'Design Out Shoplifting' - changing rooms, changing behaviours
Research & Design ProcessR S A //‘Design out Shoplifting’ changing rooms, changing behaviour Fraser Gibb
Stakeholders - who is involved in the shoplifting world?Offenders Before During After I used Gumtree to find current shoplifters to gain insights to their behaviours, allowing participants to remain annonymous. I presented the offenders People Clothing, with aEx -Offenders and ex-offenders with a What types of people shoplift? statistically high rate before-during-after scenerio of crime alongside Why do/did you shoplift? cosmetics, appears asking how they feel/felt I also visited an when shoplifting, and how to be vunerable to they do/did it. Stealing theft and allowed my initiative who deal What do/did you commonly steal? project to develop a with prison leavers, Why? focus. rehabilitating them back into society, many Security of whom were jailed How do/did you perceive security? for mutiple shoplifting (guards, cameras, tags...) offensives.
Stakeholders - who is involved in the shoplifting world?Staff “It’s impossible to keep track of I spoke to staff in both what’s going in and out, especially at ‘stack ‘em high’ large weekends” stock stores and more high-end stores to em ployee a t TKMa x x contrast the differing experi ences i n relation t o t heft . “Changing rooms are the easy way to do it”Security “Without giving St ua r t , s ecur it y gua r d away trade secrets S ecuri ty is as I call them, it’s hard to explain, managed its like doing d i fferently something out of depending on the sight, its easier t y pe o f stor e, so when you know I approached two noone can see you.” very d i ff er ent Kevi n , se cur i t y g u a r d securi t y team s.
Existing Prevention MethodsPrevention Values cctv - “I don’t know if r e p u t ation someone is watching me or not” m o r als can’t see close detail when your numbered back is turned to tagging - the mirror relies heavily on assitant’s every item tied down, and memory law only one of each on display punishment What stops someone from stealing? I identified 3 key values that may play on the mind of a shoplifter.
Types of Shoplifters Opportunists junkies-in-need-of-quick-fix/desperatePr o fessi onal s law mora ls r e p u t a t i on I considered why each f ue l a d r u g h a b i t ‘ type’ steal and what as an ‘occupation’ ho m e l e ss might be key t o c hanging such behaviour. Playing law mor als r eputation employees on t he employee and steal-to-order law mora ls r e p u t a t i on middle class conscious group organisation is c ent ral t o a lot of prevention, but thevies middle-class have to feel they are being watched and run law mora ls r e p u t a t i on a s ev ere ris k of get t ing sk i n t , wa n t t o sust a i n a l i f es t yle caught, to stop them even sp u r-o f-t he m o m en t t rying. p rog res s i v el y bec ome. . . m a ke o wn m o r a l j u st i f i ca t ion
Clothes Shopping Touchpoints1: rails upon rails 2: shelving 3: hangers 4: changing rooms 5: cash desk 6: exit The most obvious place to hide - a private area within a seperate, hidden space of a store, invisible to 7: eas system cctv and other shoppers . In large stores this is cu rrently an easy environment to steal, compared to the sh op floor which is full of people and surveillance.
Observations p uma - h a v e st y l i sh ( t ho u g h o t h e r w i s e p o i n t l es s ) i n s t o r e q u e u es a r e c o m m o n - t h ey a l l o w a shoplifter to s c reens fi l m i n g y o ur f e et j u d g e ho w b usy t h e a r e a i s Quiksilver - mirrors on out s ide of G-star - tiny mirror in ch a nging r oom door s ch a nging t oom t o f or ce customers to come out a nd view t h em s elves on t h e s h opf loor G-star - changing rooms open ont o s h opf loorchan gi n g rooms river island - have a tag system in new look.al l ow t i me t o w a i ti ng a rea a nd a s s i s ta n t s very hard for assistanttamper wi t h l a rg e c o n s t a n t l y p r es e n t u p a n d t o ke ep t r a ck e sp e ci a l l ytags un n oti ce d . dow n th e c ubi c a l s o n b usy d a y s s ec uri ty o f t h e cha n g i n g a r e a r el y s he a vi l y o n t he vi g i l a n ce o f t h e primark - changing a ll s a int s - t ucked a s s i s ta n t s, who m o r e o f t e n t h a n n o t g et ve r y b o r ed a n d r e st l e ss r oom s give no indica t ion a wa y but s t ill pa r t of wh o is a r ound of s h op f loor
What Makes Changings Rooms ‘the easy way to do it’? c hanging r oom Why do changing rooms have toA shoplifte r has all the time in the world to mess be at the back of a store? Aren’twith the ta gs, replace an old shirt with a new one, they private enough?swap items and walk out -“it’s all about blaggin’ it”
ConceptsA central changing area that is outin the open, nowhere to hide, paystation at changing area... Changing ‘pods’ that are only in use when need... on shop floor-reduces privacy aspect... semi-opaque material-reveal the shadows of a thieve at work - ‘is someone watching me?’
Concepts vis ibility s trong customer experienceFocus on a strong customer Make the items themselves more visible, not necessary theexperience by being able to person... what role can other customers play in the deterrent ofpay in changing room... shoplifters?... what goes in must come out...
Key Concept Make items more visible... play on passive customer policing... develop a sense of “who’s watching my items..?” items visualised onclothes screenscannedon entry touchscreen ‘wardrobe’ items displayed outside each cubical
Shoplifter’s Journey Greeted by a p ersonal ‘wardrobe’ in cubicle. This Shopper allocated acts as a further Shoplifter attempts a changing room. deterrent, to leave but the Others can see what indicating that ‘ the large visual screenEnter chan ging other shoppers are system’ knows what highlights there isroom area trying on you have also. an item missing Items scanned Arrives at Shopper via RFID and allocated room can browse displayed on ‘wardrobe’ for screen for the other items and benefit of shop access further assistant and features (see acts as a visual next page) deterrent
Touchscreen Interactions 1 2 > > > > > >> > > > > > 3 4 A personalised wardrobe displays clothing sizes, colours, alternatives (1), a stock checker and locator (2)... i.e saves a customer from hunting for a hoodie when it could just be in the changing room area itself. Option to send item your email to ‘ think about it later ’ (3)... subtle ‘ timer ’ (4) controlled by the changing room assistant to be used on busy periods to control potential queues - displayed on customer screen.
Feedback retailers against crime & the cardinal group Maxime Fraser: Retails Against Crime (RAC)Danielle Page: The Cardinal Grpup Having sent my design summary in PDF by email, I received positive feedback from both ‘Retails Against Crime’ - a Group that represents many major retailers with issues regarding shoplifting, and ‘Cardinal Group’ - a group who fit shop security systems across the country. They recognise the design’s strength in preventing changing room theft, though also note its marketing capabilities.