A Dilemma for Retailers: How to Make Store Surveillance Secure and Appealing to Shoppers

Retailers use a number of ambient, design, and social elements with the aim of creating a unique, pleasant, and engaging Customer Shopping Experience (CSE). However, a store may be made paradoxically less attractive by the feelings of insecurity generated by the fact that the same elements can also encourage shoplifting. As a result, retailers have to balance their efforts to enhance a store’s attractiveness by ensuring a high level of sales environment surveillance without interfering with the shopping experience. The aim of this chapter is to propose a conceptual framework that enriches the analysis of the development of retailer/consumer relationships by highlighting how retailers can make store surveillance simultaneously secure and appealing to shoppers. The analysis draws heavily on theoretical evidence in the marketing, environmental psychology, service, and retail management literature, and indicates that retailers’ investments in store design, staff training, and technological systems can ensure adequate security levels without compromising customers’ shopping experiences as long as the surveillance allows them to have direct contact with the store, its articles, and staff.