Think it can't happen here? Think Again

Creating a security plan to keep your stock and your staff safe

by Liz Martínez, ABOC, NCLC Illustration by Jon Krause

Eyecare practitioners are at a disadvantage when it comes to being prepared for theft by outsiders.

Practically nowhere in the professional or on-the-job training for eyecare practitioners is there a unit of study on combating internal or external theft—or even recognizing it, for that matter.

Those who start in optical after studying retailing or who come to it through retailing are also often deficient in knowledge about crimes that plague the industry.

Some larger chains provide training to managers and associates. But optical professionals approach the industry from a healing or helping point of view rather than a defensive one. It is a rarity for independent optical locations to have a professional loss prevention department. As a result, there is a lack of awareness about retail crime and how it affects the optical industry.

Fortunately, raising awareness is simple and putting deterrents into place can be easy and free.

IT CAN'T HAPPEN HERE

Those who think that external theft "can't happen here" are mistaken. External theft that affects the optical industry is primarily burglary (theft from a premises, usually during off hours) and robbery/shoplifting (theft from a person or business, usually during working hours).

The common types of robbery and burglary are those that target frames, sunwear, cash, and equipment such as televisions, DVD players, and sound systems.

These crimes occur all over the country and take many forms. An optometrist's office in Winston-Salem, N.C., was victimized when, according to court records, the robber entered the office, grabbed the secretary by the hair, and brandished a knife.

He then stole cash from the office's bank deposit bag and helped himself to money from her pocketbook.

Last May, a masked man with a gun allegedly entered the Eye-Ear Optical in Chattanooga, Tenn., and pushed a customer down on the floor behind the display cabinet. He is accused of forcing the optician to open the cash register and confining a second customer to the store's back room.

Other thefts, á la Winona Ryder's celebrity shoplifting prosecution, are also known to occur.

One case involved Houston Rockets' forward Juwan Howard, who was accused last May of shoplifting a $2,000 pair of sunglasses from Eye Q Optical in the Miami area.

But the more run-of-the-mill thefts occur when individuals or organized groups target opticals in order to steal frames and sunwear.

In an incident last March in Abbotsford, British Columbia, a 33-year-old man was arrested for robbery after making off with multiple pairs of sunglasses and punching a customer several times at Clear Cool Optical.

In Stuart, Fla., a couple of years ago, two men were charged with stealing frames from Schmidt's Optical. Police suspected that the theft was connected with 30 similar incidents in six counties in Florida, indicating that they might be part of an organized retail crime ring.

PROTECTION AGAINST THEFT

Organized retail crime, or ORC, is a growing problem in the United States and elsewhere. It is a crime that is, as its name implies, organized. That means that the participants are well-schooled in the best ways to commit thefts and get away with them.

They are aware of which items are the most valuable, and they target those high-priced goods. Usually, the thieves work in teams and each member has a specific task. The criminals are in and out quickly, often before optical personnel are even aware of their presence or what they are up to.

A common method involves four to eight people who enter a business at separate times over a short period. One or more of the group distracts the staff by inquiring about different products, while the others focus on stealing merchandise. Professional thieves who work solo also take what they want fast and get out.

SPOTTING CRIMINALS

Here are some tips on recognizing opportunities for theft and steps you can take to combat losses.

• SPEED. Criminals work quickly because it lessens their chances of being identified and caught. Take the time to greet each person who walks in the door, preferably by name.

If you're shorthanded or experiencing a rush, call some of the lab folks out onto the floor to help.

Organized groups descend on an optical during busy times and hope to get lost in the crush. They are seeking opportunities to steal fast and leave under cover of a crowd.

• ASK QUESTIONS. Ask people how you can help them. If they don't know or can't define their purpose, they probably are not in the dispensary for a legitimate reason.

An optical shop is a place that people come into for very specific reasons—they want an eye exam or to purchase optical goods. It's not like a gift shop, where people might browse for non-specific potential purchases.

• JDLR. Pay attention to things that "just don't look right." JDLR is a common tool used by law enforcement officers that anyone can use.

Our instincts are smart and we are often subconsciously aware of something that's a little off before we can consciously identify the reasons for the feeling.

• MEMORIZE DETAILS. If you realize after someone has left that you have experienced a theft, try to supply a detailed description of the person. Don't just report their clothing. Professional thieves will often put on or remove outerwear in order to avoid identification.

Try to remember:

- Facial features

- Scars and marks

- Tattoos

- Accents

- Vehicle information

• WATCH THEIR HANDS. According to Al Greggo, senior director of loss prevention for Luxottica Retail, "shoplifters don't indicate a theft with their eyes. Keep your eyes on their hands."

GETTING SECURE

While it's important to be able to recognize thieves in the act, it's also critical to create an environment that fights crime.

