Relatório nielsen elementos protecćųo seguranća produtos 20092010_en

What is the perception of the Protection &
Security elements of products

September 2010

1

Title of Presentati
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Context

• Checkpoint offers a vast range of security solutions for the retail
industry

• The company wanted to carry out market research with a view to
determining how the consumer perceives the different security
elements

2

Perception of the Protection & Security elements of products

CONTENTS

• Degree of knowledge on product protection & security
systems

• General attitudes relative to product security in shops

• Perception of the different security elements
– Antennas
– Alpha
– Tags (hard tags and soft tags)
– Security messages
– Security personnel

3


1. Degree of knowledge on product
protection & security systems

4

Title of Presentati

Hard Tags are top of mind in terms of security solutions
Keepers and EAS labels are also mentioned frequently in a spontaneous
manner

Top of mind Known Unknown

5


Various security and protection methods are known

Boxes,
Tags (hard)
(greatly associated to clothing) cables/cords/chains

Security personnel
and/or surveillance by video

“Stickers”/”seals”
(placed on the packaging or product)

Activate an alarm whenever someone inadvertently leaves the shop
Requires deactivation or removal at the checkout of the shop
6


1. General attitudes relative to product
security in shops

7


Consumers defend the presence of product Protection &
Security (P&S) elements

• Consumers understand and agree with the use of security devices in
shops, which is justified by the motto “he who owes nothing has
nothing to fear”
– Strengthened by the perception of the greater vulnerability of the
shopkeeper due to the current context of economic crisis
– In a more residual way, there is also the expectation that a shop with a
high level of theft tends to practice higher prices (as a form of
compensation)

• Except in rare cases, the consumer reacts well to the presence of
security elements (antennas, security personnel, alpha solutions,
tags and labels...)
– Being totally indifferent
or
– this may even cause a positive feeling, namely of greater security

8


"I think it's very good that these systems exist. I am 100% in
favour. We all know that 4% to 5% of the goods in hypermarkets
is stolen" (I3)

"I don't see many people stealing, I tend to see open packages,
they tear them to take what's inside. I think it's increasingly
necessary for products to be protected"... life is much more
difficult and the temptation to steal is greater" (I4)

9


There are differences in opinion on the way that security
should be carried out
• For the majority
– It is important for a security system to have a preventive/dissuasive
character rather than punitive.

– Therefore, they tend to value the more visible security elements and
which clearly identify their function (e.g. alpha solutions or "padlock"
EAS labels)
– They are less receptive to the more subtle solutions, intended to
"trick"/"catch" the thief (e.g. barcode or label of origin). Especially if they
are not accompanied by a security message

“The purpose of a security system should be to dissuade
people from stealing rather than be used to catch them”

10


There are differences in opinion on the way that security
should be carried out

• For some
– Security is increasingly more effective the more simulated it is. Therefore, they
defend the use of more discrete and subtle systems since this reduces the risk of
their subversion
– But even in these cases, they tend to consider that the consumer should be
informed that the product contains a security device

• But there are also those who will not assume any position
– They see advantages in both methods

"It should be camouflaged. If someone has the intention to steal, it doesn't make
any difference if it's there or not. For those who want to steal, if it's visible there's
always a way to get round the system... but it's probably actually good if it's
evident, it's intimidating and maybe it might work. It's a bit dubious"( E4)

11


3. Perception of the different security
elements

12


Antennas

13


Zoom in - Antennas
Degree of knowledge and names

• Extremely well known
• Various names are used: "sidebars", "metal detectors", "anti-theft sensors", "security
gates", "barriers", "alarms"…

Attributed utility

• Entrance Antennas:
– Detection of any shoplifting by people who leave the shop without having bought anything
– Detection of products bought in other shops which have not been demagnetised, thus
avoiding problems at the shop exit: “It's also a way of safeguarding us!”

