Creating a safe and pleasant shopping environment: a retailer’s view

Purpose – The purpose of this paper is to analyse how retailers view the links between security problems, investments in formal and informal surveillance, the sense of security felt among customers and employees, and the competitiveness of the store. Design/methodology/approach – The study utilizes elements of the theory of Crime Prevention Through Environmental Design (CPTED) in its theoretical approach. Thus, surveillance investments are divided into formal and informal surveillance investments. The theoretical model is tested using structural equation modelling (SEM) with data collected among grocery store retailers. Findings – The study shows that security problems have a positive impact on investments in formal surveillance but no impact on investments in informal surveillance. Furthermore, retailers perceive that formal surveillance investments have a negative impact on the sense of security felt among customers and employees, whereas informal surveillance investments have a positive impact. In addition, retail entrepreneurs perceive that the sense of security felt among customers and employees has a positive impact on the competitiveness of the store. Research limitations/implications – The impact of investments in security should also be studied from other viewpoints than just retailers. In addition, conceptual and qualitative empirical studies are needed to obtain a clearer understanding of the effectiveness of surveillance in the store environment. Practical implications – The paper shows retailers the linkages between different types of surveillance investments and the sense of security felt among consumers and retail employees. Originality/value – The present research provides empirical evidence on how investments in security are linked to the competitiveness of retail stores.