Preventing Shoplifting The Right Way

The laws in the United States concerning shoplifting undergo changes that in some instances put the strain on the retailers and their profit margins.  The shoplifting law changes in 2014, in California, for example, let retailers in the state feel a sense of vulnerability and hopelessness.  They expressed concerns about the fact that the laws allowed individuals to feel empowered to go into a store and shoplift without getting into too much trouble. 

Those losses are not only detrimental to the profit margins of the store but can mean an increase in the number of shoplifters that can enter the store feeling embolden to steal. Such an increase comes with an increase in violence, and retailers are feeling the change. Proposition 47 passed in 2014 that reduce the penalties for many crimes, shoplifting included a law change that has left many retailers feeling vulnerable.

On the other hand, big retailers such as Wal-Mart, Bloomingdales, and Krogers are being sued for extorting customers.  They accuse customers of shoplifting and then charging them money for the “courtesy” of not calling the police. The customers are bullied into paying for an online class by a company called Corrective Education Company and then the company pays Wal-Mart, Bloomingdales, and Krogers a cut of what they are charging these accused customers.  The practice is insidious and wrong according to the legal company carrying the lawsuit, and customers and retailers have to be aware of this insidious and amoral practice.

Shoplifting is a crime, and retailers are arguably upset by the law changes that make it for them more difficult to do business. But, accusing customers that do not have the financial means to hire legal counsel is preying upon the poor and defenseless, and that is morally wrong.

Protecting a business from shoplifters is the responsibility of the owner and the management team, and no one understands the travail the loss prevention team goes through every day when the store opens its door for business. If, as a store owner, you are asking yourself what is a good solution for the prevention of shoplifting, we have to tell you, you have many.

But, one of the most effective solutions you have at your disposal for the prevention of shoplifting in your businesses is training your personnel and management team.  Research has shown time and again that having trained personnel in your store or business decreases your losses thus increasing your profits.


Stopping Shoplifters Is As Much Attitude As It Is Equipment

We supply and install the best anti-shoplifting equipment made. Checkpoint Systems is the gold standard of Electronic Article Surveillance (EAS) equipment. Support is off the chart. Checkpoint Systems has factory Tech’s everywhere, I mean EVERYWHERE. They have to since the majority of the top retailers in the world are using Checkpoint equipment. These Techs are not sub-contractors. They are skilled EAS, Radio Frequency (RF) experts. As an example, my Sr. Tech Dan is a former Navy Electronics Technician; he worked on highly advanced systems that protect our country.

That’s all good and well but we can install the best equipment using the best people out there but if you do not have the right attitude, you will not have solved your shoplifting problem. You will simply have spent money and felt good about what you purchased but YOUR SHOPLIFTING PROBLEM WILL COME BACK.

You have to instill the right attitude about shoplifting prevention in yourself and your staff. Shoplifters are not afraid of the Checkpoint equipment all by itself. But, they are very afraid of the Checkpoint equipment when it is supported by a trained, knowledgeable staff. The equipment will work. It will notify you when someone tries to steal a protected piece of merchandise. But you have to be on your game long before this happens. Do you know what shoplifters look like? Do you know how to spot them before they steal? You can easily expose a shoplifter in your store with the proper customer service techniques. These skills will not make the shoplifter transparent but will delight your good customers and increase your sales. Good customers love attention, shoplifters hate it.

I believe this so deeply that we at Loss Prevention Systems include free, live shoplifting training as often as you reasonably need it. Staff changes, new manager or supervisor, new employees that are new to retail or your store? Let us train them, free of charge, for the life of your Checkpoint System when you buy it from Loss Prevention Systems.

So you get actual LP training from a former Director of Loss Prevention with over 35 years of experience. FREE!

So if training is the key, why do you still need the Checkpoint System? That is a great question and the answer is simple. The equipment is there to support you when you cannot be everywhere at the same time. Retailers’ biggest expense is labor. If we can keep labor dollars down, we are more profitable. The fact of the matter is that shoplifters seek out and even create situations where they steal when you cannot pay the attention required to spot and deter every shoplifter. By the way, one in ten people that are in your store right now is there to steal from you. That is where the Checkpoint System comes into play. It is working 24/7, does not take breaks, vacations, sick-leave or simply not show up. Checkpoint equipment has a great attitude and is always looking for shoplifters.

