Store managers and salespeople stop shoplifters from stealing everyday, but most of the time they’re not even aware that they did it.  The little things salespeople do make a big difference to the shoplifter because the shoplifter walks an emotional tightrope in a store, and just like any guilty person, (s)he is constantly preoccupied by the fear of getting caught.

It is precisely this fear that gives managers and salespeople the power to stop them, often just by acknowledging their presence.  We see examples of this power all the time.  For example, when we see a sweater on the floor under a rack of blouses or find a bottle of vitamins tucked behind a box of Benadryl on a shelf.  Sure, it could have been a lazy shopper who changed her mind, but more often it’s a sign that a would-be shoplifter became uneasy and decided to “ditch” the merchandise rather then try to head for the door.  What caused the shoplifter to abort the attempt could have been any number of different things.

In a study involving hundreds of apprehended shoplifters over an 18-month period, the National Association for Shoplifting Prevention (NASP), a not-for-profit organization which studies shoplifting behavior and provides retailers (and the courts) with shoplifting prevention programs, determined that, from the moment a shoplifter enters a store or gets the idea to steal  an item, the shoplifter becomes super sensitive to his/her surroundings, and otherwise normal events now trigger a series of psychological and physiological reactions ranging from sheer panic to extreme excitement.

NASP charted the progression of these reactions to graphically depict the emotional state of a typical non-professional shoplifter during each phase of a theft incident, from entry into a store through exit… or abortion of the attempt.  It is especially valuable for the store managers and employees to be aware of what shoplifters are thinking, and how they are likely to react in typical store situations, because this knowledge can help store personnel to understand what they must do to prevent a theft and they their actions will be effective.

How Shoplifters React

The graph below charts a typical venture through a drug store.  When the prospective shoplifter enters the store (not yet having decided whether they will steal) they are at some “normal” base line tension level as are the other customers that enter the store.  When they select a target, their tension levels rises (point A) and they becomes acutely more sensitive to their surroundings.  Their tension level continues to rise as they prepare to take and conceal the merchandise.

However, the shoplifter makes another move, they must ask them self one important question… the same question that all shoplifters ask themselves… “Is anybody watching?”

You can actually see the shoplifters asking this question of them self when you see their eyes sweep the floor and see their head turn quickly to the left and then right.  If the coast is clear, they make their move to conceal the item, usually within a split second.  Their tension level reaches its highest point yet.

Moving Through the Store

Having concealed the item, the shoplifter now turns to walk slowly down the aisle and the tension level drops a little, but never down to the base line.  Suddenly, they see a salesperson or manager turn the corner, quickly walking toward them.  “Oh no, he’s seen me… It’s all over!”.  But, then the manager smiles and says, “Hello, how are you today?” and simply passes by.  The tension levels drop.  Then the shoplifter spots a camera but decides it is not working or was not able to see when or if they concealed anything.

As they look toward the door, the shoplifter hears a store announcement for a security call. The tension begins to rise once again. The shoplifter then turns to the left and suddenly notices a man staring.  “Why is he staring at me?” they ask as the tension continues to rise.  “He must be waiting to see what I’m going to do.”  A few moments later the man is greeted by a friend and they both leave the store.  The tension drops.  By this time the shoplifter could easily be a “nervous wreck.”

Any of these experiences and many others like it, such as a salesperson acknowledging the customer’s presence, a salesperson making eye contact, a police officer entering the store or an alert cashier or guard at the door could all be responsible for causing the shoplifter to “ditch” the merchandise or buy it.  According to a NASP survey, should shoplifters perceive any chance of detection, more than 90% will elect to abort the theft rather than risk apprehension.

Heading For the Exit

But, what if none of these things happen and the shoplifter realizes that no one is aware of their presence or cares what they are doing?  What then?

Then the shoplifter will head for the door.  As they approach the exit, past the point of purchase, thinking, “Steady don’t panic”, she pushes open the exit door and the tension rises to an almost unbearable level as they imagine a hand coming down on their shoulder and a voice saying “I’m store security, you’ll have to come with me!”

But almost 25 feet past the storefront, the shoplifter cautiously turns to look back, and sees…Nothing!  The shoplifter suddenly realizes… “I got away with it.”  Fulfilled, excited and relieved the built-up tension now explodes into sheer excitement – a feeling described by shoplifters as an incredible “rush” or “high, “ which many shoplifters will tell you is the “true reward” rather than the merchandise itself.

This “high” feeling or excitement described by shoplifters is hard for the average person to understand, but it’s easy for a store detective to understand, because the store detective experiences the exact same feeling or “high” when he or she catches the shoplifter.

The findings of NASP help to clarify how prevention works and why salespeople don’t have to be “super-sleuths” to outwit a shoplifter.  A little attention or simple acknowledgement is all that’s needed to make a would-be shoplifter decide to “shoplift elsewhere.”

So, the next time you find merchandise out of place, think about what it means.  You might want to tell your employees that it could be the evidence that they are doing a great job toward deterring shoplifters in their store.