Roland DG study shows a third of shoppers avoid shops with badly maintained storefronts

A study conducted by Roland DG across the UK and Europe has revealed that over a third (35%) of shoppers avoid entering shops with badly maintained storefronts, and a third (29%) are less likely to spend money in them.

The overall findings from the study suggest certain sections of the high street need a significant facelift if they are going to mount a recovery post-COVID.

Three quarters (75%) of the 1,531 shoppers polled across the UK, France, Germany, Italy and Spain admitted at least one in every five shops on their local high street had a badly maintained store front. A similar percentage (76%) had either seen zero improvement in the problem over the last three years or felt it had worsened.

Mechanics were singled out as the worst offenders when it comes to badly maintained storefronts, with nearly a third (31%) of shoppers agreeing they typically had the worst signage. Hardware stores (26%), takeaways (26%), newsagents (20%) also came in for criticism. Book stores (6%), travel agents (6%) and bakeries (6%) fared better.

The data also suggests that the impact of low-quality storefronts runs deeper than lost sales and reduced footfall. Three quarters (72%) believe that low quality storefronts make an area feel unsafe, and eight in 10 (81%) agree it makes an area less desirable to live in.

The study was conducted by digital print company Roland DG as part of an overall campaign to promote the value of better storefronts to the economy and society. Supporting the company’s initiative to engage in storefront makeovers and support independent retailers, Roland DG has provided exterior makeovers for Yum Yum’s Café in Manchester, clothing retailer Rak Uniforms in Birmingham and charity shop El Desvan in Alicante, Spain. The refurbishments include new branding, signage and window vinyls created and fitted by Roland DG customers, and exterior paint jobs.

Stephen Davis, EMEA marketing director at Roland DG, said: “On the one hand, it’s hardly surprising that retailers have had to neglect their storefronts while battling COVID, a cost-of-living crisis and a potential economic downturn. On the other, our study campaign is designed to show retailers that if they do go the extra mile, it will increase their footfall and grow their sales.”

The day after Rak Uniforms’s storefront makeover and compared to the same day in 2021 vs. 2022, card payments were up by a staggering 83%, the number of sales were up by 14% and the average sale amount was up 54%.

Roland DG is planning to provide two further storefront makeovers and welcomes approaches from independent retailers across the UK, France, Germany, Italy and Spain.

Mr Davis continued: “High street retailers are the lifeblood of our economy. We hope our small contribution to smartening up storefronts and signage will inspire others to follow suit, and help win shoppers back after a punishing two years.”