Shoplifting_Prevention_Note

Show Picture Slide 4
Eddie
Hello everyone, welcome to the
Business Education Centre

Eddie
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

• 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.

I 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.

So 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?

There 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

For 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.

The 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.

There 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

But 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?

Very 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…

With 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.

They 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.

So 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

I 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.

Store 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.

And 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.

Policies
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.

That 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.

When 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.

Even 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.

There 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.

So 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.

In 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

The 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.

In most instances, shoplifting occur in retail
stores because of:
Bad store design
Faulty visual merchandising display
The wrong policies and procedures

The 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.

I 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.

In 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.

Marks & 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.

Then 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?

They 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.

Then 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.

I told the store of Marks & Spencer,
however, I experienced similar
scenarios when I worked with Tesco
and Brantano.

What are shoplifting hotspots?

Now 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:

• 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.

Since 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

Since like the rest of us, they need to
take break in between, their activities
peak at different times of the day.

Between 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%

And 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.

The weekend is also the time
shoplifting activities peak because
those are the time when many
shopping centres are busy.

Make effective use of
technology

I 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

The 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.

When 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.

However, 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.

All 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.

Simply 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.

The 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.

So 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?

The opportunities are:
• Bad store design
• Flaw visual merchandising display
• The wrong policies and procedures

How Can You Reduce
Shoplifting

Step 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

Step two
Identify the source of your shoplifting
problem.
It is your store design
Visual merchandising display strategy
Or the wrong policies and procedures

Step 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.

trained employees are more effective
than even security officers which is the
centre of most retailers shoplifting
prevention strategy.

In fact security officers are the least
effective measure yet it is the least
popular amongst retailers.

Develop the right policies and
procedures and ensure those policies
and procedures are well implanted in
your organisation

Get your loss prevention department
involved in the early stage of your store
design.
Shop fitters are just builder.

They do not know anything about
security.
To leave the security of your store in
their hands is taunting the gods.

When your store design blueprint is
being created, you need to ensure your
loss prevention department is involved
in the process.

If you do not have a loss prevention
department, you might want to hire the
service of a security consultant to look
over your design.

You 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.

I hope I have been able to convince
you with the story I told about the need
for loss prevention involvement in the
process.

Visual 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.

Pitch
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.

Pitch
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.

Pitch
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

Pitch
I have created a home study course
called shoplifting loss prevention
This home study course contains the
latest cutting edge retail loss
prevention strategies.

Pitch
You will learn how to reduce your
shrinkage by at least 84% in order to
increase your profit margin

Pitch
It covers:
Shoplifting prevention
Employee theft prevention
Employee error prevention

Pitch
It covers:
How to prevent receiving theft and
fraud
And how to prevent both perishable
and non-perishable shrinkage

Pitch
It is divided into six modules:
Module one covers: how to create a
culture of loss prevention
Module two: How to prevent employee
theft

Pitch
Module three focus on preventing
employee error
Module four walk you through
preventing receiving fraud and theft

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

Pitch
This is the only retail loss prevention
training program that highlights the role
of store design and merchandising
display in retail shrinkage

Pitch
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

Pitch
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….

Show Picture Slide 133Pitch
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

Offer
Shoplifting loss Prevention Home study
PRICE £667 ($1026)
Launch Price £127 ($197)

Most retail training programs charge hundreds
of pounds to teach you theories that have no
practical application in the real world of retailing.

Worse 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?

This 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.

This 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

Compare 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.

If 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.

Let 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.

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

You 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

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.

If 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.

Yes 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…

You decided to request refund because of that,
we will process your refund no question ask

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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