Now, what are YOU going to do to change your attitude and start getting the margins from your sales that you deserve? Contact Loss Prevention Systems now and make it happen. Chances are we will actually be able to assist you to begin stopping shoplifters before the system is even delivered and our amazing Techs can install it.


Merchandise Audits For Stores Without A Loss Prevention Team

Loss Prevention Managers and Associates use audits on a regular basis to keep track of merchandise that may be potentially high theft items. The items may be high dollar such as iPods, laptops, computer tablets and so on. The products being audited may simply be easy to steal and resell. Such items can include a variety of products ranging from drill bits to medicines, razor blades and even fragrances. Audits are an effective tool for Loss Prevention departments to quickly identify theft trends and to begin investigating when and how losses are taking place. For stores that cannot afford a Loss Prevention department, it falls upon store owners and managers to investigate missing merchandise. The question then becomes, how does a management team decide what items should be audited or when audits should take place?

There are different types of audits that Loss Prevention teams conduct. Some audits are completed during inventory nights. The purpose of these audits is to ensure an inventory crew is accurate in the counting of your merchandise. Mis-counts lead to inaccurate results and skewed shortage numbers. An errant finger while keying in numbers can make your inventory too high. Counting too few items results in shortage neither of which is a good thing. A falsely low inventory result usually translates to a high shrink result the following year. It is also wise to audit locations to be sure endcaps, sidecaps, and special dump bins are counted. Think of the easy to miss locations in a store.

How do you decide what should be audited? On inventory nights the inventory team crew leader may print up sheets of “suspicious” counts or “exceptions”. Usually, that team completes some of their own audits but stores should have their own audits as well. If exception sheets are not printed by an inventory team stores can decide what areas or items they want to spot check. Usually, these are going to be sections that have small items (for example, cosmetics) where it would be easy for a counter to miss multiple items that can add up to big dollars. High dollar merchandise is another area to focus on, say for instance television sets, computers or some models of vacuum cleaners. Clothing may include leather jackets and designer dresses, popular targets among thieves. One thing to keep in mind during inventories is that inventory crews are not going to want to be pestered over every little discrepancy. Usually, it is requested that only variances greater than $25 or more than 10 pieces be recounted.

The other type of audits we are discussing usually focus on specific items (SKU’s) or categories of items, for example, denim jeans valued at $30 or greater. In order to make sure that audits are value-added there needs to be a determining factor that instigates the audit and that audits are not being done on every single item in a store. Putting too many items on an audit form will ensure they do not get done properly or regularly and that renders them useless.

Daily Loss Prevention audits are usually based on suspicious activity or a reasonable concern that a certain product will be targeted by shoplifters. In one department store I worked for, we started carrying a new line of leather coats. Due to the dollar value of these jackets, we started an audit form for these items and counted them every morning. Because we had a camera set on them we were able to review a days-worth of video in a short time if a count was off. In another store I worked for, we started to see vacuum cleaners of a specific brand start to disappear. We began daily audits and partnered with other retailers that also carried this brand. We found that ours was not an isolated problem and through audits, we were able to get several suspects on camera. The key is to follow up as soon as an audit finds a difference in what store inventory says should be on hand and what actual on-hands are. If a store-generated on hand report is not available, the current count would be compared to the prior day count. Discrepancies would be researched from receipt journals and if no item was sold, the video would be reviewed.

Audits are not difficult and can aid in reducing theft and shrinkage. Keep audit lists short to help make them impactful. Use cameras to record those items you suspect are being stolen or believe are going to be a high theft SKU. Track the time as well as the day the audit is completed to narrow the window to review on video if an item is missing. You don’t have to be in L.P. to conduct audits in your store.


     

     

How Abused Return Policies Can Hamper Customer Relations

Having to balance a customer friendly environment that makes patrons feel like you want their business and keeping a structure in place that ensures the store is profitable can be difficult. This is especially true when it comes to customer returns. At times, return policies even seem to put store management and loss prevention teams at odds with each other. On one hand, stores are afraid that a strict return policy will turn off regular customers and result in a loss of business. On the other hand Loss Prevention teams in their efforts to…well…prevent losses have a tendency to want to tighten procedures on everything. There is an argument to be made for both sides but there may also be a happy middle ground where both can come to an agreement.