• At the checkout:
– Detection of the taking of any (unpaid) products by people who have made purchases

• However, opinions are divided relative to the coverage of the system
– For some, it detects all types of products (through the barcode)
– For others, it only detects products which have a security device

14


Zoom in - Antennas

Impact on the consumer

In general, Occasionally,
• May cause a feel of discomfort and
• The attitude of the consumer is one of embarrassment
indifference to this equipment – when, e.g., the alarm system is activated
• In some cases, it may create a positive feeling of when someone passes through, for reasons
greater security and protection from the not imputable to that person.
expectation of this being a shop which is .
concerned and invests in security

Relevance attributed

• The presence of this system (albeit with some failings) is considered indispensible in
super/hypermarkets
– The absence of antennas tends to be seen as an "invitation" to shoplifting: “Opportunity makes thieves”
– They cannot imagine these shopping areas without this system unless there is an alternative system

15


“Insupermarkets at each checkout there's a detector to
ensure that the person shows all the products. I have seen
people passing things along the ground with their feet. At
the access doors there's also an exit for people who have “Sometimes they don't demagnetise the products
not bought anything to see if the person is leaving with properly and when we enter another shop it makes
hidden products” (I1) a sound, everyone stares, we have to show our
receipts... these situations are unpleasant and
“At the exit it's easily understood, should anyone want to embarrassing... sometimes they put on more than
take something without paying he stops there, it's detected one tag and at the checkout they only
there with the sound signal of the antennas. The entrance demagnetise one” (I1)
one is to prevent purchases made in other shops where
they have forgotten to deactivate the alarm.. the security “Sometimes it's annoying... It has happened to me
personnel identify this situation immediately at the entrance that the product didn't get demagnetised and when
and avoid embarrassing situations at the shop exit” (I13) I entered another shop it made a sound” (I4)

“It doesn't bother me and makes perfect sense, because “Doesn't affect me. I don't even look. They have to
they need to defend themselves somehow and I also feel be there. It's only annoying when it makes a
more secure because if they have a security system against sound. Nor does it affect the aesthetics of the
the theft of their own articles, then I also feel that no-one is place. They are usually white” (I12)
going to enter the shop with the intention of robbing other
people, they know that there are security systems and if
they have them for that then they also have them for other
things, video surveillance and such like” (I12)

“They are necessary. It doesn't affect me but if they were to
no longer exist I would imagine that from then on there
would be a party.” (I3)
16


Alpha

17


Zoom in – Range of Alpha solutions
Degree of knowledge

• The Keeper is the best known solution of the range of alpha products, followed by the Spider.
Bottle Caps are the least well known

Generally perceived in a positive manner. Various
advantages are associated to it:

• Very effective
– Difficult to “violate”
– The difficulty of the actual cashiers in removing the equipment reinforces this
perception

• Conveys confidence
– Suggests the idea of a secure/intact product

• Does not hinder reading the information

• Does not harm the product (does not damage the product or its appearance
(removed at the checkout)

• There is no risk of them forgetting to remove the equipment (and creating
future embarrassing situations)
18


Zoom in – Range of Alpha solutions

• The keeper appears to be the most critical element of the range, and
may affect the intention to purchase (for certain products )
– Due to preventing contact and/or investigation of the product
– Due to suggesting a product with a higher price

19


Zoom in – Keepers

• Greatly associated to:
– Multimedia products (DVDs, CDs, games…) and mobile telephones
• More occasionally to:
– Books and some major consumer products (e.g. "Gillette", "Caldos Knorr", batteries)

• Raises different perceptions
– Less receptivity for products where the sensory characteristics are determinant in
the purchase decision-making process (as is the case of cosmetic products)

< Receptivity
(whether by type of product or
format/size of the actual box)

“In a film, a CD it doesn't bother me at all. Now here (cosmetic product) I would
think : but why is it inside a box? With these products you always want to see
more information, you have to read it, know what it does. In order to read here, I
have to find a specific position of the box because of the light... the writing is
small and inside it's further away” (I14)
20


Zoom in – Keepers

• Different perceptions:

• Conveys confidence • However, the keeper is criticised by some
– secure product/which has not been violated interviewees, namely:
– Does not allow contact with the product
– Hinders reading the information
• They consider that most of the keepers, because – Suggests a more expensive product
they are totally transparent, do not hinder the
visibility of the product and reading of relevant
information
– Some boxes even allow contact with the product
(window). An aspect which could be irrelevant e.g. for a
CD but is valued for a mobile telephone

