Spring 2007

What are your strategies for loss prevention in your store?

Angela Day of Ivy Ridge Traditions

Angela Day of Ivy Ridge Traditions
North Wilkesboro, NC
877.667.4556
IvyRidge.com

“We had several issues with merchandise disappearing, and recently installed a nine-camera security system with the ability to dial into the system and watch the shop at any time from my home via the Internet. We purposely put in a large, 26-inch monitor, which shows a clear picture from each camera. Our customers and employees are aware of the system and are able to see the monitor, which I believe is a deterrent. The only thing I wish we had done differently is install one camera in our stockroom.

In an attempt to deter shoplifting, we have a store policy that requires our staff to greet each customer as they enter the shop. The staff is to move out of the register area so they are able to clearly view the customer. I have actually told them to move close enough to the person to see the color of their eyes. I believe customers are less likely to shoplift if they believe our staff can identify them with a clear physical description. With this in mind, we often try to engage the customer in a friendly, upbeat greeting that is welcoming, and then move away and give him or her space to shop and enjoy our store. If we suspect someone is fishy, we will actually start a conversation with him or her. We will also ask if we can hold merchandise that a customer has in their hands, so they can shop more comfortably, particularly if they are going to our upstairs area.”

Nadine Miller of Glee Gifts

Nadine Miller of Glee Gifts
Mansfield, MA
508.339.4533
GleeGifts.com

“A large part of loss prevention is about knowing your customer. That keeps our shrinkage to a very low percentage. One of the things we do, which is part of the culture of our store, is to build relationships with customers. Our customers are also our friends. Some come in once a week. With the new people, we make sure we greet them diligently. We have a lot of stuff, so there is a lot of opportunity for something to go missing.

Last year right before Christmas, a young teen boy ripped off some merchandise. We share such a great rapport with our customers that another customer who was in the store chased him down!”

Ann Foley-Collins of Glee Gifts

Ann Foley-Collins of Glee Gifts
Mansfield, MA
508.339.4533
GleeGifts.com

“We make sure it doesn’t feel like Big Brother or, in our case, Big Sister is watching. Overall, at the very minimum, once the customers come in, if we make eye contact, that establishes rapport. It says to them, ‘We notice you, we welcome you, we are glad you are here,’ and then the customers build on that trust.

Another example: We used to have this older gentleman come in several times, never bought anything. Then one day when he came in, I just walked over to him, welcomed him and said very politely: ‘I know today you are going to buy something.'”

Editor’s Note: If you would like to participate in our Retailer Forum, please drop a note to the managing editor, Poornima Apte.