A new report from Numerator reveals significant shopper frustrations regarding items secured under lock and key. The findings show that nearly 60% of shoppers frequently encounter locked merchandise, with an alarming 27% stating they would switch retailers or abandon their purchase rather than wait for assistance to access these items.
Historically, retail establishments have used security measures, such as locking up certain products, in an effort to deter theft. However, as consumer behavior continues to evolve, what was once an accepted practice is now becoming a point of contention between retailers and their customers. Numerator’s research highlights a rising trend in the prevalence of locked items, as 61% of respondents indicated they see more such displays now compared to the past.
The issue seems to be more pronounced in urban areas, particularly on the West Coast. Shoppers in these locations report encountering secured items more frequently than those in other regions. This distinction is likely attributed to higher theft rates in these areas, pressuring retailers to take greater security measures.
Data from Numerator suggests that drug stores and mass retailers are the primary venues where shoppers encounter locked-up items, with 68% of consumers noting secured products in mass retailers and 62% in drug stores. In comparison, only 31% of shoppers see this at grocery stores and a mere 18% at dollar stores. The types of products most commonly locked up include high-ticket items like electronics, alongside everyday essentials. For instance, 38% of shoppers report seeing over-the-counter medications, while personal hygiene products and cosmetics are also frequently locked away, with 34% and 33% of shoppers, respectively, encountering these barriers.
Reaction to these security measures varies, but frustration levels are significant. In terms of customer service, CVS, Walgreens, and Target received high ratings from consumers who found it easy to obtain assistance with locked items. Conversely, Walmart rated lowest in this regard. Data indicates that while 62% of shoppers typically wait for assistance with locked merchandise, a shocking 17% opt to switch retailers—10% towards online alternatives and an additional 7% towards physical competitors. Furthermore, 10% of respondents will abandon their purchase altogether, underscoring the negative impact of these security measures on sales.
The study’s sample included over 5,000 consumers surveyed in September 2024, and it specifically defined locked items as those requiring employee assistance to retrieve, emphasizing the scale of this issue in modern shopping experiences.
In terms of addressing this growing frustration, retailers might need to reassess their security strategies and opt for a more customer-centric approach. Implementing an efficient system that allows quick access to locked items could help retain frustrated customers, especially those who might otherwise choose to shop elsewhere. For instance, retailers could employ dedicated staff to assist with secured items or consider alternative security solutions that do not deter customer engagement.
Additionally, the demand for convenience has never been more pronounced; consumers are increasingly leaning toward online shopping. Retailers should also ensure that their e-commerce platforms are optimized and attractive to prevent potential losses from customers switching to online options after facing difficulties in-store.
In conclusion, as shoppers express their frustrations with the prevalence of locked merchandise, retailers must take these insights seriously. The balance between theft prevention and customer satisfaction is delicate. Retailers can no longer afford to ignore the potential sales they may lose due to ineffective security measures. Strategies that enhance both security and customer experience will ultimately determine the success of retailers in an increasingly competitive landscape.