• Does not affect the purchase intention • Could inhibit the purchase

< receptivity
21


“The boxes are opened, they give us the product and that's it. Sometimes the sticker
doesn't permit seeing the full description of the film. The box is more secure because
cellophane can be removed, while a box can't be opened” (I3)

“I have seen it on DVDs and CDs. I think it's great. Greatly protects the product
because people love opening and touching… Doesn't let people open and damage the
product. E.g. ink cartridges for printers, if people were to open it, take a look and so on
this could damage the product” (I4)

“In this case (DVD) the windows are irrelevant, but if it's a mobile telephone it really is
important because I like to see and touch, it will be held in my hand (I4)

“Now this gives me confidence. It's protected It's a guarantee that the product has not
been used. I have seen people opening perfumes and putting it on” (I5)

“I can't see any problems. We can see the product, read everything, they are
transparent, don't prevent anything... sometimes we want to see the information
behind and it's not possible... as for the stickers, they are frequently in the wrong place
and you can't read it any more, that has happened to me with CDs” (I10).

22


“Here, I think it's more to protect the product… so that the box isn't broken into. Sometimes they
are expensive products and people are not aware and open the box and are capable of trying it
out on their skin... Not being able to touch the product doesn't bother me provided that I can
read what's on the packaging, which you can here.” (I1)

“These boxes for CDs, DVDs, mobile telephones, pens… doesn't bother me. E.g. in the case of
a CD, you more or less know what the CD is, it's just a question of seeing the tracks. Now with
hair, facial, body products we want to see the composition, ingredients, instructions... I am a bit
suspect because I really like reading everything... I also like to touch, smell... with these boxes
it's not possible to do that. I would have to ask to be able to read it... I don't think I would take it”
(I9)

“With games and DVDs the box isn't a problem, either I buy it because I already know it or I
see the cover and I like the title, it has the basic description. The same with games, no-one
buys them without a reference. Now with this product for hair it's "different. If I went shopping
and saw the box I would associate it to being expensive. I think you can read it fine, the only
thing is that it gives the idea that it's more expensive” (I3)

[hair product] “If I were to see this product in a supermarket I would think it would be more
expensive because it has this protection, I would look for a cheaper one” (I5)

[hair product] “This box is too big, it's a bit disproportional. It looks like something is missing...
and it makes it more difficult to see what's written on the box” (I7)

23


Zoom in – Spider
• Associated to products:
– of some size and/or with various articles (e.g. games, computer equipment, toys,
Playstation, televisions, etc.)

In general,
Occasionally,
• Has an impact/attracts attention, in spite of:
– The protective function possibly overwhelming the security
function (some only understand that this is a security • Some consider it too ostentatious and
device when they see the word “alarm”) “aggressive”. In these cases, it can cause
a more negative reaction, a certain
• Perceived as very effective: discomfort
– This attitude is enhanced when they think of
– Very visible - Strong dissuasive effect
a whole array of products in the shop with
– Difficult to “violate” this type of protection
– Some, however, have an opposite perception – “all you
have to do is cut the cords with pliers” • The fact that it does not allow contact with
the product can be a disadvantage
• Conveys confidence – This situation can be overcome by the
– Suggests the idea of a secure product (which has not been existence of one product on display and the
opened or "touched") willingness of the cashier to check the
product at the time of payment

• Does not interfere with the purchase
intention 24


“Ithink it's good because the product is protected and “.Now this product (Guitar Hero) is more complicated
that gives me confidence. Like this people can't touch it” because I don't know what is inside just from the
(I6) picture. I don't know if it's plastic or wood. E.g. I will not
buy a shaving machine unless I see it even if the same
“It doesn't bother me at all. It's removed at the checkout, one is on display. I don't trust that the box will have all
undamaged” (I1) the equipment, I open it to check... There are products
which are complicated to buy without seeing, even if
“I don't think anyone would dare to take a product with they have them on display, e.g. products which have
this (spider). It's difficult to take it without being seen” various items or with specific things” (I3)
(I3)

“I think it's a good solution. For me, it's also a guarantee
that it hasn't been opened or that any piece is missing.
It's a guarantee that the product is in a good state” (I11)

