Tips On Merchandise Placement To Satisfy BOTH Sales And LP

Do you want to know one of the fastest ways to make a Loss Prevention Manager cringe? Place high dollar merchandise within a few feet of your entrance/exit doors. Another great idea is to stack out a pallet of 32 inch LCD televisions for that Black Friday door buster with no protective devices on them because you know how fast they are going to go out the door (the L.P. Manager knows how fast too but from a different perspective). Frequently store managers want to put merchandise on display near the front of the store where customers are certain to see the items and entice them with an impulse buy. The downside to the strategy is that it creates a major opportunity for crooks to sneak merchandise out quickly without being noticed. They wait for a group of people to enter or leave, pick up the merchandise and blend in with the crowd then exit with the goods. I’ve seen it happen.

     On the other side of the fence you have Loss Prevention Managers out there who want to lock up everything. They aren’t thinking about what drives sales or impacts the shopping habits of customers. Their concern is that the merchandise is placed in such a way that it can’t be stolen. I’ve been one of those managers and I thought I had the best interests of the store in mind as I sought to keep valuable new displays on a tight leash. Keep the merchandise in the store and out of the hands of criminals and you save stock shortage. Doesn’t THAT drive sales for the store? Customers can’t purchase what has been stolen. Keep those goods in the store and sales will soar because paying customers can get their hands on it.

     There has to be a happy place where security and availability can meet. Merchants and Loss Prevention can find a common ground but they need to work together to do it. Having learned my own lessons over time I would like to share some ideas that can be beneficial to store sales objectives without creating a security risk to merchandise.

• Coming from many years in Loss Prevention I want to first say to the Loss Prevention department; remember that the number one priority of the store is to SELL merchandise. Your job is to help do that and this means being a partner and understanding WHY a manager may want to place a product in a particular place. You should take a look at what the manager wants to do and offer constructive suggestions that can decrease the chances of merchandise theft without being an obstacle to the decision.
• Before any new planograms are set or merchandise displays are placed, managers meet with L.P. and discuss what you are planning. L.P. may have suggestions to help make merchandise secure without compromising the desire to put merchandise in the hands of the consumers. There may be electronic article surveillance tags or labels that can be applied to merchandise.
• If the merchandise is to be located close to the front of the store put it in a location near a cash register. Keeping products within the line of sight of employees is one way to deter theft.
• Keep track of product quantities. This means several times a day taking a count of the pieces of merchandise on a display and tracking sales of those items. If you start to identify a theft trend then re-evaluate your merchandise protection strategy.
• Don’t use locking display cases! Unless the item has a very high dollar price point there are alternatives available to stores to secure merchandise. There are security boxes and cases on the market that allow shoppers to pick up and handle goods without being able to actually touch the item.  These cases (such as a Sensormatic flexible safer for example) prevent shoplifting while allowing a customer to select an item and continue shopping (customers don’t like to wait for help at a display case).
• If your store has closed circuit television then consider placing a camera and a monitor as a public view set-up. It discourages theft when people see that they are on camera.

New product displays attract customer attention and increase sales. When Loss Prevention and Store Management work together on these projects sales will be successful. Let’s not forget that shortage due to theft will also be minimized if not eliminated and THAT makes EVERYONE happy!