Combat shoplifting by engaging student customers
Shoplifting has become a growing concern in Canada, with reports of increased theft dominating discussions in the retail sector. While large grocery chains have implemented measures such as entry turnstiles to deter theft, convenience store operators face unique challenges in combating shoplifting without discouraging legitimate customers. One particularly pressing issue is how to manage school-aged customers effectively while maintaining a welcoming shopping environment.
Convenience stores located near schools enjoy the benefit of consistent foot traffic, but they also face the challenge of managing large groups of students, particularly during lunch breaks and after school. While some store owners resort to restricting entry, allowing only a few students in at a time, this approach can alienate young customers and create a negative shopping experience. Instead, with proper management, school-aged customers can become loyal patrons who contribute significantly to store revenue.
Strategies for managing student customers
Rather than limiting student access, convenience store operators should focus on proactive management strategies to create a controlled yet welcoming environment. Here are some key approaches:
- Adequate staffing: Ensure that enough staff members are on duty during peak student hours, particularly at lunchtime, to monitor customer behaviour and assist with purchases.
- Active presence: Store owners and employees should be visible on the floor to engage with students and address any issues immediately. Being present helps set the tone for acceptable behavior.
- Clear expectations: Communicate store rules effectively by treating the space like a "home." Encourage students to respect the store as they would in their own home, emphasizing no rough housing, inappropriate language, or theft.
- Positive reinforcement: Build relationships with students by learning their names and acknowledging good behaviour. When students feel known and respected, they are less likely to engage in dishonest activities.
- Educational engagement: Consider inviting primary school classes to the store for a visit to teach them about retail operations. Such initiatives instill a sense of responsibility and familiarity with store expectations from an early age.
- Knapsack concerns: While backpacks can be a potential issue for theft, a strong staff presence and personal interactions can mitigate this risk. When students know they are recognized and valued, they are less likely to steal.
A case in point
A simple, effective example of managing student behavior involves addressing safety concerns in a relatable way. By way of example: one day, a young boy rollerbladed into the store at full speed. Instead of reprimanding him harshly, I asked, "Do you rollerblade inside your house?" When he responded with a "No," I explained that the store should be treated the same way. From that day forward, he always removed his rollerblades before entering. This approach not only enforced the rules but also built a respectful relationship between the store and its young customers. What could have been a harsh interaction with this young customer turned into making him a loyal and respectful patron.
The long-term benefits
By setting clear expectations and fostering positive relationships, convenience store operators can turn school-aged customers into loyal shoppers. As these students mature, their continued patronage can boost sales and create a strong community connection. Rather than viewing student customers as a nuisance, retailers should recognize the opportunity they present and manage them with respect, engagement, and strategic oversight.
With effective in-store management, young customers can be trained to behave well, ensuring a pleasant shopping experience for all while maximizing store profitability. The key to success lies in welcoming, educating, and accommodating student shoppers—because today's young customers are tomorrow's lifelong patrons.