RiskUKOctober2017

A Touch of Retail Security Therapy
As part of an ongoing
commitment aimed at
redefining the role of
the retail security
operative, Cardinal
Security and
Amberstone (part of
The Cardinal Group)
are working in
partnership with
Dixons Carphone on a
strategy that
combines skilled
personnel with
electronic surveillance
and reporting
systems. Risk UK
examines the
outcomes already
achieved to date
42
www.risk-uk.com
When Dixons and Carphone Warehouse
completed a £3.9 billion merger back in
2014, the deal integrated two wellknown
High Street names to create what is now
one of Europe’s largest electrical and
telecommunications retailers. Renamed Dixons
Carphone, the company has interests across
the continent and is one of the UK’s last
remaining large-scale businesses of its kind
with a bricks and mortar presence.
Online shopping, home delivery and ‘Click
and Collect’ have now become commonplace.
According to the Office for National Statistics,
the value of online sales increased by 8.9% in
March 2016 compared with March 2015. The
‘omnichannel’ is now firmly established and
means that traditional High Street stores need
to adapt their approach to attract customers.
Dixons Carphone is at the forefront of this
process and, early on this year, the company’s
CEO Seb James announced his aspiration to
“reinvent retail as we know it”. In order to
revolutionise the shopping experience, Dixons
Carphone has now brought its Currys, PC World
and Carphone Warehouse brands together
under one roof at its 3-in-1 stores.
The company’s 3-in-1 megastore at Hedge
End in Southampton, which opened in
September 2015, is truly the shape of things to
come. It boasts a number of innovative
features, with smaller, interactive exhibits that
are designed to draw people in. For example,
the vacuum cleaner section has three types of
flooring such that customers can try out which
device would work best for their home. In the
audio section, shoppers can switch the music
between different speakers, while headphones
are displayed in such a way that allows
consumers to be hands-on and compare and
contrast what’s on offer.
Every element of the store’s design and
layout has been analysed, scrutinised and
reconfigured to offer customers the best
possible experience and increase sales.
A key part of this new retail process is the
way in which security and loss prevention are
being approached. In point of fact, it’s
something that has proven to be just as radical
as the store concept itself.
Moving the mindset
Cardinal Security had worked closely with
Carphone Warehouse for a number of years and
now operates with Dixons Carphone across all
of its outlets. For Simon Chapman, Cardinal
Security’s CEO, the Hedge End store is an
exemplar of how retail security needs to be
approached in the modern age.
“There has been a distinct reluctance, or an
inability, to move on from the ‘cops and
robbers’ mindset that has prevailed for
decades,” stated Chapman. “However, we’re
now beginning to witness a massive change in
the way that retailers operate. We’ve worked
closely with Dixons Carphone’s loss prevention
team in order to introduce a new intelligent
guarding model that does away with the
customer denial approach and, instead, actively
integrates the duties of a security officer with
technology, electronic systems and the allimportant
data they produce.”
The store employs a covert security specialist
in the form of Dan McKee (pictured, left). Asked
to explain how his role differs from that of a
typical security officer, McKee responded: “I
adopt a customer service-based method to
deter theft. For example, I’ll approach store
visitors and ask them whether they need any
help in a polite and friendly manner. Genuine
customers love this approach but, for obvious
reasons, potential thieves hate it. Furthermore,
the store encourages a culture whereby all staff
are part of the security and loss prevention
team. I work closely with all staff members and
offer specific guidance in this area.”
CCTV in the retail space
CCTV has been used in retail outlets for
decades, of course. However, far from being
considered a proactive tool, it has been used
retrospectively, often when it’s too late and