Retail Success Strategies:
Tactics for Transformative Growth
In-Store Vigilance and Security Measures
Here are 8 tips for jewelry retailers to keep their sales team vigilant and ensure the safety of their products and store.
Distribute High-Value Items
Spread high-value merchandise throughout the showroom to minimize losses in case of a theft. The JSA emphasizes the importance of locking jewelry in display cases, particularly for high-value merchandise like diamonds and fine watches. Use glass cases with reinforced locks and avoid leaving items unattended on countertops.
Show One Item at a Time
Prevent grab-and-run thefts by displaying only one piece of jewelry to a customer at a time.
Train Staff on Behavioral Awareness
The JSA recommends training employees to recognize common suspicious behaviors, such as customers who linger around high-value items without showing genuine intent to buy, or those who use distractions (e.g., asking multiple questions while another person acts as a lookout).
Guard Against Social Engineering and Impersonation
Social engineering scams, where criminals impersonate vendors, maintenance personnel, or law enforcement, are common. The JSA recommends training staff to be cautious when dealing with unsolicited requests for access to your store or sensitive areas. Always verify the identity of anyone requesting entry.
Document Suspicious Incidents & Review Surveillance Footage
Keep a logbook of any suspicious activities and share these with your staff, local law enforcement, and crime prevention networks. Regularly check surveillance footage to catch any suspicious activity that might have been missed during the day.
Open and Close with Multiple Staff
Always have at least two people present when opening or closing the store to enhance security. Train staff to greet every customer warmly as they enter, which can deter potential thieves by showing alertness.
Verify Payment Authenticity
The Jewelers’ Security Alliance suggests using counterfeit detection tools for all cash transactions and verifying IDs for credit card purchases over a certain amount. Additionally, businesses should be equipped with EMV chip card readers to minimize fraud from counterfeit cards.
Establish and Practice Robbery Response Protocols
According to the Jewelers’ Security Alliance, every jewelry store should have a robbery protocol in place. This includes training employees on implementing a code word or phrase to discreetly alert staff of any suspicious behavior and how to remain calm and comply with robbers' demands, to avoid escalation. Install panic buttons that directly alert law enforcement or a security monitoring service and regularly practice the store’s emergency procedures.
By integrating the best practices recommended by the Jewelers’ Security Alliance, Jewelers Mutual and The Plumb Club, store owners can significantly reduce the risk of theft, scams, and vandalism while enhancing the safety of their staff and customers.