By Ed Avis
Theft is profits down the drain. Thus, stopping thefts directly affects your bottom line. This list of tips to reduce theft in your costume shop skips some of the basics -- such as having a good surveillance system and training your staff well – because you already do those things. But you might not be familiar with these seven tips:
1. Maintain optimal staffing. Thieves love understaffed stores because stealing from them is so easy. “We ensure our shop is never understaffed, providing a heightened level of customer service and vigilance,” says Manuel Dreesmann, founder of Atelier Madre - Manuel Dreesmann, an independent atelier in Barcelona, Spain that makes leather bags and accessories. “This increased attention to each customer aids significantly in preventing theft.”
2. Improve customer service. This builds on tip #1. If you greet a potential shoplifter kindly and ask what they are looking for, they are much less likely to pull off the theft.
“Offering exceptional customer service can deter potential thieves,” says Jon Morgan, CEO of consulting firm Venture Smarter. “Greet customers as they enter the store, engage in conversations, and provide assistance when needed. Thieves are less likely to target a store where they feel they are being watched or where staff members are readily available to help.”
Dreesmann agrees with that piece of advice: “We've found that extending a warm welcome to each visitor and maintaining a helpful presence during their shopping experience does more than enhance sales; it also serves as a preventive measure against theft.”
3. Install an entrance alert. An audible alert when a customer comes through the door is an important signal to pay attention. “To keep our staff alert, we've installed a subtle gong system that sounds each time someone enters the store,” Dreesmann says. “This audible cue allows our staff to be promptly aware of each new customer, enhancing both service and security.”
Courtland Hickey, owner of Chicago Costume, takes this one step further: Unless the store is busy, he keeps his front door locked and buzzes in customers once he sees them. “This limits access for people who are not really there to shop,” he explains. “The simple process of not giving them immediate access helps deter them from coming in.”
4. Create a welcoming store layout. If you reduce the opportunities for thieves to stuff their pockets unobserved, you’ll reduce the temptation.
“Design your store layout to maximize visibility,” Morgan says. “Keep aisles and displays uncluttered to ensure clear lines of sight. Avoid blind spots where shoplifters can easily conceal their activities. Consider installing mirrors to eliminate hidden areas and make it easier for employees to monitor the store.”
5. Display high-risk items strategically. If you carry some small but expensive items in your store, such as quality magic tricks or compact make-up sets, don’t tempt shoplifters by putting these items in out-of-the-way places.
“Place high-value or frequently targeted items in well-lit, highly visible areas near checkout counters or within the line of sight of your staff,” Morgan suggests. “Utilize locked display cases or electronic article surveillance (EAS) systems for expensive items. This makes theft more challenging and raises the chances of detection.”
Hickey from Chicago Costume says that toy guns are frequently stolen from his store, so he now keeps those behind the counter. He suggests that a store put up a sign that says certain items are available by request only, and/or to stop carrying items that are routinely stolen.
6. Conduct regular inventory audits. This might seem like an odd way to reduce theft, but Morgan says that if you know what’s being taken, you have taken the first step to preventing it from being taken again.
“Regular inventory checks help identify discrepancies and potential theft patterns, enabling you to take appropriate action promptly,” he says.
7. Treat your employees well. Happy workers are more likely to be vigilant and less likely to participate in petty theft themselves, and vice versa. “Workers who are underpaid or mistreated will often be willing to turn a blind eye to shoplifting — or do a little of it themselves,” notes Ben Michael, an attorney with M & A Criminal Defense Attorneys.
These seven tips will not stop all theft in your store, but they should reduce it. Dreesmann says his store suffered a lot of theft in its first year, but following these tips dramatically changed the situation.
“We are proud to report that over the past year, our concerted anti-theft efforts have led to a remarkable turnaround — not a single theft incident was reported,” he says.