Shoplifting_Prevention_Note

Show Picture Slide 4

Eddie

Hello everyone, welcome to the

Business Education Centre

Show Picture Slide 4Eddie

Where we teach retailers how to increase their

sales

• Reduce their shrinkage

• And increase their profit margin


Eddie

In this webinar, Romeo is going to show you how to increase your profit margin through shrinkage

reduction.


Eddie

Romeo Richards is the author of 23 books including bestselling books:

How to increase retail sales

Store design blueprint


Eddie

Visual merchandise display

And how to increase profit in retail.

He is also the creator of eleven home study courses including:


Eddie

How to increase retail sales home study course

• Retail Store Design Blueprint home study course

• Visual merchandising display home study course


Eddie

How to influence shoppers buying behavior home study course

And Shoplifting Retail Loss Prevention home study course


Eddie

Romeo has been associated with the retail industry for a number of years

both as an employee and as a consultant and trainer


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


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


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.


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%.


So why do you need to reduce shoplifting from

your store?

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.


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.


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.


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.


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.


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.


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.


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.


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.

Why the need to stop shoplifting


Why Does Shoplifting Occur?


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?


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.


***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.


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.


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?


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.


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.

Why do shoplifting occur?


What are shoplifting hotspots?

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• Health & beauty

• Meat,

• Baby products,

• Cigarettes, beer, wine & spirit


Most Targeted Products


The most targeted products are:

• Razor blades

• Painkillers

• Batteries


DVDs, CDs and electronic devices are the products most targeted

products in department and superstores.

What are shoplifting hot spots?


What Are the Pick Times For Shoplifting


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.


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.


Make effective use of technology

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


How Can You Reduce Shoplifting

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.

Review

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.


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.


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


I have created a home study course called shoplifting loss

prevention

This home study course contains the latest cutting edge retail loss

prevention strategies.


You will learn how to reduce your shrinkage by at least 84% in order

to increase your profit margin


It covers:

Shoplifting prevention

Employee theft prevention

Employee error prevention


It covers:

How to prevent receiving theft and fraud

And how to prevent both perishable and non-perishable

shrinkage


It is divided into six modules:

Module one covers: how to create a culture of loss prevention

Module two: How to prevent employee theft


Module three focus on preventing employee error

Module four walk you through preventing receiving fraud and

theft


Module five is perishable and non-perishable shrinkage prevention and module address shoplifting

prevention


This is the only retail loss prevention training program that highlights the role of store design

and merchandising display in retail shrinkage


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


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….


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


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.


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


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


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


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.

Guarantee


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:


Store design blueprint: How to design a beautiful but profitable

store

Visual merchandise display: how to create an attractive visual

merchandise display


How to increase retail profit with effective loss prevention

strategies

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.


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

Get free Sky Consultation


Re-cap offer

So here is what you are going to get today:

Our shoplifting loss prevention home study course


The home study course will show you how to:

•Reduce your shrinkage, reduce shoplifting and employee theft


So you can reduce your shrinkage and increase your profit.


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


The package contains three DVDs, three audio CDs and a workbook.

You will be entitled to the online version as well.


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


Visual merchandise display: how to create an attractive visual

merchandise display

How to increase retail profit with effective loss prevention strategies


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

Guarantee


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


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


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

Shoplifting_Prevention_Note

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