“I think it's a good solution, it doesn't damage the box,
everything can be read and it's secure” (I9)

“It's ugly but it's a great protection... so that the product
isn't taken outside the shop and pieces are not from
inside it... which happens sometimes. The kids ruin 1
piece at home and then go off to get another” (I10)

25


Zoom in – Bottle Cap

• The solution presented tends to be unknown
– They are more familiar with other solutions (e.g. bottle tag)

• Has an impact/attracts attention and is aesthetically appealing
– The security benefit may, however, go unnoticed

• Valorises/benefits the product
– Which in a wine can be an advantage

• Effective:
– Difficult to “violate”
– Dissuasive

• Conveys confidence
– Suggests the idea of a secure product (which has not been "violated")

• Does not interfere with the purchase 26
intention


“I
prefer it like this, more discreet. Continues to be visible... it's attractive to look at. I have never
noticed it. It's cute, it's a different cork, it doesn't affect the beauty of the product” (I7)

“This one is very attractive. You can see it's a security system but it doesn't harm the aesthetics of
the product. It's discreet, classic” (I10)

“I didn't know this one. I have seen a plastic alarm with a steel cord. This one is more attractive.”
(I11)

“I think it's important to have the word alarm. If this one didn’t have it written here I would probably
wonder what it was. I know there are bottles with those alarms used on clothing” (I13)

“This one doesn't affect me in the least, tells me it's a good wine, otherwise it wouldn't have this. I
can read everything on the bottle” (I14)

27


Security
Tags

28


Zoom in – Hard Tags

• This is the security system most referred to in a spontaneous way
– Greatly associated to clothing and to the major chains (Zara, Massimo Dutti, H&M,…)

• Clearly understand the reason for its • Perceive some failings:
use. Protection of the product – Might damage the article of clothing
against possible theft – Not very practical/functional
– Might create difficulties when trying on the product
• Consider that it is an effective BUT… (articles of clothing, shoes,…), requiring the help of
the shop assistant
system
– Difficult to remove (requires specific • Some perceive advantages only for the
equipment)
shopkeeper
– In contrast to the Alpha system which they perceive also has
advantages for the consumer (protection of the product)

• Does not affect the purchase intention
• Only in very occasional cases could it prevent the purchase
29


“Ithink it is effective but very annoying, because in order to try it on, sometimes you
have to go to the counter and ask them to remove it. This is more at the level of the
hypermarkets. E.g. I went to Outlet and I had to ask them to remove it so that I could
try it on” (I3)

“They might damage the clothing, the pin could tear the fabric or deform it... it's a
bother even to try on the clothing. Sometimes they are in places which make it
impossible to try it on” (I1)

“If it's a fine blouse it could leave a hole... then I think twice about it because I have
seen them take it out of the box and it's no longer perfect. If you don't notice...
Having the tag inside is a good alternative” (I7)

“It's unpleasant because sometimes it's in a place which makes it impossible to try
on the clothing. E.g. trousers with belts, they put it in the hole where the belt goes”
(I10)

30


Zoom in – Soft Tags

• The labels which are most associated protection & security are:

• Associated products:
• Associated products: – Clothing
– DVDs, CDs – Found with the other labels
– Games – Perfumes (normally placed inside the
– Books packaging)
– Condoms
– Cosmetics (Varnishes, perfumes,…) • Might coexist with hard tags (in the case of
– Clothing (inside) clothing)
– Increases effectiveness

31


• Product samples presented

32


The "padlock" and "circuit (US)" labels are the ones most
easily identified by the consumers
Greatest difficulty for labels of origin and barcode

• Do not know the symbol by decode its meaning immediately
• Although they do not really know how it works:
• For some, the label is the actual security device
• For others, it is only used to detect the presence of a security device on the article

• Most do not associate the barcode to security.
– Perceived as the product's identification code (its type, price, etc.)
• Only occasionally do they make this connection

• Some remain doubtful
“Products must have a barcode because of the prices. I don't know if it also sounds off when the
article is not paid for”

• When shown samples, most manage to identify the security device (by its format and relief)
– However, they admit that in a normal shopping situation they would not notice it (they might not
think it strange to find two codes. They are interpreted as the purchase code and sale code of the
product)

