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c h a n g i n g r o o m s , c h a n g i n g b e h a v i o u r
R S A //
‘ D e s i g n o u t S h o p l i f t i n g ’
Research & Design Process
F r a s e r G i b b
What types of people shopl i f t?Why do/did you shopl i f t?
People
How do/did you perceive secur i ty? (guards, cameras, tags. . . )
Security
What do/did you commonly steal?Why?
Stealing
Offenders Before During After
I used Gumtree to find current shoplifters to gain insights to their behaviours, allowing participants to remain annonymous.
I also visited an initiative who deal with prison leavers, rehabilitating them back into society, many of whom were jailed for mutiple shoplifting offensives.
I presented the offenders and ex-offenders with a before-dur ing-after scener io asking how they feel / fe l t when shopl i f t ing, and how they do/d id i t .
Clothing, with a stat ist ical ly high rate
of cr ime alongside cosmetics, appears to be vunerable to
theft and al lowed my project to develop a
focus.
Stakeholders - who is involved in the shoplifting world?
Ex -Offenders
I spoke to staff in both ‘stack ‘em high’ large stock stores and more h igh-end stores to contrast the d i f fer ing exp er iences in re lat ion to thef t .
S ecur ity is managed di f f erent ly depending on the typ e of store, so I approached two very d i f ferent secur i ty teams.
“Changing rooms are the easy way to do i t”
Stu art , secur i ty guard“Without g iv ing away trade secrets as I ca l l them, i t ’s hard to expla in, i ts l ike doing something out of s ight, i ts eas ier when you know noone can see you.”
Kevi n, s ecur i ty g uar d
“ I t ’s impossible to keep track of what ’s going in and out, especia l ly at weekends”
emplo y ee at TKMaxx
Stakeholders - who is involved in the shoplifting world?
Staff
Security
moralsreputation
law
can’t see c lose detai l when your back is turned to the mirror
What stops someone from steal ing? I ident i f ied 3 key values that may play on the min d of a shopl i f ter.
numbered tagging - re l ies heavi ly on ass i tant ’s memory
cctv - “ I don’t know i f someone is watching me or not”
every i tem t ied down, and only one of each on d isplay
punishment
Existing Prevention Methods
Prevention Values
Professionals
middle-class
junkies-in-need-of-quick-fix/desperate
as an ‘occupation’
moralslaw reputation
steal-to-order
fuel a d r ug hab i thom el es s
group organisat ion
moralslaw reputation
Opportunists
moralslaw reputation
s p ur-of-the m om ent
s k i nt , want to s us tai n a l i festy le
m ake own m or al jus t i f i cat io nprogress ively become.. .
employees
moralslaw reputation
I considered why each ‘ type’ steal and what might be key to changing such behaviour. P laying on the employee and middle c lass conscious i s centra l to a lot of prevent ion, but thevies have to feel they are being watched and run a severe r isk of gett ing caught, to stop them even try ing.
Types of Shoplifters
1: ra i ls upon ra i ls 2: shelv ing 5: cash desk3: hangers 6: ex it
7 : eas system
4: changing rooms
The most obvious p lace to h ide - a pr ivate area within a seperate, h idden space of a store, inv is ib le to cctv and other shoppers.
In large stores th is i s current ly an easy environment to steal , compared to the shop f loor which is fu l l of people and survei l lance.
Clothes Shopping Touchpoints
queues are common - they a l low a shopl i f ter to jud g e how b us y the ar ea i s
pr imark - changing ro o ms give no indicat io n o f wh o is aro und
al l sa ints - tucked away but st i l l part o f sh o p f lo o r
G-star - changing rooms open o nto sh o pf lo o r
G-star - t iny mirror in ch anging to o m to fo rce customers to come out and v iew th emselves o n th e sh o pf lo o r
tag system in new look. very hard for ass istant to keep tr ack es p eci a l l y on b us y d ays
changing rooms a l low t ime to tamper with large tags unnot iced.
r iver i s land - have a wait ing area and ass istants constant ly present up and down the cubicals
puma - have s ty l i s h ( thoug h otherwise point less) instore screens f i lmi ng your feet
secur ity of the chang i ng ar ea r e l ys heavi l y on the v i g i l ance of the ass istants , who m or e often than not g et ver y b or ed and r es t l es s
Quiks i lver - mirrors o n o u ts ide o f ch anging ro o m do o rs
Observations
changing room
What Makes Changings Rooms ‘the easy way to do it’?
A shopl i f ter has a l l the t ime in the wor ld to mess with the tags, replace an o ld shirt with a new one, swap i tems and walk out -“ i t ’s a l l about b laggin ’ i t”
Why do changing rooms have to be at the back of a store? Aren’t they pr ivate enough?
Concepts
A centra l changing area that is out in the open , nowhere to h ide, pay stat ion at changing area. . .
Changing ‘pods’ that are only in use when need. . . on shop f loor-reduces pr ivacy aspect. . . semi-opaque mater ia l -reveal the shadows of a th ieve at work - ‘ is someone watching me?’
visibi l ity strong customer experience
Concepts
Focus on a strong customer exper ience by being able to pay in changing room.. .
Make the items themselves more vis ible , not necessary the person. . . what ro le can other customers play in the deterrent of shopl i f ters?. . . what goes in must come out. . .
clothes scanned on entry
items v isual ised on screen
items displayed outs ide each cubical
touchscreen ‘wardrobe’
Make items more vis ible . . . p lay on pass ive customer pol ic ing. . . develop a sense of
“who’s watching my i tems. .?”
Key Concept
Shoplifter’s Journey
Enter changing room area
Items scanned v ia RFID and displayed on screen for the benef it of shop ass istant and acts as a v isual deterrent
Shopper a l located a changing room. Others can see what other shoppers are t ry ing on
Arr ives at a l located room
Greeted by a personal ‘wardrobe’ in cubic le. This acts as a further deterrent, indicat ing that ‘ the system’ knows what you have a lso.
Shopper can browse ‘wardrobe’ for other i tems and access further features (see next page)
Shopl i f ter attempts to leave but the large v isual screen highl ights there is an i tem miss ing
A personal ised wardrobe d isplays c lothing s izes, colours, a l ternat ives (1) , a stock checker and locator (2) . . . i .e saves a customer f rom hunt ing for a hoodie when i t could just be in the changing room area i tse l f. Opt ion to send i tem your emai l to ‘ th ink about i t later ’ (3) . . . subt le ‘ t imer ’ (4) control led by the changing room ass istant to b e used on busy per iod s to control potent ia l queues - d isplayed on customer screen.
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Touchscreen Interactions
21
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Maxime Fraser: Retails Against Crime (RAC)
Feedbackretailers against crime & the cardinal group
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.
Danielle Page: The Cardinal Grpup