Use Shopper Psychology to Curb Shoplifting

Many techniques can be highly effective for minimizing shoplifting: Set up mirrors to increase visibility. Post signs sayings that you prosecute all shoplifting, and then do it. Keep high-value items in locked cabinets. Alternate the direction of hangers on clothing near doors. Have uniformed guards patrolling your aisles.
     You're not doing all that? No wonder! You'd irritate the devil out of your shoppers and irritate your shoppers out the door. And full-bore shoplifting prevention is expensive. Balance shoplifting reduction with providing a welcoming atmosphere. Balance the costs of shrinkage from shopper theft against the costs of shoplifting prevention. Keep in mind that, if you're like most retailers, few of your customers shoplift and a higher percentage of shrinkage is due to employee theft than to shopper theft.
     As you decide what measures to take, use shopper psychology.

• Some shoplift for the thrill. You'll take special caution in stores and areas that generate excitement because of loud rhythmic music, bright colors, fast movement. You'll recognize that merchandise classes associated with the forbidden are especially likely to be stolen: Tobacco products and underwear are among the most frequently shoplifted items.
• Some shoplift because affection and attention are missing in their lives. So feel sorry for them and let them steal all they want. No, that won't work. But there's evidence that when you treat all customers with respect, concern, and empathy, people prone to shoplifting are less likely to steal from you, even when the opportunity is there.
• Some shoplift to show off to friends. Doing it on a dare is most likely among teenagers, so without hassling the teens or prejudging, you'll want to be alert when a group of teenagers enter the store together. Being alert includes greeting them so they know you know they're there.