• In general, when shown samples, they do not manage (or find it difficult) to identify the security device
• They are surprised by the craftiness (Gin bottle)

33


Tend to be more in favour of more explicit solutions, i.e. with a
more preventive/dissuasive vs. punitive character

+
“Obvious”

“Simulated”

34


The “padlock” is the preferred label
More consistent with the security strategy they defend

• Attracts attention/has an impact

• Clearly communicates the product protection and security function.
Contributing towards this is the:
– Colour code used; “padlock” symbol and reference to “Security
Protected” and the actual size

Very strong dissuasive effect

“If someone had intended to steal, after seeing
this he/she would give up, and there will be no
unpleasant situations for anyone” (I12) 35


“Iprefer these more visible systems. I am also a salesperson and I have no interest in
people coming into my shop and thinking that it's easy to steal. I am more interested in
people entering and seeing that there is an alarm and not touching or taking anything”
(I12)

“ This yellow is very explicit. This silver colour, e.g. if it's a rebellious 12 year-old, he will
not even know this is an alarm. If he sees yellow he will know, it's more dissuasive” (I11)

This yellow is the best. It's very perceptible, warns, doesn't bother me unless it's for a
gift” (I4)

“I prefer the yellow over the one on the gin bottle. At a 1st glance he might want to steal
the bottle and it would be detected immediately. But he would always tend to steal and
so the preventive and educational character is important. The gin one really is to catch
people and that is bad” (I6)

36


However, the security label system has some fragilities…

• Vulnerability in terms of effectiveness→ Perception that it is easy to
remove the label and/or take the product without the packaging
– labels that are, e.g. on top of the cellophane cover: “All you have to do is tear
the paper and take it”
– containers without any type of protection: “All you have to do is open the container and
take the product”
– expectation of easy unsticking

- (+)

Versus e.g.…

“This varnish (Cibelle) is very well done. It's
inside the container, doesn't cover information,
it's easy, discreet, has advantages”

37


The security label system has some fragilities…

• Might hinder the reading of important
messages

• Compromises the aesthetics of the
product/packaging
– This aspect is increasingly relevant for products
offered as gifts (perfume, car, case)

-
-

The place where the symbol or message is applied on the packaging is critical
38


Main Strengths and Weaknesses of EAS labels…

Labels of origin

• Based on the punitive • Based on the dissuasion
aspect aspect

• > Effectiveness –difficult
• > Vulnerability
to “violate” • Might affect the purchase
• Does not interfere in the
intention
purchase process

39


“The clothing alarm should be effective, it's attached to the clothing. The box (keeper) is efficient as well, it's
impossible to open. The sticker is probably the easiest to remove. ” (I2)

“I don't like this system (labels). They cover the information. If you want to keep the box either it stays with the
alarm or the box is damaged. Stickers only if on the cellophane cover, not on the box. And it also blocks
reading... I have already decided not to buy, e.g. a CD because I could not read the tracks”(I1)

“The cream has a label on top of the ingredients... labels which hinder reading are not advisable... the puzzle
has the same system except that it's on top of the cellophane, which can be torn and taken all the same” (I3)

“I don't like this (Organics), because then I end up with this product at home with the alarm. I had never seen the
actual flask... it can also spoil the packaging. Must be only on the cover. The perfume, the car, the case... these
are things we might offer as gifts, they should have another system. Now Olay is not a product offered as a gift,
so it doesn't bother me as much” (I4)

40


For some interviewees, the ideal label/tag solution might
involve the combination of 2 different strategies:

Explicit/ Simulated
perceptive

• Inhibit potential thieves
• Capture the
prevaricators and/or
“professionals”

41


Security
Messages Our products are protected
electronically

Our products are protected
electronically

42


It is unusual to see messages on the electronic protection of
articles in shops
In general, they argue that the consumers should be
informed that the products contain a security tag/label

• Preferably through the presence of a symbol or message on the
actual packaging (similar to the "padlock" symbol)
– Greater persuasive power - with impact, credible and strong
dissuasive effect

