Ask 10 retailers whether security helps or hurts the customer experience, and you’ll get 10 different answers/ That’s because the honest answer is “both, depending on how it’s done.”
Locked-up merchandise and unfriendly guards can drive shoppers away. But so can a store that feels unsafe, understaffed, or out of control. The data on both sides is worth understanding before you decide what your stores actually need.
The Cost of Doing Nothing Is Real
Retail theft isn’t a marginal problem anymore, and it’s not staying contained to the back office. According to NRF’s “Impact of Retail Theft & Violence” research, retailers reported a 93% increase in the average number of shoplifting incidents in 2023 compared to 2019, with average daily incidents reaching 177 per retailer — and over 1,000 per day in some sectors. That trend has continued: NRF’s 2025 follow-up study found an additional 18% increase in average shoplifting incidents in 2024 versus 2023.
The violence data is even more striking. NRF reports that 73% of retailers say shoplifters have become more aggressive compared to a year earlier, and 91% say aggression has increased since 2019. That’s not an abstract statistic. It directly affects whether employees feel safe coming to work and whether customers feel comfortable shopping.
The customer experience angle here is simple: an unsafe or visibly chaotic store is its own kind of bad customer experience, regardless of how tastefully merchandise is displayed.
When Security Backfires: The Real Downside
Here’s the part retailers don’t always want to admit: heavy-handed security absolutely can hurt the shopping experience, and the same NRF research proves it. According to NRF’s 2024 report, 76% of retailers said that rising theft and violence has forced them to implement security measures that negatively affect the experience of all customers, not just would-be shoplifters. That includes more merchandise locked behind cases, reduced product selection on the floor, shortened store hours, and heavier uniformed security presence.
Anyone who has waited for an employee to unlock a display case for toothpaste or razors knows exactly what this feels like. It signals distrust to the 99% of shoppers who were never going to steal anything, and it adds friction to a transaction that should be simple. Self-checkout theft-prevention measures create similar friction: extra ID checks, more intrusive weight sensors, and slower verification steps all trade a small theft reduction for a worse experience for everyone.
The lesson isn’t “less security.” It’s that the type and visibility of security matter enormously. A locked case says “we don’t trust you.” A friendly, visible guard at the entrance says “we’ve got this handled.” Those are very different messages, even though both are technically “security.”
When Security Improves the Experience
The flip side is just as well documented. A November 2024 consumer survey conducted by LVT (LiveView Technologies) across 2,000 U.S. shoppers found that 71% of respondents said visible security cameras make retail spaces feel safer. Notably, roughly one-third of women reported avoiding in-person shopping altogether because of safety concerns tied to parking lots and store surroundings. That’s not a small effect; that’s lost foot traffic entirely.
The same principle applies to guard presence. A visible, professional, and approachable security officer does several things a locked case can’t:
- Deters theft before it happens, reducing the odds that shoppers witness a confrontation or chaotic incident during their visit
- Provides wayfinding and customer assistance — directions, help locating a manager, support during a store emergency
- Signals that the store is well-managed, which research on shopper perception consistently links to comfort and longer dwell time
- De-escalates situations quickly, preventing a minor incident from becoming the kind of visible disruption that ruins other customers’ visits
This is the core distinction: security guards work with the shopping experience by managing risk in the background, while poorly designed anti-theft measures work against it by inserting friction into every transaction.
Getting the Balance Right
The retailers who get this right tend to follow a few consistent principles:
- Uniformed, visible presence over aggressive confrontation. A guard stationed near the entrance or circulating the floor deters far more shoplifting than confrontational stops of legitimate shoppers — and it does it without a single negative interaction.
- Train for hospitality, not just enforcement. Guards who greet shoppers, offer directions, and de-escalate calmly reinforce a welcoming atmosphere instead of an adversarial one.
- Reserve physical merchandise restrictions for genuinely high-theft categories, not blanket policies that inconvenience every customer for every product.
- Match staffing to actual risk data, not a one-size-fits-all templat. A downtown flagship store, a suburban strip-mall location, and a big-box warehouse format all carry different risk profiles and need different coverage.
Where ALK Global Security Fits
Getting this balance right is exactly what a dedicated retail security partner is for. ALK Global Security Solutions works with national, regional, and local retailers to provide uniformed security guards trained specifically for retail environments — not just to deter theft, but to represent your brand well while doing it.
For retailers managing organized theft rings and high-shrink categories, our loss prevention services combine visible and discreet coverage to reduce losses without turning every customer interaction into an interrogation. And because every retail format carries a different risk profile, our security consulting team starts with an assessment of your specific stores, categories, and customer base before recommending a coverage plan.
Build a Security Plan That Protects Your Store and Customer Experience
The right security approach doesn’t force a choice between safety and hospitality. Request a free quote from ALK Global Security Solutions and let our team build a retail security plan suited to your stores, your customers, and your brand.
Frequently Asked Questions
Does having security guards in a store scare customers away?
Generally, no. The opposite is more often true. Survey data shows a majority of shoppers associate visible security measures like guards and cameras with feeling safer, not less welcome. The exception is when security is handled aggressively or confrontationally, which can make legitimate customers feel surveilled rather than protected.
Do locked cases and anti-theft devices hurt sales?
They can. Locked merchandise adds friction and signals distrust to every shopper, not just would-be thieves, and NRF research confirms most retailers view these measures as a direct trade-off with customer experience. Many retailers reserve locked cases for a narrow set of high-theft categories rather than applying them broadly.
What’s the difference between security that helps and security that hurts customer experience?
Visibility and tone. A friendly, professional, uniformed guard who deters incidents and assists shoppers tends to improve the experience. Restrictive physical barriers, aggressive stops, and blanket suspicion of every customer tend to hurt it, even when they’re technically effective at reducing some theft.
How do I know what level of security is right for my store?
It depends on your location, product mix, foot traffic, and theft history. A professional consultation and site assessment is the most reliable way to build a plan that protects your business without undermining the shopping experience.