Customers can and do lose receipts and in many instances, this hinders the person’s ability to get a refund and in some stores, it may even prevent an exchange of merchandise. In some of these situations, the customer may only be seeking to exchange an item for a different size, color or design and yet the manager sticks to the policy regardless of circumstances. This hardline approach can and does anger many shoppers and it will result in lost business. Yes, the policy is in place and the intentions of it are good but the lack of flexibility in not permitting even an even exchange or a trade for a similar item can be a poor choice. A store will pay for that decision through the loss of future sales.

Many stores have gone to the extreme of allowing an exchange or return giving the shopper up to 365 days to make a return! In a cbsnews.com article, “15 Stores With The Best Return Policies”, by Maryalene LaPonsie, Nov. 22, 2017, they reference 15 stores that have some of the best (read easiest) return policies. The article points out that even among these stores a bit of tightening up on the policies had to be done due to return fraud and abuse. Still, consumers will find that even without receipts they can at least receive store credits towards future purchases. Not too bad for losing a receipt and keeping merchandise for a year.

From a Loss Prevention perspective, this seems far too excessive and an abuse of a retailer’s goodwill. Taking back a return that is a year old or even 90 days old means that item has dropped in value due to markdowns or because it is out of season and no one is going to purchase it. Loss Prevention departments are concerned with profitability just as are store managers but tend to see things in more immediate terms. Taking that winter coat back in July means that it is either going to take up valuable stockroom space or will have to be marked down. Is there some way to come to an understanding between Loss Prevention concerns and store manager concerns?

Shoplifters do abuse store return policies often on repeat occasions. A May 14, 2018 article by journaltimes.com staff, “Racine woman charged for Walmart thefts”, reported on a woman who was caught on camera entering a Walmart store, selecting an airbed and taking it to the return desk and receiving a gift card. She was caught on camera committing the same type of theft about three weeks later at the same store. The story reported that the suspect had a history of shoplifting in the county dating back to 1991. In a related story from Houstonherald.com, May 21, 2018, a woman entered a Walmart store and “placed several items into a cart including DVD’s, floor mats, jeans, household goods and groceries.” The story relates that she went to the service desk and made returns for items she hadn’t bought and was able to get about $64 cash. This offender also had a history of 10 prior theft convictions.

Store owners and Loss Prevention officials need to devise clear-cut policies that provide fair returns and refunds to honest customers while putting roadblocks in place for criminals. Once policies are hashed out and agreed upon, consistency in administering those policies is required. Deviating and making exceptions only opens up the door to return fraud and abuse and takes you back to square one and career shoplifters will continue to abuse your goodwill. 


Inventory Software

Inventory in a retail store can offer the management and the loss prevention team a clear picture of whether their efforts are working or they need to modify something entirely different. 

After a busy day or during the holidays, inventory plays a very important role in your store.  A visual inventory can give you only a glimpse of what is happening, but a true inventory can offer you a real picture, even if it’s more expensive for your store. 

There are many software programs that can aid you with the inventory of your store, and even if that becomes a little costly for you, it will pay to know what’s selling, what is not, and what is being stolen.

A software program will aid you by tracking packages that are being delivered, on transit, items which expiration dates are approaching, and items that are selling well and need to be re-stocked. An inventory software program can help you make decisions that otherwise could take weeks to put in place.  What items to display, or put on sale, which items to have discounted and which items are selling so well you need to put an order in place.

A simple Google search can deliver a list of the most promising software inventory programs that can help you.  Those programs can offer an array of features you may not even know you need, and the companies selling those software programs can offer you pricing for you to compare other programs and their features. Do you know an owner of a retail store that is using a software program? Have you asked them how they like it? If you know someone that is already using an inventory software program, you are in luck.  It can save you time and perhaps money when you decide you are ready to purchase one yourself.

There are many small business owners that own a retail store that has many issues they do not know how to solve. Starting with problems with personnel, management, and loss prevention techniques, the issues can be many and varied.

