I’m sure you’ve already read how shoplifters cost you money. It’s probably hard to digest the dire financial implications that shoplifters have on all of our businesses. Without adequate controls in place, you are putting your business and your financial well-being at risk, and honestly, you just can’t do that. That’s why we have to have a camera system and why EAS systems are a necessity and not just a “nice to have” technology. That’s exactly why we have to invest in exception reporting tools to help us identify criminal activity and why we preach the value of exceptional customer service in our stores.
Value. Your customers shop with you because you provide them with value. They could shop at 12 other stores and some of them might even be more competitively priced than you, but there’s something that draws them into your store. That’s the value of your brand. Retailers have a following just like any band, performer or Hollywood movie start. Believe it or not, you have fans, some of which will refuse to shop anywhere else. Ever stop to think what it is about your store that causes this? There could be several reasons, really. In my personal experience (I have a few stores that I exclusively shop at for different needs). All have a few things in common.
In stock position is number one on my list. If I am going shopping, I normally know exactly what I want. I don’t spend a lot of time browsing and normally don’t need a whole lot of help from a store employee. I simply expect that the item I want be available for me to grab and go. Having available inventory for your customer is key component to your success.
If you’re constantly targeted by shoplifters and dishonest employees, those in demand items may not always be available for your legitimate customers. How many times have you walked a customer out the door because you didn’t have the thing they were looking for, even though you do stock that particular item? More times than you care to admit, I’m sure. So not only did you lose the item to theft, you’ve lost the sale to the customer as well. If that happens enough times to enough customers, you’ll be known as the retailer that “never has what I need in stock”.
Customer engagement is another factor I consider. I don’t often ask for help, but when I do. I expect an employee to be readily accessible, close by, knowledgeable and friendly. I also want to know that the employee is aware that I am in their area and available to help should I need it. This makes me feel that my business is wanted and appreciated.
Shoplifters will target stores that they know they can operate in with impunity. Those are the stores where employees ignore customers (you know the stores I’m talking about here). If a thief knows you are not paying attention, they will rob you blind and then come back for seconds. Customer service is one of the best methods to deter a criminal.
As a retailer, you have to offer value to your customers. You definitely can’t do that if your employees don’t engage your shopper, you don’t have the item in stock and your prices are out in left field compared with your competitor. Setting yourself apart from the competition is what drives business into your store and will keep you in business. As retailers and small business owners, remember that your brand carries value. Whether it’s a positive or negative value rest solely on your shoulders and has a direct effect on how your approach shrink and external theft.
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