Turn a Theft into a Sale

You spot an old pair of shoes a customer has left behind and suspect she may leave the store with the new pair she’s now wearing.  The problem is she hasn’t paid for them.  As a retailer, what do you do? 

Don’t get angry, get even—turn that would-be theft into a sale

Your first instinct is to confront the woman outright.  Resist it.  Instead, treat her like she’s your best and most frequent customer.  Shoplifters hate that—we know, we’ve asked them.  Suggest you could hold her old shoes at the counter while she makes up her mind.  Or hand them to her: “I noticed you left these behind.  I wanted to make sure you didn’t misplace them while you paid for your new pair.”

Every year the North American retail industry loses over $30 billion to shoplifting.  That’s a lot of shoes—and televisions, and DVDs, and jeans.  It makes you want to catch those responsible, doesn’t it?  Us too, but over the years we’ve also learned that catching and prosecuting shoplifters is not a real solution.  Punishing a few individuals does little to stop the ongoing problem.  Anti-theft systems and EAS (electronic article surveillance) tags are great devices, but like all technology, they only go so far and trigger a lot of false alarms.  The first line of defense in the fight against shoplifting is world-class customer service. 

Your best defense is a good offense

Shoplifters thrive on opportunity.  Focus on taking those opportunities away.  Here are a couple ideas for you and your employees.

First, look around your store. Where would be good places to get rid of packaging or stash merchandise without being seen?  These are the spots you want to watch.  As you move around the store, make a point of visiting these out-of-the-way corners and greeting any guests you find with a smile and a positive attitude. Honest people will appreciate the extra attention, thieves will feel uncomfortable.

Keep an eye on who’s keeping an eye on you.  Shoppers look at merchandise.  Shoplifters look for witnesses.  Let customers know that you’ve seen them enter the store and that you’re never far away.  A friendly, “I’ll be one aisle over if you need anything” is all it takes.

Or use the “7 seconds, 7 feet” rule.  Greet every customer you meet—within the first 7 seconds of seeing them, or as they approach within 7 feet of you.  Smile and make eye-contact. 

Respond to EAS signals quickly.  Approach the customer and explain that a tag has set off the sensor.  Never use the word “alarm.”  Ask if you can remove or deactivate the tag, and then politely ask to see their receipt. 

Once a shoplifter pockets an item or leaves the store, there is little you can do.  Never accuse someone of stealing, never chase someone who runs, and never touch a suspect or make threats.  This will undoubtedly frustrate some of your employees.  But their safety and your customers’ safety is worth far more than the satisfaction of catching a thief.

Knowing is half the battle

We’ve found that there are generally two types of shoplifters.  One-time shoplifters tend not to steal out of financial need, but for the thrill of getting away with it.  Many will tell you that the high they get is their real reward, not the merchandise itself.  The vast majority of shoplifters fit into this category.  But take note—70% say they don’t plan their acts in advance.  You, on the other hand, expect them, so you have a leg up.

Professional shoplifters are responsible for a very small portion of all thefts.  Most often they steal with the ultimate goal of reselling the merchandise for profit.  And unlike one-time shoplifters, they come prepared.  Watch for people wearing bulky jackets when the weather outside is a balmy 26 degrees.  Or others who carry large bags that are seemingly empty when they enter the store.  Isn’t that baby cute!  But what’s stuffed underneath his blanket?  Strollers are an excellent place to hide stolen merchandise.

Of course, most babies are in fact cute, and not out to rob you blind.  Paranoia won’t help your business, but being aware of potential shoplifting strategies will help you and your employees be better prepared. 

Shoplifting hurts everyone.  It decreases sales, raises prices, and leaves you and your customers to pick up the tab.  And that brings us back to our goal of world-class customer service—it’s the easy answer, and the best one. 

Turn a theft into a sale, and at the end of the day you won’t be the one left holding the old pair of shoes.

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This article contributed by Pat Quinn, Owner, Creative Options, ph:  (519) 746-6644.

By recognizing and creating opportunity, Patricia Quinn has guided Creative Options from its humble beginnings as a promotional product supplier to its current position as a North American leader in the field of retail employee communications. Pat’s efforts to build a corporate culture fostering creativity and innovation have enabled her company to penetrate the U.S. marketplace, collecting a client list that includes some of the most recognizable brands in retail including Sears, Toys “R” Us, Loblaws and Armani Exchange. Creative Options’ print and multimedia training programs reach over 1.7 million retail employees each month. For more information, visit Creative Options on the web at www.creativeop.com.