More Than a Quarter of Shoppers Likely to Avoid Products Kept Under Lock and Key

The trend of retailers locking up merchandise is increasingly impacting shopper behavior, according to a new survey by data analytics firm Numerator. Here are the key findings from the survey:

1. Prevalence of Locked-Up Merchandise: Approximately 60% of shoppers have regularly observed items locked up in stores, with 28% reporting this occurrence every time they visit a store.
2. Types of Retailers: Mass merchandise retailers and drugstores are most affected by this trend, with 68% and 62% of shoppers, respectively, noting locked-up items. In contrast, grocery stores had a significantly lower rate at 31%, and dollar stores reported only 18%.
3. Retailer Assistance: Among the stores where merchandise is locked up, CVS received the highest net rating for ease of assistance at +16%. Walgreens and Target followed closely with +12%, while Walmart had the lowest rating at -13%.
4. Commonly Locked Items: Electronics were the most frequently locked-up items (58%). However, items typically found in grocery and pharmacy settings also featured prominently: 38% of shoppers saw over-the-counter medications locked, 34% observed personal hygiene products, and 33% noted makeup and cosmetics.
5. Shopper Reactions: The practice of locking up items can deter shoppers, with over a quarter (17%) indicating they would switch retailers if they had to wait for access to locked merchandise. While many (62%) typically wait for assistance when encountering locked-up items, some opt to order online (9%) or abandon the purchase entirely (10%). Product type influences patience; for example, 53% of shoppers would wait for bath and body products, while 57% would wait for personal hygiene items.

The findings suggest that while locking up merchandise can help retailers combat theft, it may also alienate customers who prioritize convenience and ease of access. Retailers will need to balance loss prevention strategies with customer service to maintain shopper loyalty.