Safety and security of consumers at retail stores in the Gauteng province : an assesment of security measures

Abstract

Retail stores rely on consumers to maintain their businesses and growth. Much of their success depends on the safety and security of consumers. The more people come and buy the products, the more profitable the stores become. If the safety and security of consumers (or their perceptions thereof) at a shopping centre where a retail store is sited is in question, consumers may well stop frequenting such centres and do their shopping at other retail centres at which they perceive to be more safe and secure to do their shopping. Consumers’ ‘peace-of-mind’ plays a vital role in their selection of which retail store(s) to frequent and will often determine whether a repeat visit will occur. The extent of incidents of crime of whatever nature at a particular shopping centre will also impact negatively on shoppers’ perceptions of ‘how safe it is to shop’ at particular centres. Security measures differ from one retail store to another and also between the size and layout, as well as the location of the retail store. The rate at which criminal offences take place at retail stores is currently vague or unknown. Therefore, it is vital that specific risks confronting these retail stores should be identified and analysed with the intention of recommending specific security measures. Business crime and violence present significant threats to consumers’ safety and security in South Africa. High levels of business associated crimes have compelled communities and business bodies such as retail stores to provide their own security for the protection of their assets, as well as consumers. Effective security measures are a prerequisite at retail stores to ensure the safety and security of consumers whilst visiting retail stores. Precaution ought to be taken when dealing with any crime problem that affects consumers at any business environment, in this study more precisely: retail stores. The study explored the existing security measures at retail stores for the protection of consumers. The researcher employed qualitative methods: one-on-one interviews with participants and site observations at selected retail stores. There were 30 participants (20 consumers and 10 security officers). The study found the following:  Retail stores were exposed to security risks such as theft; shoplifting; common robbery; armed robbery; fraud; arson and assaults (grievous bodily harm) and burglary.  The security measures that are currently in place are not adequate to protect retail stores. These security measures differ from one retail store to the next.  In order to improve safety and security at retail stores there should be a security standard that is applicable to the retail stores. Based on the findings, some of the recommendations were as follows:  Retail stores should be protected in line with the level of risk of the area where the retail store is situated: low risk; medium risk; and high risk.  Security managers should conduct security awareness regularly.  Threat assessments should be conducted regularly as well.  Consumers are encouraged to report to the Security manager at the retail store any suspicious actions; persons; objects; and vehicles.