• Which does not invalidate the presence of messages in the
shop (e.g. placed on the shelf) but always in a complementary
manner
– On its own, they consider that it would not be very persuasive -
would easily go unnoticed and not very credible
Our products are protected Our products are protected
electronically electronically
43


“Ifa person were only to see this message in the shop he might even think that there's nothing and it's just to
intimidate. I think it's also important to be on the products”. ” (I9)

“If I wanted to steal and I entered a shop and saw that, I would pick up the container with the barcode, and I
would think it was a lie and I take it. If I were to see the yellow then I wouldn't risk it” (I12)

“If I were a thief it might inhibit me a little, hold on the products are all protected. But I might also think, this is
only a message to intimidate, because in reality it's probably not true, do all the products have an alarm? I would
go and see if they did or not” (I13)

44


It is unusual to see messages on the electronic protection of
articles in shops

Only occasionally do they defend the use of simulated
strategies without any warning to the consumer

“For me, a sticker is insufficient. It would have to have another one hidden. I
would not place the warning. This bottle is perfect. It would really be to get
him, for the thief to be caught without understanding how he got caught...
they always have ways to get round the protection”(I13)

45


Security
personnel

46


Zoom in – Security personnel

• They associate the presence of security personnel
• To the major chains (Zara, H&M, etc.)
• To hyper and supermarkets (Continente, Pingo Doce, Jumbo, etc.)

• Usually at the shop entrance
• More rarely inside the shop (doing rounds)

47


Zoom in – Security personnel

Role & function

• SURVEILLANCE AND DISSUASION:
• Preventing the action of thieves and delinquents in shops

And if necessary…

• INTERVENING, namely:
– When the alarm sounds: they inspect bags, check the More
receipt/invoice frequent
– Upon the entrance of people into the shop with bags: -
sealing of the bag

– In situations of effective theft - holding the thief Less
– In the presence of problems. frequent

• Providing INFORMATION

48


“Surveillance,ensuring security, finding people who go there to take products without paying and holding
these people.... I think it's good, I feel more secure” (I5)

“I have never seen the security personnel catch a person who has stolen. But when the alarm sounds from
those barriers at the shop entrance and exit, I have seen the security personnel look inside the bag of a
person to check what sent it off, the receipt. But normally it's a mistake, something which has not been
demagnetised” (I11)

“Protect the shop from an assault... if the alarm sounds the person presents the invoice or if he hasn't bought
anything shows what's inside the bag” (I1)

“They are carrying out surveillance, if there's any problem they are there” (I2)

“It's to prevent people from stealing and if there are any problems, any confusion with a customer. Obviously if
they see someone putting something into their pocket, they act” (I3)”

“It's like the policemen walking around the streets... it's to prevent stealing” (I8)

49


The security personnel give rise to different
reactions in the shopper
Prevalence of a positive attitude or of indifference

POSITIVE INDIFFERENCE NEGATIVE

• Promotes a feeling of • Perceive this can only be • Feel
security advantageous to the shop and its intimidated/embarrassed
employees

• Attribute power and autonomy to
act/react in critical situations

“I feel protected. For example, there's a
Pingo Doce where I go and if it didn't have “It bothers me. It's a bit
security personnel it would be a confusion. “I am indifferent to it. The
Lots of gypsies go there” employees might feel more embarrassing. I feel that I am
protected” being observed. E.g. I open my
handbag to answer the
“It doesn't affect me at all, it actually makes telephone and they
“It's more to protect the shop immediately start looking at
me feel more secure. If there's a problem it
might help. I don't know what powers they from shoplifting. They mainly me”
have, they probably have to call the police, offer surveillance, they don't
but it still provides security. It's like seeing have any authority. What I trust
a policeman on the street…” is the PSP or GNR””

50


The security personnel give rise to different reactions in the
shopper
Prevalence of an attitude of indifference

The attitude and position of the security personnel at the store might also
influence the consumer, either positively or negatively:
“For example, if I am in the corridor looking at a product and I suddenly see a
security personnel member looking... now that upsets me, it's as if he is doubting
me. But if he's at the shop entrance or exit, that's no problem at all

51


Perception of the different security elements in two key
aspects
High (+) Dissuasion Strategy