• Keep frame bars full. It is a lot easier to notice when a frame is missing if you don't have a lot of holes. Thieves will target shops that are slow to replace frames because they know their chances of discovery are lower.

• Lock down. Lockable cabinets and electronic article surveillance (EAS) tags protect expensive merchandise. A lockable cabinet or frame bar is a good choice to keep frames safe, if you have enough staff to unlock it when someone wants to see product.

If you prefer to give people greater access to frames, think about using EAS tags. These devices work in conjunction with pedestals, shoulder-high monitors that beep if merchandise with an active tag goes past. Tags have to be deactivated or detached at the register to prevent the alarm from going off. (See below).

• Keep control of your frames. Al Greggo recommends that ECPs act more like jewelers when it comes to security.

Just as an associate in a fine jewelry store will bring out only one item at a time, optical personnel should limit the number of high-end frames they show someone at one time. If the client would like to see a a second frame, put the first item away before bringing out the next.

• CCTV provides extra eyes. A closed-circuit television monitoring system adds extra surveillance capabilities. Cameras themselves are a deterrent to thieves, who don't want to be photographed or identified. And if someone does take your merchandise, you'll have a videographic record of the theft and the thief.

• Secure entrances. Protect your back door and your roof. These areas are particularly vulnerable to entry, especially after hours. Back doors, roofs, and walls to adjoining stores, especially in malls and strip malls, are notoriously easy to breach.

It will be worth your while to change or reinforce the door and to add bars or mesh to connecting walls and roof entrances to prevent burglars from having an easy time of it.

Protect your front door and windows as well. Use a roll-down gate after hours to protect against "smash-and-grab" thefts in which criminals smash a window or door and grab whatever merchandise is near the front or in a window display.

Keep the gate down and doors locked while counting cash or preparing deposits to avoid being ripped off just before or after closing.

• Install an alarm system. Make sure you contract with a security monitoring company to handle your alarm calls.

Stores that experience false alarms that summon police are often slapped with fines.

Place stickers from the alarm company on entrance doors to put thieves on notice.

• Get assistance. Local or state police or mall security are often quite happy to do a walk-through of your premises. They can make recommendations of how you can strengthen your physical security.

They can also provide training to staff members. The safety professionals can help your employees become more aware of the crimes that are prevalent in your area and offer specific steps to lower the risk of being victimized.

CHAIN REACTION

You've spotted a criminal and stopped him or her in the act. Or you haven't stopped the criminal and you're wondering, what's next. What you do at this point can help keep the aftermath to a minimum.

• Confrontation. Indirectly confront shoplifters. If you see someone slip a frame into his or her pocket, Greggo recommends saying something like, "Let me get the case for that black pair of Ray-Bans you've selected." Or, "That white pair of Versaces you've chosen will look great on you. Can I show you how to clean them?"

By naming the specifics of a product, you are letting the person know that you are aware of what they've taken without getting confrontational. Should the person deny having your merchandise and leave, you have prevented them from taking additional products.

• Don't be a hero. If you see a shoplifter take something or if you indirectly confront a thief who leaves with your merchandise, notify security or the police. Provide the best description of the person and the merchandise that you can. Greggo also advises: "Don't risk your safety or leave the store unattended to chase someone."

• Call the police. It sounds like a basic step, but many people are hesitant to notify police when they have been burglarized or robbed. Some people feel there is a stigma to being victimized. Others don't want to "bother" the cops. Remember, you are already paying for police services through your tax dollars. Just don't expect the investigation to look like something on "Law & Order."

If you plan to file an insurance claim for stolen merchandise or damage to the property, a police report number is required.

• Keep computerized records. With all of the optical practice software available, as well as the low cost of computers, there's no good reason not to computerize your inventory. If you experience a loss, it can help you determine what was taken so you can provide a detailed report to the insurance company.

• Web fencing. Look for your merchandise on the Net. You can help in the possible recovery of your goods by going onto Internet auction sites, such as eBay, and looking for your merchandise.

Greggo says that hot brands show up online frequently. Sometimes, you can tell that frames from your optical are being sold on the Web by spotting your frame tags in the photos the sellers post.

If you see something for sale that you can identify as coming from your shop, notify the police or your store loss prevention department.

They may be able to work through the site owners, going through a program like eBay's VeRO (Verified Rights Owner). This can help rights holders stop the sale of infringing items. The site owner can also determine who listed the merchandise for sale and where the individual is located. EB

Liz Martínez is a licensed optician and author of the book The Retail Manager's Guide to Crime and Loss Prevention. She teaches criminal justice, serves on the Retail Loss Prevention Council for the American Society for Industrial Security International, and consults with businesses on loss prevention issues. Her website is www.LizMartinez.com.