As existing stores haven’t been designed with social distancing in mind, most physical retail needs some form of adaptation to comply with social distancing rules. This may include a reduction in floor fixtures, re-arrangement of retail furniture and creating one-way systems. In addition, till systems and payment areas, queue management, fitting rooms and information hubs have also required an immediate re-think.
Consumers that ventured out to essential retail within lockdown found a changed world due to social distancing measures:
- A barrage of stickers, instructions and sneeze screens installed at haste with little aesthetic or operational consideration. Some stores weren’t able to install elements such as sneeze screens in a timely manner due to a shortage of acrylic based on the spike in demand.
- Crude ad-hoc queuing systems made from upturned trolleys or other improvised materials. While reactionary, this contributed to an uncomfortable experience.
- Increased security and sales staff under pressure to not only enforce social distancing rules, but maintain control in emotionally charged situations where shoppers became frustrated with queues and new rules, or with other shoppers not following the rules.
- Introduction of digital stop/ go systems to control numbers in some stores across Europe as non-essential stores opened. With little guidance shoppers seemed to immediately accept and follow these systems.
- As methods of compliance evolved, innovative FMCG brands used social distancing floor stickers as an opportunity to communicate with shoppers in a fun way, lightening the mood and reinforcing a brand message.
However, many of these elements are temporary and implemented as survival measures to enable stores to remain open, rather than being a considered or integral part of a strategic customer journey.