Retail visitor safety has become paramount as retail stores experience a high volume of customers. Specifically, they have to manage foot traffic to prevent overcrowding, cater to a wide range of customers (from children to the elderly to people with disabilities), and adjust to a dynamic environment.
The most effective way to handle this is to use clear visitor signage. In most cases, it prevents accidents, enhances customer experiences, and supports operational efficiency. The best visitor signage also allows compliance with regulatory regulations, like the Health and Safety Regulation 1996, and makes the process standardized.
So, how do you use clear signage in retail? This guide dives deeper into the topic. Read on for more.
The risks of unclear visitor signage in retail
First, let’s look at the risks that are involved if you don’t use clear signage. A vivid example could be slippery floors, restricted areas, emergency exits, uneven or damaged flooring, and falling merchandise. In all of these cases, signage warns customers and alerts them to avoid certain areas.
Without proper warning signs, visitors may not be aware of potential dangers, leading to accidents such as slips, trips, and falls. This, in particular, can result in serious injuries and financial losses for the customer and the business.
Inadequate signage can also be seen as negligence, increasing the business’s liability in accidents. Unclear or missing signage can negatively affect customer perception and trust, decreasing customer loyalty and repeat purchases.
The benefits of effective visitor signage
The advantages of clear signage, in turn, boost the business performance in all aspects. For example, it enhances safety and improves retail risk management, thanks to clear hazard identification, emergency signs in retail (when visitors can quickly locate emergency exits and first aid stations), and reduced liability. That’s why it’s important to use customer safety signage, workplace safety signage, as well as legal requirements for store signage.
The next benefit is, of course, streamlining customer navigation and improving experiences. As a vivid example, clear signs help customers navigate the store more efficiently, reducing confusion and frustration. Similarly, interactive digital signage can engage customers, providing real-time information, product details, and personalized recommendations, increasing satisfaction and loyalty.
Ultimately, proper signage is a must for safety compliance in stores with legal retail store safety standards. Failure to comply with these regulations can result in fines and legal penalties, damaging the business’s reputation and financial stability.
Sephora is a notable example of a retail store improving visitor management with proper signage. It used digital signage to integrate its online and offline retail channels, providing customers with a seamless shopping experience. This included interactive displays that offered personalized product recommendations and real-time information, enhancing customer engagement and improving navigation within the store.
Key types of visitor signage every retail store should have
Now, let’s look at the standard signage every store should have:
- Mandatory signs in retail are essential for ensuring safety and compliance in retail environments. These include entry/exit signs, restricted access signs, and PPE requirements.
- Emergency signs, such as fire exit signs, first aid points, or emergency equipment, ensure visitors can respond quickly and safely during critical situations.
- Informational signage improves customer experience by providing clear guidance. Vivid examples include directional signs, store policies, and accessibility information.
- High-quality signage contributes significantly to compliance and safety, emphasising durability, customisation, and enhanced safety.
With this signage, retail stores can enhance safety, improve customer experience, and ensure compliance with legal requirements.
Best practices for implementing visitor signage
Wrapping up, remember 3 key pillars – visibility placement, standardised symbols and colours, and regular maintenance. In fact, over 80% of customers are more likely to notice (and engage) with digital signs placed at eye level. So, signs should be located with high customer flow to bring the exposure to the maximum. And don’t forget to keep signs swiftly, regularly inspect them for damage, fading, or outdated information.
Long story short, retailers should always conduct a comprehensive review of their current signage strategy; assess the placement, visibility, and clarity of existing signs; Implement a regular maintenance schedule for all signage; and consider updating to digital signage where appropriate for improved flexibility and engagement.
