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Transcript of Shoplifting_Prevention_Note
Show Picture Slide 4Eddie
Where we teach retailers how to increase their
sales
• Reduce their shrinkage
• And increase their profit margin
Show Picture Slide 4
Eddie
In this webinar, Romeo is going to show you how to increase your profit margin through shrinkage
reduction.
Show Picture Slide 7
Eddie
Romeo Richards is the author of 23 books including bestselling books:
How to increase retail sales
Store design blueprint
Show Picture Slide 7
Eddie
Visual merchandise display
And how to increase profit in retail.
He is also the creator of eleven home study courses including:
Show Picture Slide 18
Eddie
How to increase retail sales home study course
• Retail Store Design Blueprint home study course
• Visual merchandising display home study course
Show Picture Slide 18
Eddie
How to influence shoppers buying behavior home study course
And Shoplifting Retail Loss Prevention home study course
Show Picture Slide 18
Eddie
Romeo has been associated with the retail industry for a number of years
both as an employee and as a consultant and trainer
Show Picture Slide 18
Eddie
He worked with Tesco, Marks & Spencer and Brantano
He has consulted and trained a number of big retailers in the UK, US
and the Middle East
Show Picture Slide 18
Eddie
Romeo is the guy big retail consulting firms sneak in through the backdoor in the middle of the night when they want to resuscitate dying
retailers
Ladies and gentlemen Romeo Richards
Show Picture Slide 18• Hello everyone
Good afternoon to our friends in North America
And good morning to those joining us from Australia and New Zealand.
I think it is early morning out there now
Show Picture Slide 18
Welcome to the shoplifting prevention webinar.
My goal for this webinar is to show you strategies for making your store a
shoplifting free zone.
Show Picture Slide 18I realise it’s a bold statement to make.
You might be thinking to yourself, shoplifting can never be eliminated.
I do agree with you, we can never eliminate shoplifting because as we are increasing our efforts to fight shoplifting, the shoplifters are constantly finding creative ways of evading
our security measures.
Show Picture Slide 18So it true you can never eliminate shoplifting but you can drastically
reduce it from your store.
Send shoplifters to your competitors store
What I want to do for you today, is show you how to reduce shoplifting by
at least 84% in your store.
Show Picture Slide 18
And my guarantee to you is, if you implement just 20% of the things I will
be sharing with you today, you will reduce your shoplifting problem by at
least 84%.
Show Picture Slide 37There are two reasons it is absolutely critical you learn the things I will be
sharing with you today
The first reason is, according to the Global Retail Theft Barometer report, shoplifting
accounts for about 43% of your store shrinkage.
Show Picture Slide 37
So if shoplifting accounts for almost half of your store shrinkage, reducing
shoplifting by 84% will add a good change to your profit margin
Show Picture Slide 37For simplicity sake, let’s say
your store shrinkage is £100,000
£43,000 of that is directly related to shoplifting
If you reduce your shoplifting shrinkage by 84% you will now have
£36,120 additional profit.
Show Picture Slide 37
Say you spend 20% of the £36,000 to implement the measures we are going to be speaking about here today, you are still left with £28, 896 of additional profit that you are currently leaving on
the table.
Show Picture Slide 37The second reason it’s important you learn what I am about to share with
you today is this: the process of shoplifting has become more
sophisticated than it was years ago.
These days, shoplifting is not carried out by homeless people, teenagers or
addicts.
Show Picture Slide 37
Shoplifting is now predominantly conducted by organised retail crime
gangs.
Organised retail crime gangs are professional thieves who put lots of
thought into the process.
Show Picture Slide 37
They plan meticulously and in most instances, their implementation
process is flawless.
They do not just show up at your store hoping they will hit the jackpot, they come prepared to win the jackpot.
Show Picture Slide 37
A BBC documentary I alluded to in the sales letter to this webinar stated that
they are capable of stealing £7,500 ($11,500) worth of merchandise in just
four minutes.
Or £100, 000 ($150,000) worth of merchandise from your store.
Show Picture Slide 37
May be many of you on this webinar today might not be experiencing that level of loss on a daily basis so there might be the temptation for you to
want to dismiss this point.
Show Picture Slide 37
However, I urge you not to because whatever the size of your store at this moment, losing 43% of your profit to
shoplifting is equally devastating.
Show Picture Slide 37
So don’t dismiss this statement because you are not losing £100,000 a day, right this very moment, you are losing a lot of your profit you are not supposed to be losing to shoplifting.
