational rules for visitors. Customers are more likely to follow your rules when they can quickly understand them, making them feel more relaxed about visiting your store. Although you should always be prepared to handle customers who won’t follow your rules, you should carefully review your signage to ensure they were given fair & clear instructions for how to behave in your store.
Review your customers’ experience
How you and your staff move through your store is considerably different than the experience your customers have. This difference means you have to think about areas your customers will be moving through, and where you need signage to help guide them through your store.
The area around your cash register is an example of an area your customers will spend a lot of time in, and who will be interacting with the same surfaces your staff are touching. Effective signage in these areas involves highlighting the sanitization and consideration of these surfaces, ideally showing your customers that they can feel more relaxed in these areas.
Think about other areas like entrances and stairs. Do you have signage that lets customers know how frequently you wipe down the handles and railings? The signage you use around your store will not overwhelm your visitors, but inform them about the reduced risks in the space they are moving through.
Getting your signage made & set up
Printing and putting up your signage can be costly, as you’ll want to be using lots of signage to ensure your visitors are always aware of the safety measures needed to be in your store. It can be especially costly if you notice your signage is not effective, requiring you to go back, find or create new signage, and print more for your store.
An easy way to ensure you don’t run into this scenario, is talking with print & signage professionals who can evaluate your store, and provide you with a strong recommendation for what you need. This process can also help you learn more about printing signage and posters for other issues, events, & sales - preparing you for the inevitable future print projects you’ll encounter.
Ultimately, effective signage in your store requires you and your staff to be clearly demonstrating an understanding of the rules, showing customers that your staff are not exempt. Tone, clarity, messaging, and positioning are all key aspects of your signage, which will influence how comfortable visitors will be with becoming your customers.
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