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day about awareness and about making retail directors
prevention. Everyone can and aware of the fraud pinch
should be making a points and their interaction as
difference.” part of a longer-term profit
Brian Lenehan, company protection strategy. According
security manager at Harvey to King, five key points have
Nichols, said: “I support any emerged as key to unlocking
initiative that will assist to problems of fraud within a
both increase awareness and retail business. These are:
reduce instances of retail 1. Your people… who is
fraud which unfortunately committing fraud - where
these days is all too and how is it happening?
common.” 2. Your stores… do you
His colleague Julie Phillpott, know which are your ‘hot’
senior business analyst for fraud stores and which are
retail, added: “I support ideas not?
and processes that will assist 3. Your processes…where
reductions of shrink and fraud are the weakest links
across our company, be it within your supply chain
through more visibility of for fraud?
actual issues, improving our 4. Your communication…
current procedures or the Laurence King how are you engaging and
introduction of new empowering staff to
technology.” said: “We found it a really sponsor of Retail Fraud report fraud?
Even those senior retailers useful pack of information Awareness Day. 5. Your technology…do
did not plan action on the day because it contains a lot of “At a time of economic they prevent or detect
sent personal messages of hints and tips about how to recession, retailers have it fraud across the entire
support. Justin King, the chief communicate effectively within their gift to reduce business?
executive of Sainsbury said: “I across to the entire business. their losses through tighter “We wanted retailers to think
wish every success to your We are always looking for control of their people, about all of these areas and
campaign and I send you my ways of getting the message premises and processes, all of their interaction, as well as
best wishes for the future.” on shrink and loss out there. which are costing them a vast how they are communicating
Retail Fraud Awareness Day “Our teams used the amount of money,” says King. fraud and shrink
was also being observed Crunchie Bars in a very “Detailed examination of measurement and
outside of the UK. Lifestyle creative way. They hid them the retail shrinkage figures management to the business.
Sports Ltd which has 70 stores in ‘hot spots’ around the store reveals that the percentage Letting people know that
in Ireland and 23 in the Czech so that by finding them they that is fraud-related is profit protection is a key
Republic, used the RFAD store were driving home the significantly up, in some cases performance indicator sends a
briefing packs to message of which areas to be by up to 50%,” he adds. very powerful message of
communicate the shrink aware of for suspicious “It is about culture and prevention and
message to shop floor staff. activity.” behaviour change, training empowerment for those staff
John Murphy, head of The call to action was and transparency – these are who are contributing to
security for Lifestyle Sports, launched by Laurence King, the drivers that will make shrink reduction directly or
who led the briefings of Chairman of The ORIS Group shrink a zero-tolerance issue indirectly and can make a
approximately 500 staff with and one of the UK’s leading across the business,” difference on the ground and
his loss prevention teams, loss prevention experts and He said June 30th was all to the bottom line.” RF
ISSUE 4 AUGUST 2009 • 05
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