Show Picture Slide 37There is a third reason why it’s very
important you absorb information I am about to share with you today that
reason is missed opportunity.
Usually when we discuss shoplifting or loss prevention, we do not take that
into consideration
Show Picture Slide 37But it is very important for the growth
of your business.
When shoppers come into your store to by and they do not find what they are looking for, what percentage of
them will ask the shop assistant for it?
Show Picture Slide 37Very few.
The large majority will simply go to another store except your store is
located in an isolated area.
If customers do not find what they are looking for in your store, what do you think that does to their experience…
Show Picture Slide 37With your store?
What does that do to loyalty?
When customers do not find what they are looking for in your store, not only have you lost the sales for the day,
you might have also lost their loyalty forever.
Show Picture Slide 37They will not know or even care that
the merchandise was shoplifted.
As far as they are concerned, they went into your store and did not find what they are looking for, therefore
are feeling bad about your store.
Show Picture Slide 37So shoplifting or retail loss prevention as a whole is not preventing theft from
your store, it is also about providing your customers pleasant experience
when they visit your store.
Show Picture Slide 66
You see shoplifting is a crime of opportunity, when you remove the
opportunity, you remove the possibilities.
What do I mean by shoplifting is a crime of opportunity?
Show Picture Slide 66
Let me tell you a story, this story will serve two purposes, it will put our
entire discussion into context and it will also briefly give you my bio.
Show Picture Slide 66
***A few years ago I used to work as a store detective for Marks & Spencer
Department Store in the UK.
As a store detective I worked at different locations every few days to
avoid being recognised by shoplifters.
Show Picture Slide 66
One day when I arrived for work in one of the stores, while being briefed by the officer I was to take over from, a
couple walked into the store and headed straight for the coat rack.
Show Picture Slide 66
The female took one of the coats, tried it on and confidently walked passed
us.
By the time we realised what was happening and tried to react, it was
too late.
They jumped into a waiting get-away vehicle and sped off
Show Picture Slide 66I was shocked!
I could not believe what I had just witnessed.
I thought to myself…holy cow!
How can someone do such a thing in broad day light?
Show Picture Slide 66
But the answer was simple…
They were able to get away with it because the coats were displayed right
next to the entrance.
It was a £900 coat.
Show Picture Slide 66Store design
In one of the stores, Marks & Spencer shared the toilet facilities with
Sainsbury supermarket.
What shoplifters did was steal from Marks & Spencer, headed towards the
toilet pass through Sainsbury and escaped.
Show Picture Slide 66And they did the same with Sainsbury.
They will steal from Sainsbury, pass through Marks & Spencer and escape.
If we noticed and stopped them, they will claim they were going to the toilet.
Technically they were right, so we could not arrest them.
Show Picture Slide 66
Once in a while, we got lucky… the really dumb ones will steal from us,
them while escaping through Sainsbury decide to steal from there
too in the process get caught.
Show Picture Slide 66Policies
Another fascinating experience I had with Mark & Spencer was, Sunday
trading hours in the UK starts at 11:00.
But they use to open the store between 10 and 10:30 to allow
customers to browse.
Show Picture Slide 66That on its own was not a problem.
But where the problem was, we security personnel started at 11:00.
I hope you are beginning to see the picture.
From 10:30 to 11:00 the shoplifters had a field day.
Show Picture Slide 66When we came on the floor at 11:00,
we will noticed people going out of the store with trolley full of cloth and there
was nothing we could do about it.
The checkout opens at 11:00, at exact 11:00 we will notice people going out
with trolleys.
Show Picture Slide 66Even the fastest cashier from China
would not have been able to scan that fast.
Then there were many occasions when I was the only security personnel in a massive store with multiple exists.
Show Picture Slide 66There where many occasions when I was the only security personnel on
duty in a massive store with multiple exits.
Someone in the head office in their infinite wisdom felt it was cheaper to have a single security personnel in a
massive store with multiple entrances.
Show Picture Slide 66So why did I tell you this story?
At the start of this section, I said shoplifting is a crime of opportunity,
when you remove the opportunity, you remove the possibility.
The story I told you is loaded with opportunity for shoplifting.
Show Picture Slide 66In the first part of the story, the couple
were able to easily remove the coat from the shop because it was
displayed close to the entrance.
Here it was the case of using the wrong visual merchandising display
strategy
Show Picture Slide 66The second part of the story that has
to do with the toilets indicates the wrong store design.
