Raising Crime Awareness through ‘Design Thinking’ within a High Street Retailer in the United Kingdom

Hands, David; Parivar, Meg

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Date Uploaded: 11/28/2017
Date Modified: 01/11/2018

Since the 1800’s, England became an industrialised country and experienced extensive urban growth, so sales associates chose this location to establish large stores. Towards the end of the nineteenth century, the aim was to create the stores to entice customers through space, impressive architecture, interior design and the elegant display of merchandise. At the same time, the display techniques were growing to promote sales. Therefore, more retail equipment manufactured and supplied for displaying products in the stores. This significant variation led the retail industry as that goods could be touched by the customers and they were not accessible only through retail assistant anymore (Whitaker, 2011). Since then due to this new differentiation, retailers have been experiencing a significant change in their customer’s behaviour. Now the retailers are trying to give a brilliant shopping experience to their customers with more reason to increase the sale (Ebster, Garaus 2011). However, there are some restrictions to this strategy that afford excellent opportunities for shoplifters and opportunist criminals. Store design can be a fantastic and efficient tool to increase sales. Also, it could significantly increase the chance of retail crime. This paper examines how to minimise criminal activity in retail environments to reduce loss prevention and retail shrinkage by raising awareness through design thinking. Therefore, interviews, observation and exploration were done based on the experience of employees and customers in ‘The High Street Retailer’. The research project outcome included as over, a creative retail crime learning package and a digital platform to raise awareness and improve communication.

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