3 Customer-Centric Approaches to Enhance Retail Security
retailciooutlook

3 Customer-Centric Approaches to Enhance Retail Security

By Retail CIO Outlook | Friday, September 13, 2019

Retail Security is important, but security established enhancing customer happiness is of paramount importance.

FREMONT, CA: Consumers are fond of new products, and they always want to buy something new and good. It is clear that the retail industry is transcending and will not find a hurdle in its path anytime soon. However, it is not just the price and convenience that draws the attention of buyers, but the consumer experience provided by retailers. As online retail gains more popularity among the buyers, customers have not been visiting retail stores to make a purchase. The online purchase makes shopping more accessible and convenient, inducing the retailers to rebuild their business model to thrive in this internet-driven market. Although remodeling is of paramount importance, to establish an optimal experience for the customers, these retailers should emphasize accessibility and security in their stores.

Customer experience includes the entire in-store facilities such as store lighting, peaceful shopping experience, aroma, and color of the décor. To keep the customers happy and to build their loyalty, the business must engage in positive interaction with them, and at the same time, ensure security. The retail CIOs ought to maintain a balance between security tools, merchandising, and proper staff training while ensuring their protection. In spite of being product or service-centered, retail CIOs should be customer-focused to flourish in an ever-evolving retail space.

Here are some crucial ways to enhance customer experience by focusing on security.

Provide a flawless customer experience

Retailers must ensure a friendly environment for the buyers as they are easily offended by the attempts of their employees to keep the store safe. Store employees should realize that security can be invasive as in security guards wandering all around, large video cameras monitoring every corner of the store and lockers displaying “Do not touch.” All these measures can harm the shoppers while shrinking their time spent in the store.

With the advent of new technological innovations, security can be established without interfering into customer privacy and detracting the overall consumer experience. Hidden security systems such as burglar alarms, motion sensors, intrusion detection, and glass break detection can be employed. Fixing cameras with a wide-angle lens, motion-activated recording, and infrared capability for night surveillance provides enhanced security. By using modern technologies, safety can be improved by maintaining the aesthetic outlook of the store.

Protecting assets without affecting the customers

Employee theft is one of the major reasons for losses in the retail space accounting for 24.5% of losses. Reducing these numbers will help boost profitability at a time when retailers struggle to attract and retain customers. When security is concerned, retail CIOs can prefer RFID or other security tag systems which is more cost-effective than other methods.

Audit control features enable tracking employee movement through digital door key cards, employee tag, or fob. By monitoring an employee by “seeing” when he arrives at work using an electronic access control system integrated with time and attendance, enters a secure area, or accesses secure merchandise, retailers can identify and reduce, thereby prosecuting theft.

Integrating systems to achieve superior customer experience

Keeping customers in mind, security systems should be put in place such that there is no vent between the departments. As security does not exist in isolation, a fully integrated system is favored. In a scenario, where different departments of a retail store are in silos, it creates vulnerabilities that can produce a cumbersome customer experience and increase the risk of loss leaving the retailers puzzled in an attempt to retain customers. A perfect example would be if merchandise or cash registers are secured with a lock, which requires specific keys to gain access, a customer has to wait for a manager or a security guard to arrive with the correct key.

Modern access control systems can approve and update employee credentials within seconds from anywhere within the store to improve security, lower customer wait times, and reduce system vulnerabilities.

Utilizing emerging innovations in the retail environment can strengthen security while achieving a superior customer experience. Because customer behavior and expectations are evolving rapidly, it is essential for retail CIOs to stay connected with the new technologies.

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