Address those issues before you buy any software programs to help you with the inventory of your store. What are some of the strength and weaknesses you need to address with the personnel of your store? Is the management team coordinating with the loss prevention team? Is there a loss prevention team? Are they addressing the issues or just pushing them aside for other people to tackle? Not all problems can be solved by buying software or by hiring more employees.  There are many problems that can be solved by being vigilant and by addressing those problems without hesitation. A software program can help, but that is only one key aspect of running a store.


A Checkpoint System Is Now More Important Than Ever

Shoplifters seem to be getting bolder than ever. Much of this is greed. Many people simply want stuff and have no moral compass. Others are emboldened by lax law enforcement or Politicians that pass laws that do little to protect you. Whatever the case be, it has a negative impact on Retailers. We are expected to open our stores, compete, pay employees, pay expenses, taxes…. And make a profit. Shoplifting theft is yet another pressure on us.

The key to stopping shoplifting is prevention! You have to keep the losses from occurring. Once the shoplifter has stolen merchandise, even if you catch them, you lose money in labor, unsellable merchandise, sales and the like. This is where a Checkpoint System shines. This is high-quality commercial grade equipment that works 24/7. However, like anything else, you must get as much value out of any equipment you have. A piece of equipment that can pull double and triple duty for the same investment brings a better return on investment. Consider what Loss Prevention Systems offers.

First, when our customers purchase a system from us, they get FREE anti-shoplifting training for the life of the system. This is live training by a Loss Prevention professional as often as you reasonably need it. I actually spend a fraction of that time on the Checkpoint System itself. Most of the time is spent teaching you and your staff how to detect and dissuade shoplifters from even entering your store. You can actually have fun with shoplifters. Drive them crazy and they will get frustrated and simply leave you alone.

Next, there is a whole world of new innovations in the Checkpoint Systems line. People/Customer counting is one. Your system can count customer traffic. You then receive a weekly report that details your traffic by the hour of the day, day or the week. This data can be merged into your sales data to give you a more complete picture. Customers use this data to help with decisions on staffing levels, open/close times and more. The system will also report on the Checkpoint System alarms. How and when they occur. This further feeds into your decisions about staffing levels. You may say that my cash register tells me traffic. Not so, as not every customer that comes into your store makes a purchase. Why is that? Possibly because you do not have enough staff on at the times when you really need it.

How about remote control of your Checkpoint System from your mobile device while inside your store? This feature notifies you of alarms, maintenance issues, and real-time stats. You can be in your office, stock room or anywhere in your store and the system will notify you of an alarm. Immediately. This also gives you control of the system itself. Checkpoints systems are already ECO-friendly in their power consumption. But you can set up a schedule that tells your system to power down during the hours you are closed. Over a year that money adds up.

Marketing? Our systems have AD Panel capability either built-in or as an add-on. The antennas are there at the front door anyway, why not have them greet your customers with signage that you can change out as often as you wish. Promote an item, a sale, a special or simply say “welcome”. Print whatever you want and slide it into the clear acrylic frame. Now you get double duty without taking up any more floor space.

How about control of items you do not want to leave the store under any circumstances? Key rings, customer hand baskets, notebooks, documents, tools, equipment or supplies. Simply put a tag or label on them.

Contact Loss Prevention Systems today and we will help set you on the path to higher profits!


School’s Out – Time To Get Ready For School: Tips To Prepare for a Successful Back To School Season

Summertime is here and now is the time for children to rejoice and shout for glee as most are finishing up their school year. Put away the pens and paper and lunchboxes and prepare to enjoy the warm, sunny days. No Mr. and Ms. Retailer, not YOU, the children. The moment the schools let out is the moment you should be preparing to roll out the merchandise for the next school year. Wait too long and you will be a step or two behind your competition.

Certainly, most children will not be anxious to go school shopping so soon after starting their vacations but we, the dads and moms out here, are always looking for special sales and deals that will save us a few bucks. Education may be free but all of the accessories are not. Think about what we parents are purchasing to send the kids off to school. We are asked to provide crayons, pencils, pens, glue, and paper. Lunchboxes, backpacks (wait, regular or see-through?), binders and notecards also fill our school supply lists. From there schools and grades may have varying requirements. The retailer who is going to be top of the class is the one who will anticipate the needs of the pupils and parents and prepares accordingly.

