It's not been
too bad over at the petrol station where I work - the biggest mission for us is getting people to wait on the correct side of the door to allow enough distance for anyone who's leaving the building and to make sure they follow the one-way system set up inside. It's a simple system, and whoever's on the door has been able to act as a mobile block to ensure it, though I had at least two customers yesterday who tried to get through when I was blocking their path. The door marshal role has now been stopped, which I think is a big mistake, though time will tell.
As for the main store? Ooh, I've heard of quite a few confrontations there, some of which have involved our security guard, and she is NOT someone you want to mess with. She's lovely, don't get me wrong, but I get the impression she can be terrifying when she needs to be.
We've had someone on the door over at the main store for some time now to monitor numbers, though I have no idea if that's still going to be the case from today. As you've said, the vast majority have been fine, and do seem to get the rules. There's always the odd one that believes the rules don't apply to them at all, of course, but we've found that subtle enforcement tends to work fairly well.