Q&A: Alex Ledsham, Commercial Manager, Chirp-protect
Chirp-Protect offers a groundbreaking first-line defense security system for retail stores. While product tags are a common security measure, their system goes above and beyond.
Can you tell us a bit about your background?
I have spent the past 22 years in the retail industry, initially working with retailers on outsourcing production, new product development, and trend sourcing. Early in my career, I had the opportunity to travel globally, collaborating with retailer partners across Europe and the US, and working with production facilities in Asia. Later, I started my own online retail business focused on delivering exceptional products and customer service to create memorable experiences in the lifestyle sector. In 2024, I joined Chirp-Protect to help the company realize its potential and establish our innovative retail security system as a global leader in the fight against retail crime.
What does your company do? What is your USP?
Never Miss a Retail Update!Chirp-Protect offers a groundbreaking first-line defense security system for retail stores. While product tags are a common security measure, our system goes above and beyond. If the tags are tampered with, they trigger an immediate alarm, providing early detection of theft. Unlike other systems, our tags cannot be deactivated using magnets or other methods. Additionally, the tags will alarm when approaching the exit. Unlike traditional, bulky security gates, our system uses a compact plug-and-play hub (just 14cm square) that can be mounted above exits or other high-risk areas. This scalable solution helps reduce theft and provides seamless integration with other systems, such as headsets for real-time staff notifications and CCTV for timestamped footage, making it easier to report crimes to authorities. The system has already shown remarkable results in reducing retail crime and improving staff wellbeing by reducing conflict.
What’s special about the platform and your approach?
Our approach is rooted in continuous testing, learning, and growth. We began by collaborating with independent retailers to understand their unique challenges and refine our system to meet their needs. The results were outstanding, so we expanded our focus to larger retailer groups, seeing similar success. Our ability to reduce losses, improve sales of high-ticket items, and enhance staff wellbeing has proven the effectiveness of our system. The positive testimonials and case studies we’ve gathered have helped accelerate our growth and validate our approach.
What advantage does it add?
Our key advantage is that Chirp-Protect acts as the first line of defense against theft. Our product tags act as an effective deterrent against theft, they also trigger an alarm in the tag if tampered with, providing an early warning of a theft in progress. This gives you more proactive control over security compared to systems that only detect theft as an offender exits the store.
How does product/service implementation look, and how do you measure success?
Chirp-Protect is a plug-and-play system that uses radio frequency for easy installation. We begin with a scoping session to understand the store’s specific challenges and identify the most at-risk items. Based on this, we configure the system for optimal effectiveness. Installation is simple, and we offer flexible options for our customers. Success is measured by comparing the retailer’s current loss figures, inventory management time, and CCTV monitoring time before and after implementing our system. We can provide a return-on-investment (ROI) calculator, and in most cases, retailers see a positive ROI within three months. We also offer a lease option with no upfront costs, so you can see ROI from the very first month.
How are retailers using your systems to gain a competitive advantage, and what does best practice look like?
Our system helps retailers gain a competitive edge by allowing them to sell higher-value items with confidence, without the fear of theft. Many stores have had to limit their expensive product displays or reduce stock due to shoplifting. With Chirp-Protect, retailers can display a wider range of products, reduce the need for intensive inventory management, and increase sales and profit margins. Also by minimizing theft and reducing confrontations, Chirp-protect enhances staff wellbeing, helping avoid the costly cycle of hiring and training new employees.
Can you share a case study with us?
In February 2024, we installed Chirp-Protect at one of my Nisa stores, where we were facing significant shoplifting of high-risk items such as baby powder, steaks, and coffee. Since tagging these items, we have seen a sharp decline in theft, including zero theft of baby powder. The tags are reusable, so we expanded coverage to additional items, further maximizing the system’s impact. The setup process was seamless, with excellent support from Michelle, who provided training videos and worked closely with the store manager. Since then, we’ve installed Chirp-Protect at a second location and had an installation engineer assist with setup. Prior to using Chirp-Protect, we were losing over £250 per month to theft. Now, that loss has significantly reduced, and the tags not only serve as a visual deterrent but also alarm if tampered with or when someone tries to exit without deactivation. The system is simple, cost-effective, and does exactly what it promises. I highly recommend it to anyone dealing with theft issues.
Barry Patel, Nisa, Marsh Farm
Are there other companies you partner with?
Chirp-Protect aims to offer multi-layered security, integrating with various other systems to create comprehensive protection for retail stores. We partner with CCTV systems to timestamp theft attempts, which can then be reported to local authorities for quicker resolution. We also integrate with headsets, allowing real-time notifications to staff when theft is detected. Additionally, our system can connect with master alarm sirens and lighting to further reinforce security.
What challenges and opportunities do you see in UK retail for 2025?
Retail crime is rising at a staggering rate of 30% year on year, and incidents are at an all-time high. This is impacting staff safety and wellbeing, especially as the cost-of-living crisis drives more people to resell stolen goods online. Thieves are also emboldened by the adoption of no-confrontation policies by many stores. As a result, retailers are investing heavily in security systems to combat shoplifting. With this growing concern making headlines, we can expect stricter rules around police intervention. Retailers need to implement multi-layered solutions to protect staff, reduce losses, and facilitate crime reporting. Failing to act now will make stores vulnerable to theft and drive up costs in the long run.
How will you address these challenges and turn them into successes?
We recognize the challenges that retail crime presents, and our solution offers the first line of defense, improving ROI on existing security systems. By offering a low monthly payment structure and the potential for positive ROI within the first month, we make it easy for retailers to adopt our system without disrupting their cash flow. This proactive approach helps retailers stay ahead of the increasing crime rate and safeguard their assets.
What is on the horizon for you as a company?
We’re expanding globally with our network of dealers to continue the fight against retail crime. As we grow, we plan to introduce new styles of tags to protect an even wider range of items and continue enhancing our technology to stay competitive in the market.
Any final thoughts?
Retailers who fail to address theft now will become easy targets for criminals in the future. As other retailers improve their security, thieves will focus on the vulnerable. Our system provides a tamper-proof first line of defense, offering early warnings and integrating with other security measures. Don’t wait—start fighting back today by contacting us to see how easy and cost-effective our solution can be.
To find out how Chirp Protect can help your retail operation, visit them online or get in touch with Alex directly.
