A new study by VoCoVo, a provider of communication solutions for retail, has revealed a concerning trend of small businesses relying on personal phones for in-store communication.
The survey, which polled more than 200 decision-makers from small and independent UK retailers, found that 85% of respondents struggle with effective in-store communication.
With a pressing need for immediate and secure communication, nearly half (49%) of store workers rely on texting or messaging apps such as WhatsApp.
This is followed by personal mobile phone calls (46%) and, worryingly, rudimentary methods such as waving, pointing, and facial expressions (43%).
These unconventional methods pose security and privacy concerns.
Furthermore, they are ineffective in time-sensitive situations, especially when escalating security issues require a swift response.
“Retail crime remains an ongoing and worrying threat to small retail stores and it was perhaps not surprising to discover that so many colleagues are reliant on their own mobile devices to communicate and feel more secure,” said Rob Gamlin, founder and co-CEO of VoCoVo.
Additionally, the VoCoVo survey revealed that 33% of shoppers have witnessed violence or abuse directed at store workers in the past year.
When asked about the primary reason for needing in-store communication, 43% of respondents cited alerting colleagues to security concerns.
The ability to quickly notify fellow staff members about shoplifting, disturbances, or medical emergencies is crucial, especially in confined retail spaces.
“Unlike mobile devices, effective, discreet in-store communication technology allows colleagues to quickly and easily communicate with all team members to help them manage and deescalate difficult situations,” added Gamlin.
“We know from conversations with retail store owners that the visible presence of headsets alone can often be a deterrent for would-be shoplifters. Fortunately, investing in secure communication channels doesn't need to break the bank, but its absence can cost dearly in terms of safety and security.”
The VoCoVo survey also highlighted the human cost of poor communication and security measures, with more than 12.5% of employees reporting feelings of vulnerability and isolation on the shop floor.