And the third part about the Sunday opening hours has to do with the wrong policies and procedures.
Show Picture Slide 66In most instances, shoplifting occur in
retail stores because of:
Bad store design
Faulty visual merchandising display
The wrong policies and procedures
Show Picture Slide 66The couple were able to take the coat because it was positioned right next to
the entrance.
It was the same in all of the stores I worked.
The visual merchandising display was not that good to put it mildly.
Show Picture Slide 66I mean to place a £900 coat at the entrance of a store in the middle of
nowhere is criminally stupid.
I remember lots of cases in which shoplifters will drive their vehicle close to the store dash grab as much stuff
as they can and rush into their getaway car.
Show Picture Slide 66In the story, I also mentioned the fact that the two retailers in one location
shared the same toilet facilities.
So shoplifters will steal from one, pretend to be going to the toilet, walk through the other one and escaped.
That was a problem of flaw store design.
Show Picture Slide 66Marks & Spencer and Sainsbury are two really big retailers that could afford to have individual
toilets, yet they choose to literally give away their merchandise by making the decision to share a
single toilet facility.
Show Picture Slide 66Then finally I spoke about the Sunday opening hours and the
shift rotation pattern.
How much were they paying us at the time, £8 an hour?
Show Picture Slide 66They would have paid just £4.00 to have us start at 10:30 when
they store was opened to customers to browse.
Yet someone in their infinite wisdom in the head office felt it was a smart idea to save £4.00 and risk thousands of pounds
worth of merchandise.
Show Picture Slide 66Then there were times when I was in the store on my own. Imagine
having a single security personnel who was not even uniformed in a
massive store with multiple exists.
This is the typical example of the wrong policies and procedures.
Show Picture Slide 66I told the store of Marks &
Spencer, however, I experienced similar scenarios when I worked
with Tesco and Brantano.
Show Picture Slide 73Now let’s briefly go through the departments and products that
are the most targeted in any retail store.
In many grocery stores, the most targeted departments are:
Show Picture Slide 73
DVDs, CDs and electronic devices are the products most targeted
products in department and superstores.
Show Picture Slide 81
Psychologists say that 90% of the things we do are habitual.
Starting with the time we get out of bed, the way we wash, dress or eat – these can be the same daily.
Show Picture Slide 81
Shoplifting peak at different times of the day, so it you know those times, you will have adequate
measures in place at those time to taut their activities.
Show Picture Slide 81Since shoplifting is a tax free
business and shoplifters are self employed they are in no hurry to
start work in the morning.
Their shift run from 12 noon to mid-night
Show Picture Slide 81Since like the rest of us, they need
to take break in between, their activities peak at different times
of the day.
Show Picture Slide 81Between 12 noon to 3pm shoplifting is up by 29%
3pm to 6 pm is when their activities peak to like 38%
6pm to 9pm their activities drop slightly to 26%
Show Picture Slide 81And from 9pm to mid-night they
activities drop even further to 9%
However, in 24 hours stores, supermarkets or superstores, they
are active between 3:00 and 6.00and because they know it is at those times that security is
lapse.
Show Picture Slide 81The weekend is also the time
shoplifting activities peak because those are the time when many
shopping centres are busy.
Show Picture Slide 91I will make this point before diving
into technology.
For technology to be effective, it must be implemented in
combination with the appropriate policies and procedures
Show Picture Slide 91The effective use of the best retail
technologies can increase a retailer’s profit by 9.7% within 90 days. The return on investment
(ROI) for any retail loss prevention technology can be easily calculated
and benefits demonstrated right down to the last cent.
Show Picture Slide 91When I say the word technology, many of you might be thinking of
sophisticated technologies.
Granted the more technological advanced your loss prevention
technology is, the better return on investment you will receive.
Show Picture Slide 91However, technology does not
necessarily have to be sophisticated.
Believe it or not, simple thing like security mirror is a very effective deterrent and can be effective in
catching shoplifters.
Show Picture Slide 91All you need to do is to ensure you have the right mirror and they are
located in the right spots.
Of course the next technology from the mirror is CCTV.
These days CCTV has become very affordable and more sophisticated.
Show Picture Slide 91Simply having CCTV is your store is a deterrent to many armature and
would be shoplifters.
Like the security mirror CCTV is only effective if it is well positioned.
From CCTV, you could step up a notch to EAS electronic tags.
Show Picture Slide 91The tags are also becoming more
sophisticated and reasonably priced.
As I said previously, the technology on its own is not going to reduce
shoplifting in your store.
