Safety issues at the Thames Highway and Frome St intersection pedestrian crossing have been ongoing, and following a vehicle collision there on Thursday, Senior Sergeant Jason McCoy said police had identified the pedestrian crossing as "a hot spot for crashes".
Snr Sgt McCoy said the latest incident happened at 5.14pm.
One car had rear-ended another as it stopped for a pedestrian to cross the road.
NZTA statistics show 20 crashes have happened within 30m either side of the pedestrian crossing in the past five years. However, NZTA Otago-Southland State Highways manager Ian Duncan said because many incidents at the crossing went unreported, it was impossible to tell how many "minor" crashes had occurred.
"In this area, many incidents go unreported and involve cars moving in or out of parking spaces, or nose to tail crashes when vehicles stop suddenly.
Generally, these are low-speed impacts resulting in vehicle damage only."
Mr Duncan said solutions to the problem were being considered in conjunction with the police, North End business owners and the Waitaki District Council.
"We are looking at various low-cost options for dealing with the specific safety issues raised around pedestrian crossings in this area. Among these are changing the layout to improve visibility of crossing users, and by increasing the visibility of the crossing by altering some markings.
"Some of the options being considered could be implemented by the end of the year."
Business owners said action was needed and overdue.
Arthur's Antiques owner Tim Arthur said there had been some "horrendous" accidents at the spot over the past few years. Most were down to motorists driving too fast, he said.
"There is hardly a week goes by without an accident."
Fraser's Four Square Supermarket owner Brian Fraser said he would like to see the crossing moved completely.
"Just about every day, there is a near miss. Just a couple of days ago, a lady nearly got hit by a milk tanker."