What are some of those things that you can do to get the head start that will drive sales for your business?

  • If you aren’t keeping old school supply lists filed away, start doing so. This will give you a good idea of what teachers will probably ask parents to provide the coming year. The schools will probably not make lists for the coming year available until July so knowing last year’s information gains you some advantage.
  • Advertise. Use social media and in-store flyers as cost-effective means of getting the word out to customers. You may also want to check on the price of a radio spot to air a short commercial. If you only rely on posting flyers and banners in the store you are limiting your advertising to those customers already shopping with you. You need to spread the message to bring in additional shoppers.
  • Create displays near the front of the store that focuses on school-related supplies that complement each other. For example, create an endcap with binders, loose-leaf paper, pencils, pens, crayons, compasses, and protractors. If your store is geared to clothing then displays for children’s clothing should be on focal points. Regardless of what your store specializes in, order a one-time shipment of some lunchboxes and food storage containers for sandwiches, chips, dressings/sauces. Parents are conscientious of rising school lunch prices and reusable containers appeal to both the cost concerned and environmentally focused families.
  • In the process of creating the displays don’t forget about merchandise protection. Use electronic article surveillance labels and hard tags on everything. Don’t lose sight of the fact that those displays will also attract the attention of shoplifters and they will steal merchandise that isn’t secure. Small and expensive items will be especially tempting.
  • Begin clearance pricing some summer products earlier to free up floor space for back to school related merchandise.
  • An easy to overlook opportunity is to keep your check lanes full of impulse buy goods. Snacks and drinks are top items but finding cool gadgets and pens that may interest students and adults are great opportunities for a few extra dollars.
  • Don’t forget about add-on sale items. Calculators tend to be popular and they need batteries. Peghook your calculators, keeping your high-end TI-83’s, TI-84’s, etc. in Alpha Keeper boxes to make them available to customers while protecting them from theft. Add the corresponding AA and AAA batteries on additional rows of peg hooks and deter theft by using Auto Peg Tags. Speaking of batteries it would also be a good idea to place battery chargers and rechargeable batteries in this type of display. Again, expense minded and green-minded patrons will find something to appeal to them here.

It is not always easy to think outside the box when anticipating the needs of school students especially if your store specializes in one area but it can be done. Be creative and it can pay dividends.

A final thought on back to school sales opportunities. Some retailers offer special deals to teachers (who present official credentials). Not only does this help your profit line it is a huge boon for teachers who often use their own money for classroom supplies. You can develop a new loyal customer base with such an offer. Make preparations early for the return to the classroom and you will demonstrate you have learned your lesson well.


     

Protecting Your Profits This Summer

In many parts of the country, school will be out soon and the plans for a summer vacation will come sooner than expected. And even though an article in Money magazine states that 56% of Americans haven’t had a vacation in 12 months, the place that most Americans visit when they Do take a vacation is Florida.

Vacationers are a good thing for local economies.  Hotels, restaurants, and other businesses that depend on vacationers see an increase in sales and profits during the summer months due to the increase in customers.  Retail stores see an increase in walk-in customers too but have to be careful to protect some items in the store if they want to preserve those profits.

What are some of the items you need to protect during the summer months?

  1. Swimwear and sportswear – Tagging your swimwear and sportswear with an Electronic Article Surveillance (EAS) tag can help you prevent the shoplifting of that article.
  2. Hats, visors, and baseball caps are all items that are in demand during these months due to the weather. If you are a store frequented by tourists, displaying these items where they can be overseen by the cashiers could prevent them from being stolen.
  3. Sunglasses – There are many things that are stolen every year that make no sense, but sunglasses are small, beautiful accessories that are sought by everyone.  They can be easily stolen because of their size, and perhaps the accessibility the shoplifter has to pocket them without being caught. There are Enhanced Performance Labels that are placed directly on the UPC label for items such as sunglasses, makeup, and other small items to deter the shoplifter from taking them.
  4. Sunscreens and mosquito repellents are items that many people on vacation need.  These items are small and easily concealed in people’s purses, oversize shirts or even the pockets of their clothing.  Placing an Enhanced Performance Label on these items can greatly reduce the chance they will be stolen.
  5. Drinks and especially alcoholic drinks are easy items to steal, especially for the young people with no I.D