It is the policies attached to the technology that will make them
effective.
Show Picture Slide 108So what have we learnt so far, we
have learnt that shoplifting is a crime of opportunity, when you
remove the opportunity, you remove the possibilities.
What are those opportunities?
Show Picture Slide 108The opportunities are:
• Bad store design
• Flaw visual merchandising display
• The wrong policies and procedures
Show Picture Slide 108Step one
Acknowledge the magnitude of the problem….call a spade a spade. If shoplifting is a serious problem for you, acknowledge the seriousness of the problem and the impact on
your organisation
Show Picture Slide 108Step two
Identify the source of your shoplifting problem.
It is your store design
Visual merchandising display strategy
Or the wrong policies and procedures
Show Picture Slide 108Step three
Put in place corrective measures to solve the problem:
What are those measures: first and foremost is trained employee employees trained in shoplifting prevention are more
effective than any other measure implemented.
Show Picture Slide 108trained employees are more effective than even security
officers which is the centre of most retailers shoplifting
prevention strategy.
Show Picture Slide 108In fact security officers are the least effective measure yet it is
the least popular amongst retailers.
Show Picture Slide 108Develop the right policies and procedures and ensure those
policies and procedures are well implanted in your organisation
Show Picture Slide 108Get your loss prevention
department involved in the early stage of your store design.
Shop fitters are just builder.
Show Picture Slide 108They do not know anything about
security.
To leave the security of your store in their hands is taunting the
gods.
Show Picture Slide 108When your store design blueprint
is being created, you need to ensure your loss prevention
department is involved in the process.
Show Picture Slide 108If you do not have a loss
prevention department, you might want to hire the service of a
security consultant to look over your design.
Show Picture Slide 108You also need loss prevention
input in your merchandise display planning.
I know for many retailers, the idea of consulting loss prevention when
creating visual display might appear like an affront.
Show Picture Slide 108I hope I have been able to
convince you with the story I told about the need for loss prevention
involvement in the process.
Show Picture Slide 108Visual merchandiser are creative
people.
The idea of security will never cross their minds, all they will be focused on is creating the most
attractive display.
Show Picture Slide 133Pitch
I have tried to keep my presentation as concise as
possible.
This is not because I do not want to provide you with additional
information, I simple like to respect your time.
Show Picture Slide 133Pitch
However, there is a lot to cover when it comes to shoplifting
prevention that cannot be covered in a single day training talk less of
a webinar.
Show Picture Slide 133Pitch
But I am sure all of you here are having issues with shoplifting or
you will not be on this call.
So I will like to reward your willingness to take action
Show Picture Slide 133Pitch
I have created a home study course called shoplifting loss
prevention
This home study course contains the latest cutting edge retail loss
prevention strategies.
Show Picture Slide 133Pitch
You will learn how to reduce your shrinkage by at least 84% in order
to increase your profit margin
Show Picture Slide 133Pitch
It covers:
Shoplifting prevention
Employee theft prevention
Employee error prevention
Show Picture Slide 133Pitch
It covers:
How to prevent receiving theft and fraud
And how to prevent both perishable and non-perishable
shrinkage
Show Picture Slide 133Pitch
It is divided into six modules:
Module one covers: how to create a culture of loss prevention
Module two: How to prevent employee theft
Show Picture Slide 133Pitch
Module three focus on preventing employee error
Module four walk you through preventing receiving fraud and
theft
Show Picture Slide 133Pitch
Module five is perishable and non-perishable shrinkage prevention and module address shoplifting
prevention
Show Picture Slide 133Pitch
This is the only retail loss prevention training program that highlights the role of store design
and merchandising display in retail shrinkage
Show Picture Slide 133Pitch
It’s shows you how to design your retail store and display your
products to prevent shrinkage whether it’s preventing
shoplifting, employee theft or receiving shrinkage
Show Picture Slide 133Pitch
As you will see, the retail price for the home study course is £667
($1026)
But as I said I respect your time. So as my token of appreciation for
taking the time to attend this webinar today….
Show Picture Slide 133Pitch
I am going to give you a webinar price of only £127 ($197) for both
the physical product and the electronic copy
You can get the electronic copy on its own for £67 or $107
Show Picture Slide 133Offer
Shoplifting loss Prevention Home study
PRICE £667 ($1026)
Launch Price £127 ($197)
Show Picture Slide 133Most retail training programs charge
hundreds of pounds to teach you theories that have no practical application in the
real world of retailing.
