Unlocking Sales: Modern Security Strategies for Optimal CX

As retailers face a troubling increase in theft and violent organized retail crime, many have responded by locking products up.

While the intent is understandable — and there's no alternative in some markets or for specific product types — the impact on the customer experience (CX) can arguably result in fewer sales and risk of significantly impacting the top line.

Technology plays a critical role in supporting an improved customer experience while shopping and at the same time strengthening your impression of control against theft. Employing an effective mix of disparate solution providers into one cohesive unit is the key. This creates an intelligent crime-fighting ecosystem that builds lasting resiliency, especially during the busy holiday shopping season.

No store will ever be able to eliminate all theft, but one will arguably negatively affect sales by locking everything up. Let’s consider viable ways to keep stores inviting for customers, preserve your bottom line, and protect everyone’s safety.

Creating Retail Security Ecosystems for Greater Control

Criminals don't want to be identified, and they certainly don't want to be apprehended. Retailers can create an ecosystem that blends human talent with technology to both detect and deter criminals, which allows them to put product back in the hands of customers.

Start by analyzing your data. Which products or categories are most targeted by criminals? What tactics do these criminals employ? Where are your existing defenses falling short?

Speak directly with store employees and security personnel to enrich your understanding of the situation. You can then make informed decisions to improve existing security measures and augment them with modern technology that stays ahead of evolving threats.

Unlocking sales is a manifestation of taking solutions that exist today — both high- and low-tech solutions — and dovetailing them together in such a way that identifies and stops potential bad actors. A comprehensive strategy can include:

• Physical barriers: Redesigning stores is an accessible way to create friction for would-be criminals. Keep commonly targeted items deeper in the store and away from exits, and use shelves or other fixtures to stop criminals from making an unhindered dash toward exits. Concentrating efforts at entrances/exits creates an immediate impression of control that could dissuade criminals from targeting the store altogether. Forcing criminals deeper into the store for targeted items also maximizes your ability to gather evidence that can be used to prosecute them.
• QR codes: Empowering customers to unlock items is one way to alleviate the issue. A QR code could be used in place of a lock and key so customers don’t have to wait for an associate to give them access to the product. These can be used for restrooms or fitting rooms as well. Customers will need to create a verified account to set up their access, which may be perceived as an initial inconvenience, however, this provides future ease of access to items — and helps stores gain valuable data on customers who may be stealing.
• Self-checkout fraud detection: Powerful technologies exist that accurately identify when customers leave items in their cart during self-checkout. Complement existing surveillance tools with these intelligent detection technologies and prove to criminals that they can no longer get away with stealing at self-checkout.
• Parking lot cameras: Artificial intelligence-powered cameras and security solutions placed in parking lots are effective for identifying potential precursors to a crime — e.g., illegal parking or crowds of hooded individuals suddenly rushing the store — and alerting in-store security teams. Evidence gathering capabilities in the parking lot complement in-store footage to give law enforcement a full understanding of the situation to maximize their likelihood of catching criminals if they escape.
• Smart shelves: Store shelves can act as a theft detection system, with smart shelf technology that identifies when multiple items have been removed from the shelf in a quantity or pattern that doesn't match how customers typically shop. These shelves can then trigger other security solutions to notify guards or focus recording capabilities to a specific location or individual.

Each of these solutions can be implemented in tandem and integrated to create a greater defense that maximizes each investment. Stores shouldn’t overlook the necessity to collaborate with other retailers, too. When all retailers work together to identify the worst habitual offenders so they are held responsible, everyone wins.

Securing the Customer Experience

Your customers’ time is precious, and they will seek out new stores or alternate ways to shop if they waste significant time waiting for items on their shopping list to be unlocked. Asset protection and operations leaders have an opportunity to design technology systems and programs that will allow the unlocking of product in-store while maintaining profit.

Leveraging technology in every way possible to achieve this ambition of unlocking sales has to be a priority. And by creating a strong model for detection, retailers in turn create an extraordinarily strong model for deterrence.

Continually assess the return on investment your chosen solutions drive, including indicators such as total sales, customer satisfaction as commonly reflected through NPS, and overall levels of shrink.

Threat deterrence and detection coupled with local law enforcement collaboration for case management is a winning strategy that stays ahead of evolving criminal activities.

Mike Lamb is an asset protection industry leader and consultant for LiveView Technologies (LVT), a provider of customizable mobile security solutions.