in LPRC Reports

Customer Interview Report Signage Hayes Tallman 2010

Introduction
In addition to the quantitative analysis of the impact of various product protection interventions on shrink and sales in Home Depot stores, the LPRC research team conducted a series of interviews with store customers to obtain their perceptions of the interventions.
The purpose of the customer interviews is to better understand awareness of each intervention; reaction to the interventions; interest in using the interventions so that products can be maintained in open displays (rather than kept locked or behind the counter); the impact of the interventions on willingness to purchase products; and, the impact of the interventions on perceptions of safety in the store.
Results: Customer Interviews on Signage
The following sections present detailed results of 26 interviews conducted with customers on-site at a location featuring special signage indicating that electronic theft protection is in use.