Retailers improve colleague and customer safety: Interview with Mike Jennings, Head of Retail at Reveal Media
Delegates at Retail HR North on the 6thFebruary were impressed by your passion for the safety and well-being of staff, as well as customers. It was great to hear you on stage sharing how retailers could reverse the devastating statistics of abuse. Could you share with our wider readership some of your insights on the safety challenges retailers face today, and how this has evolved over recent years?
I have noticed that in recent years, the problems have steadily worsened. Feedback from our partners and customers indicates that there has been a concerning rise in abusive behaviours from customers towards retail staff. Colleagues report feeling demeaned and belittled, which impacts their mental health. And It is no longer just an issue that’s limited to the Covid period – people’s behaviour seems to have fundamentally shifted. For example, Lincolnshire Co-op has seen a staggering 245% increase in incidents of threats and abuse towards staff in the last five years, highlighting the pressing need for measures like ours.
Statistics from recent studies by the British Retail Consortium and the Retail Trust highlight the impact this is having on retail colleagues: 17% of retail workers have reported missing work due to mental health issues, while 75% fear encountering customer aggression. It is alarming to think that three-quarters of employees face this kind of tension at work, especially in roles focused on customer service.
Moreover, over a quarter of employee’s express concern for their safety at least once a week, and many struggle to give their best due to these pressures. We are witnessing a generational shift; younger workers are less tolerant of poor customer behaviour and often prioritize a safe and supportive work environment. Conversely, older workers may choose to leave the workforce altogether if they feel unsafe.
Never Miss a Retail Update!Retailers now face heightened expectations to implement effective safety protocols and cultivate a supportive culture. This has led to a growing awareness of mental health and its importance alongside physical safety.
It is so impressive that HR teams are stepping up to the plate and supporting initiatives to keep staff safe, addressing both their physical and mental well-being. Can you tell us more about the body-worn cameras and the technology behind them? I imagine some people might find the concept intimidating.
Absolutely. The primary goal of body-worn cameras is to serve as a safety tool, not a means of surveillance. They should be seen as just another tool in the retail worker’s arsenal, like a barcode scanner or headset. The aim is to de-escalate potentially violent situations effectively.
However, it requires an understanding of when and how to use the camera effectively, along with proper training around de-escalation techniques. The success of these cameras depends on their adoption by users.
If they just sit in a drawer, they will not help anyone. It is crucial that users feel comfortable and empowered to utilize the camera when necessary. What we have seen is that once employees start using them, they often express that they would not want to work without that a camera for protection.
We saw you wearing one at the Retail HR North event, it was remarkably discreet. Have you received any negative feedback from customers regarding these cameras?
Interestingly, no. In 99% of cases, customers do not comment when they see a camera. When they do, it is often disbelief that such cameras are indeed necessary. However, once we explain the rationale, many support the addition of this technology. Any negative comments are most often from those who are being aggressive or abusive.
Cameras help create a safer environment for everyone, not just staff. Research indicates that visible cameras can deter aggressive behaviour, benefitting other customers and making the shopping experience more pleasant. Importantly, these devices are not about mass surveillance; they are about assisting employees in managing specific situations.
Team TRB is thrilled to work with Reveal Media at such a critical time for retail safety.
The Retail HR Community can see these cameras in action at any TRB event.
