How Retailers Can Create a Strategy to Address Non-Shopper Populations

As retailers compete to attract customers and earn their loyalty, the in-store experience is undeniably a key differentiator. Since 80 percent of shopping still happens at brick-and-mortar locations, retailers are rapidly deploying a clever mix of new technologies and redesigned in-store experiences to appeal to consumers.

Despite these innovations, however, there is an ever-present risk to the in-store experience that many retailers struggle to address effectively: non-shopper populations.

Who Are Retail Non-Shoppers?

Non-shoppers can vary widely for specific retailers and cities. Non-shoppers typically include loiterers, people who are unhoused, day laborers, or individuals challenged by substance abuse, among others.

In many cases, these people are no threat to your customer experience, but they may take your team’s time or occupy communal areas. In some cases, non-shoppers may alter a potential customer’s perception of your store. In the worst cases, non-shoppers may pose a threat to themselves, store employees or customers.

An 8-Step Strategy for Treating Retail Non-Shoppers

When creating a plan to address non-shopper populations, the key is to create a safe and welcoming environment that balances quick fixes for immediate impact with long-term strategies that address underlying causes.

The following eight steps will help you build an inclusive plan that can adapt as your store and community needs change:

1. Evaluate corporate policies. Always align with your corporate headquarters on official policies for handling non-shopper populations. These policies are the guardrails you can build within, and you can collaborate with your leadership to modify those policies based on your store’s circumstances.
2. Familiarize yourself with local laws. Research local laws or ordinances around what people can or cannot do in your store or parking lot. Ensure your team fully understands the terms of these laws, and embed them within your store training program.
3. Audit employee training. Review your existing training procedures and policies. Does your team face situations that the training doesn't address sufficiently? Identify topics or situations that are currently missing from the training and develop a plan to fill those gaps.
4. Invest in de-escalation training. De-escalation training is essential, especially in community store settings where the staff knows regular customers and visitors. It focuses on empathy, understanding escalation, and how to involve law enforcement when necessary.
5. Implement technology to augment coverage. Use technology where possible to reduce the need for frontline associates to engage in potentially dangerous interactions. Security cameras in and around your store, loudspeakers, and on-site security guards can be effective in monitoring areas and deterring unwanted activity.
6. Connect with community resources. Build your program with the end goal in mind. Identify available resources in the community that are designed to help your non-shopper population. Many churches, kitchens, and charitable organizations offer support for people who are unhoused, for example.
7. Develop retail networks. Work with other retailers in your community to share knowledge and implement consistent strategies that have a greater collective impact than individual actions.
8. Partner with law enforcement. Collaborate with law enforcement to understand applicable laws and ordinances. This partnership can also optimize the police response in the event that an individual is committing a crime.

Creating a Welcoming Store Environment

It takes a comprehensive strategy to address your unique community situation, involving many different internal and external players. The ultimate goal is to create a safe and welcoming environment for your associates and customers.

Educating your workforce and collaborating across the public and private sectors will ensure your community feels safe and supported — and help connect potentially vulnerable individuals with the resources they need.

Matt Kelley is the head of retail, LiveView Technologies, a mobile security provider.