Using innovative security to improve retail service

In a recent article, we discussed how the role of security guarding in the retail environment has evolved rapidly with recent technological developments. In this post we focus on versatility as an important contemporary security officer attribute.

The way customers interact with products and the way they want to experience shopping has changed. Gone are the days of a few security personnel out the front of the store checking your bags as you leave. Security is evolving and becoming less overt, while technology advances become a central consideration for businesses that wish to stay protected.

This shift has created a security scene that is now home to innovation rather than purely man power. The challenge within the security industry is to not only to alter the way retail shoppers view security but also how businesses interact and utilise their protective services.

A shifting perception

The retail scene has always needed to employ individuals to help protect against theft. With items being small enough to put in your pockets, security personnel were needed to help guard a business’s property.

This service from security was based on obvious physical deterrents which went directly against a positive customer experience. As companies have focused more on customer experience and interaction, security has had to change to be more sophisticated and targeted.

This shift has led to the innovation of concierge security, which aims to provide a more complete experience to a business. Highly trained and mobile, they can help a business by being on the move and visible. This also helps to create a shopping experience where customers feel safer as security is present should they feel threatened or unsafe.

A more versatile role

The role of security as merely a means of checking customers as they leave the store is outdated. Modern security and loss prevention officers should know about the businesses they are protecting. This is not just so they can better protect where they work but also to help aid customers.

Adopting more of a hybrid role, security personnel may also act as a greeter or point of contact for customers looking for information. These responsibilities and interactions with the public can help to create a relationship between customer and business as well as an added level or personality that can help grow a brand’s reputation.

The increased use of technology

There are obvious benefits of the ability of a physical security guarding presence to protect products and customers, and technology-based solutions can complement this. CCTV analytics can assist retail and security staff to identify suspicious scenarios and to respond to incidents more quickly.

Body worn cameras are an increasingly used technology supporting the work of security and loss prevention officers. In situations in which security staff approach a person of interest, the wearing of a body cam can have the effect of curbing aggressive or violent reactions.

Technologies such as these allow security to operate more quickly and more seamlessly, and to avoid the more conflictual and confrontational scenarios associated with traditional loss prevention. The result – better shopper experiences.

Security of the future

No matter what security overlay is right for your business the use of technology and a more adaptable, personable security force can help to revolutionise your business. Whether you stock high end items or just need protection to help deter theft, security is changing to fit within your individual business’s needs.

Security is a requirement rather than option as time goes by, that’s why securing the right security company for your business is imperative to its continued protection.

For more information about how we can help with your retail security solution, contact us.