Many retail stores’ profit margins are slim,  and shoplifting does not only put a dent in their profits, it can also mean bankruptcy for some of them.  As you train your employees and make them aware of the issues in the store, shoplifting has to be at the top of them. If employees and the management of the store work together to keep a vigilant eye for shoplifters and keep an up to the date inventory of the store, they will prevent shoplifting and increase your profit margins.


Stop The Flow Of Bad Employees!

The IT world has a phrase “garbage in, garbage out”. The same concept applies to hiring new employees. If you do not put effort into selecting a new employee, then chances are you will be disappointed down the road.

In my 40+ years of loss prevention experience, I have investigated and interrogated a little over 2300 employees for theft. When you have seen that much theft, you begin to look at the source. Loss Prevention folks tend to be the ones catching the sludge coming out of the end of the pipe. We are dealing with employees that no one else can deal with. Normal management techniques do not work. So I began looking back up the pipeline, to the source. Loss Prevention starts at the time an applicant even thinks about putting in an application for work with your company.

Look at it as filtering out as many bad people as we possibly can in this process. When a person visits your business, in person or the employment page on your website to put in an application what do they see? It should be a clean image. Do you drug test? That wording or sign makes many folks that know they will not pass a drug screen turn around right there. So the filtering process has started.

Next, do they see that you will do a thorough background check? Criminal records check, credit check, education verification, sex offender register, driver’s license check (if applicable), previous employment verification and so on. A person with a clean “record” or with minor issues only, will not be concerned. However, the folks with poor records may simply move on. So we just filtered out more. These are people we are not interested in talking to and would be a waste of our time.

If you have our Applicant Management Center (AMC) solution, then the next step is that the candidate will fill out your custom application online. So instead of getting paper documents with handwriting that may be poor and full of inaccuracies, you are getting a file with data that you can read and respond to. One of the documents that can be included in this process is the release of background checks. Folks that have a bad record that thought you really might not check are now faced with signing a legal document. They know that if they lied on your AMC application, that you will find out. We just filtered out some more people we do not want to hire. The good folks can then attach their resume or any other documents you require.

With the Applicant Management Center, you get an organized, readable packet that you can review online and print out if necessary. I should mention at this point that the Applicant Management Center archives all of your applicant’s information. So you can go back even years later to retrieve the information.

Upon your review, you can email the applicant to set up a phone or in-person interview, ask questions or send a “no thank you, not interested note”. If you decide to go forward with an interview, then you should have already taken our personal, FREE, LIVE two-hour seminar:

Armed with the techniques we teach, you are better suited to get more truthful answers to your questions. For established Loss Prevention Systems customers, we conduct this training as reasonably often as you need it – free of charge. We train you how to set up the interview and how to ask questions. For example, an applicant most likely will tell you if they have stolen from previous employers. You just need to know how to ask.

Next in the filtering process is to actually run a background investigation. If you have our AMC, then all you do is click a box and the background checks begin. For example, if the checks you want include a drug screen then your applicant is contacted through email with a link to set up an appointment at a lab near them (we are Nationwide). Once that process is completed, then you receive the results automatically in AMC.

Criminal records checks would also start. We like to run a Social Security Number (SSN) Trace before we run criminal records. An SSN Trace is basically the “header” off of the applicant’s credit history. It does not provide any financial information. It does, however, give us the addresses where the person has lived. We can then check those jurisdictions for criminal records. That way, if the applicant omits a place they have lived where they have a criminal record, we should find it anyway. SSN Traces are VERY inexpensive to run. We do an actual “Court House” search, not some off-beat “database” masquerading as a records check.  Many States allow for Statewide records checks (all counties & cities). But there are some that do not. At that point, we search County records.

So all of the checks have been run and as the results available in your Applicant Management Center are updated, you are notified. You can continue with the process, if necessary another interview, additional questions, job offer or letting the candidate know they have not been selected.