Show Picture Slide 133Worse of all many retail training programs are taught by either professors who have never
once in their lives stood behind a store counter or people who themselves failed at
retailing.
How can someone who failed at something show you how to succeed in it?
Show Picture Slide 133This is not because they are bad trainers
who want to deceive you…
it is simply because they do not know the fundamentals of reducing retail shrinkage.
Show Picture Slide 133This is the first time in retailing history that a retail training is constructed to
show the link between shrinkage, store design, visual merchandising display and
loss prevention.
If you were to hire loss prevention consultants to give you the information you will be getting from the shoplifting loss prevention home study, it will cost
you thousands
Show Picture Slide 133
But don’t worry, you are not going to be paying thousand for the shoplifting loss prevention home study course…
you are not even going to be paying five or even a thousand pounds.
Show Picture Slide 133
As a special offer to you for attending this webinar, you can own it today for
only £97 or $147 for both the electronic and the physical copy
Show Picture Slide 133
The course contain 3 DVD, 3 audio CD or MP3 and a workbook.
You can own the electronic copy on its own right this very moment for only
£47 or $72
Show Picture Slide 133Compare this investment to:
£10, 528 for Open University retail training
£2000 for four days Oxford University retail management training
Show Picture Slide 133
And an average of £600 for various retail trainings with not a single one as in-depth as the how
to increase retails sales home study course
Click on the link and take advantage of this limited offer
now
Show Picture Slide 137
I am going to give you an unnecessary guarantee which I know you will not
need since I am confident of the enormous value you will derive from
the course.
Show Picture Slide 137If for any reason in the first twelve months
of purchase you feel you have not gain valuable information that result in
increased sales and profit for your store
just request a refund and we will process your refund no question asked.
Show Picture Slide 137Let me repeat my guarantee to you again
You have full twelve months to decide…
any time within the first twelve months of purchase you can request a refund.
Show Picture Slide 141
If that’s not enough for getting you to buy today, I also want to
give you my book entitled how to make profit in retail for free.
In the book you will learn:
Show Picture Slide 141
Store design blueprint: How to design a beautiful but profitable
store
Visual merchandise display: how to create an attractive visual
merchandise display
Show Picture Slide 144You will also get a 45 minute free
Skype consultation with me personally not any of my staff.
During the consultation your will be free to ask me any question relating to
your store.
Show Picture Slide 144
This offer is only valid till our series of webinars are over.
So take advantage of it now because when the webinar is over,
it will return to the full price of £667 or $1026
Show Picture Slide 149
Re-cap offer
So here is what you are going to get today:
Our shoplifting loss prevention home study course
Show Picture Slide 149
The home study course will show you how to:
•Reduce your shrinkage, reduce shoplifting and employee theft
Show Picture Slide 149
You can own it today both electronic and physical copies for a webinar
attendant discount of £127 or $197
Or you can own the electronic copy which you can have access to
immediately when you click the link now for only £67 0r $107
Show Picture Slide 149
The package contains three DVDs, three audio CDs and a workbook.
You will be entitled to the online version as well.
Show Picture Slide 154
When you order today I will give you my book entitled how to make profit in
retail for free.
In the book you will learn:
Store design blueprint: How to design a beautiful but profitable store
Show Picture Slide 154
Visual merchandise display: how to create an attractive visual
merchandise display
How to increase retail profit with effective loss prevention strategies
Show Picture Slide 154
you will also receive a 45 minutes free Skype consultation directly with me
not any of my staff.
Show Picture Slide 158If for any reason for the next twelve months you think you have not gain
valuable information that will help you increase your store sales and profit just
request a refund and we will process your refund no question asked.
Show Picture Slide 158Yes you heard me right..
You have full twelve months to decide.
If at any time within the first twelve months of purchase your cat jump out of
the window or your dog refused to eat and…
Show Picture Slide 158You decided to request refund because of
that, we will process your refund no question ask
Show Picture Slide 162
This offer is only valid till our webinar sequence of webinars are over. So take advantage of it now because when the webinars are over, that link will no longer be live. When you click on it, it will
take you to the full price
Show Picture Slide 162
So go ahead and own your home study course now by clicking on
the link below you can see in your box!
So you can start reducing your shrinkage and increasing your
profit margin
Show Picture Slide 162
Thanks for taking the time to listen to me, I hope to this webinar has been useful to you and I hope
to be of service to you in the future.
Just go ahead the own your copy of the shoplifting loss prevention
now