As many as 60% of consumers have admitted to not purchasing a product due to difficult in-store security measures, according to a report released by packaging solutions company MeadWestVaco Corp. (MWV).
For the Retail Security Solutions Study, MWV surveyed consumers regarding their perceptions of frequently used retail security products, including: clamshells, pull cards, locked cabinets, locked plastic boxes and product wraps with alarms.
The vast majority (98%) of consumers said they preferred open merchandising, or the freedom to physically interact with the product in the store before purchase. The prevailing desire for in-store accessibility was confirmed by 39% of consumers who said they decided not to purchase a product because it was in a glass encasement. Additionally, the study noted that 37% of consumers decided not to purchase a product because it required assistance from a store associate.
Advertisement
The study assessed the impact of four security measures on the purchasing experience:
- Locating: The ability to find the product in-store;
- Evaluating: The ability to examine the product in-store for purchase decision-making;
- Purchasing: The ability to purchase the product; and
- Experiencing: The ability to easily open the package and experience the product after purchase.
“The findings from our Retail Security Solutions Study help prove that when consumers cannot interact with a product in the retail environment, there is a significant negative impact on retailers’ and brand owners’ bottom lines,” said Jeff Kellogg, VP of the Consumer Electronics and Security Packaging Systems division at MWV. “Insights from this study will help us identify ways to partner with retailers and brand owners to implement solutions that protect from theft as well as improve the consumer experience in store.”
Click here to access the complete MWV study.
