LP Magazine

MAY-JUN 2019

LP magazine publishes articles for loss prevention, asset protection, and retail professionals covering shrinkage, investigations, shoplifting, internal theft, fraud, technology, best practices, and career development.

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said the sign did not distract them. While one respondent indicated the sign "draws me to look at the items a little," ten reported the sign distracted them in some way, or they found it "annoying." Despite this, only two of the customers we talked to said the sign changed their shopping experience in any way; both indicated they would be less likely to purchase items because of the sign. The other twenty-four respondents noted that the sign didn't change their shopping. Customer Opinions on Changes to the Sign. Customers were next asked, "Do you think the sign could or should be changed in any way to make it more effective?" Three interviewed subjects (11.5%) indicated the sign could or should be changed in any way to make them more effective. These three respondents were asked to indicate the ways in which the sign could or should be changed. Their responses appear below. Q "If you steal, we will know." Q "It should be gone." Q "Make more of them (signs)." Customer Beliefs about Truthfulness of the Sign. Customers were next asked: "Do you believe there are actually nearby electronic theft-protection devices?" More than two-thirds (69.2%) indicated they did believe there was electronic theft protection on the products in this location in the store. Less than one-tenth (7.7%) did not believe the products in this location were electronically protected, while nearly one-quarter (23.1%) said they didn't know if the products were electronically protected. The two customers indicating they did not believe the products are in fact electronically protected were asked to indicate why they felt this way. Their responses appear below: Q "Because it's not needed." Q "Too many other deterrents." Customer Preference for Signage or Locked Displays. The customers were next read the following statement: "Use of signs and electronic theft protection as a security measure allows the store to make the product available to you on the shelf, rather than keeping it behind a counter or in a locked display that requires you to ask for employee assistance to access the product." Customers were then asked if they preferred this type of security measure to keeping products behind a counter or in a locked display case. Half (53.9%) indicated they did prefer signs and electronic theft protection to having products behind a counter or in a locked display. Impact of Signs on Customer Shopping Behavior. The customers were next asked if the electronic theft-protection sign would make them more likely, equally as likely, or less likely to purchase the product at this store. A third (30.8%) indicated the sign would make them more likely to buy the product at this store, while more than two-fifths (42.3%) said equally likely, and one-quarter (26.9%) said less likely. The seven customers who indicated that they would be less likely to buy the product at the store with the sign were next asked, "Would you prefer to buy the product at a store without signs indicating electronic theft protection?" Three of them said yes, while two said no. Customer Perceptions of Store Safety with Signage. Customers were next asked if the electronic theft-protection signs made them feel more safe, equally as safe, or less safe than they might otherwise feel in the store. One-half (50.0%) of the customers we interviewed indicated the sign made them feel more safe than they might otherwise feel in the store. Due to the relatively inexpensive signage production and™deployment costs compared to their influence, our University of Florida and Loss Prevention Research Council teams continue to work with online, outdoor, and indoor priming signage dosing options, including symbology, colors, size, unit placement, numbers per store, constant slight changes to maintain freshness, and aural and visual priming cues to boost the treatment's noticeability and™credibility. Do You Believe There Are Actually Nearby Electronic Theft-Protection Devices? Yes Don't know No 80% 70& 60% 50% 40% 30% 20% 10% 0% 69.2% 7.7% 23.1% Likeliness to Purchase with Signage More likely Don't know 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 42.3% 26.9% Equally likely 30.8% Perception of Safety in Store with Signs Indicating Electronic Theft Protection More safe Don't know Equally safe 60% 50% 40% 30% 20% 10% 0% 50% 42.3% 7.7% Less safe 0% 63 LP MAGAZINE | MAY–JUNE 2019

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