AMC is very inexpensive to onboard, our background checks very competitively priced with some of the fastest turnarounds in the industry. If you would like to try AMC, we will set you up for a FREE SIX MONTH TRIAL, no obligation. You would simply pay for any background checks you request along the way. However, you do not need to request any background checks to have our Applicant Management Center.

Contact us today for more information and to get started.


Memorial Day Sales With A Different Twist 

Holiday sales events and promotions are intended to boost retail sales. The obvious big event is the Christmas holiday season which seems to begin in October for many retailers. The event carries into January when merchandise goes clearance as retailers prepare for the next holiday event and the beginning of the Spring sales lines.  During the remainder of the year, retailers also take advantage of other holidays by appealing to customers. These events just are not as extravagant in terms of time or advertising.  Clothing stores conduct promotions at Easter to sell dresses, suits and related accessories. Grocery stores and discount retailers run special deals on candy, eggs, toys, and baskets. The 4th of July sales may be geared towards parties, cookouts, and summer themed goods like bathing suits. The sales don’t necessarily have anything to do with the holiday being celebrated they simply entice customers to come in for the low prices. Below are a few ads I found online for previous Memorial Day sales to illustrate my point:

  • A furniture store: $1 Down and 60 months no interest
  • A Home Improvement store: 10% – 30% Off Major Appliances $396 or more
  • A Car Dealership: Memorial Day 100 Sale – Payments as low as $100/month
  • A Grocery Store: Big Three Day Sale

Many of the ads feature red, white and blueprint as well as stars and stripes in attempts to appeal to the patriotism of potential shoppers. I understand the need for merchants to do everything they can to increase sales. Retail is competitive and in order to stay in business owners must take advantage of opportunities as they arise.

     What I would like to suggest is that retailers look more closely at the holiday they are running promotional campaigns for. Try to see if there is some way to honor the holiday, specifically Memorial Day. I am suggesting that if a retailer is holding a Memorial Day sale they take the opportunity to honor the fallen soldiers for whom the day is remembering. This is no easy undertaking. I have seen restaurants that have attempted to recognize the sacrifices of the fallen with discounts and free meals for military veterans. Despite the good intentions, they get grief from some people (I assume they are veterans) who chastise them for not recognizing the difference between Memorial Day and Veteran’s Day. As a veteran, I appreciate the effort shown and think that the griping is misplaced. There are few ways they can recognize fallen heroes but a meal or discount is the form of appreciation they can offer.

     What can a retailer do then to promote sales and keep to the spirit of the Memorial Day holiday? I would like to offer the following ideas:

  • Offer a portion of each transaction to a non-profit agency that provides assistance to the widows and children of veterans who have fallen in combat. Just a few of the groups that help such families include:

Fallen Patriot Fund
www.fallenpatriotfund.org

Faces of Valor USA

http://www.facesofvalorusa.org/

Children of Fallen Soldiers Relief Fund

http://www.cfsrf.org/

These are just three organizations that provide such assistance and there are many more out there.

  • While it has been the source of some contention you could consider offering a discount of 10% or greater to service members or veterans who can show a military ID or a copy of a DD 214 form (a document that shows a veteran has served).
  • Consider setting up a display for Memorial Day, often called a Fallen Soldier Table, a White Table or a Missing Man Table. The effort will not go unnoticed by those who have served or the family members of fallen soldiers. The displays are not difficult to prepare https://www.veteranscaucus.org/index.php/events/memorial-day/america-s-white-table
  • If taking a portion of a day’s sales is not in your budget, a donation can or collection jar with a designated charitable organization listed is an appropriate alternative.
  • Finally, invite a veteran’s group such as the VFW (Veterans of Foreign Wars) to hand out poppies for a donation at your store. https://www.vfw.org/community/community-initiatives/buddy-poppy 

The VFW uses the money collected to provide financial assistance in maintaining state and national veteran’s rehabilitation and service programs and partially supports the VFW National Home for Children.

The ideas are certainly not all-inclusive and you may find some other source of recognition of the sacrifices made by our fallen heroes. The point is that you honor the day and what it represents as you still run your sales and specials.  Remember those who have made it possible for you to operate your business in a free country.