(-) Punitive Strategy
Impact on the Intention to Purchase

Dissuasion
potential but
easy to
violate

electronically
electronically Difficult to
violate +
Low

Dissuasion
potential

Low High
Effectiveness
52


Summary conclusions

53


The consumer shows some knowledge of the category

• Knows various security elements
– Hard tags, Keepers and some EAS labels (silver coloured circuit) are the
most quoted in a spontaneous way

• Distinguishes two security strategies used:
– More visible/explicit vs. more subtle

• Tends to defend the more preventive and educational aspect, i.e.
based on dissuasion rather then punishment
– Therefore, they tend to value the more visible security elements and which clearly
identify their function (e.g. alpha solutions or "padlock" EAS labels)
– They are less receptive to the more subtle solutions, intended to "trick"/"catch" the
thief (e.g. barcode or label of origin. Especially if they are not accompanied by a
security message)

54


The consumer is favourable and reacts well to the different
security and protection elements of shops
However, there are some exceptions

• ANTENNAS
– Seen as useful, and in general, do not have a negative effect on the
consumer
– Except in particular situations where the alarm system is activated
when someone passes through, for reasons not imputable to that
person. In these cases, it might cause feelings of discomfort and
embarrassment

– They cannot imagine a shopping area without this equipment

55



• ALPHA Range
– Generally perceived in a positive manner and does not have a negative impact on the
consumer.
– Very effective/difficult to “violate”
– Conveys confidence (suggests the idea of an intact product)
– Does not hinder reading the information
– Does not harm the product: does not damage the product or its appearance (removed at the
checkout)
– There is no risk of them forgetting to remove the equipment (creating embarrassing situations at
the shop exit)

– The keeper (large format) appears to be the most critical security element of the Alpha range
of solutions, and may intimidate and/or inhibit the consumer during the purchase act. The
reasons noted are related to:
– Overly ostentatious appearance
– Suggests a more expensive product
– Hinders reading the information
– Does not allow contact/handling of the product

• Occasionally, this type of solution, due to its overly ostentatious character, might cause a more
negative reaction, a certain discomfort
– Especially when consumers think of a whole array of products in the shop with this type of protection
(mainly for Spider and Keeper (Large Format)
56



• Hard tags
– Recognise the importance and usefulness of this type of
protection, however, they make some criticisms:
– Not very practical/functional – might create difficulties when
trying articles on
– Might damage the article of clothing

• EAS labels
– Tend to be more in favour of the more explicit/perceptible labels,
i.e., with a more preventive/dissuasive character
– Hence explaining the preference for the "padlock" label vs.
label of origin and barcode
57


The EAS labels system have some fragilities
compared with the alpha range

– They are more vulnerable in terms of effectiveness
– perception that it is easy to remove the label and/or take the
product without the packaging Self-
– some even expect that it will be easy to unstick adhesive
labels

– Might interfere in the consumer's decision-making process
– some labels cover relevant information

– Might also compromises the aesthetics of the product/packaging
(remain even after the product has been bought)
– This aspect is increasingly relevant for products offered as gifts

58


It’s important to communicate / inform consumers about the
presence of the EAS labels on products

• Preferably through the presence of a symbol or message on the actual packaging (similar
to the "padlock" symbol)
– They consider that the message on the shelf easily goes unnoticed and is not very credible
– The place where the symbol or message is applied on the packaging is critical

– It should not cover information (composition of the product, instructions, expiry dates, etc.)
– It should not alter the aesthetics of the product/packaging
– It should not compromise the visual attractiveness of the shelf

– Suggest placing it on the least visible part of the container (e.g. on the underside of the container)

• However, some consider that there is no easy solution to implement:
– On the one hand, can not imagine a store with a symbol / security message for all products by the
expectation of becoming visually very tiring
– On the other hand, if restricted to certain products, consider that the other will become very
vulnerable

59


There is no ideal solution for product protection and security

The "ideal" solution seems to vary according to factors
such as…

• Purpose of the product • Size of the product
if it's for personal use or not 1 or more articles
in products for personal use, contact/handling is increasingly in products with various articles the
important in the purchase act. The fact that the product is protection component of the device
inside a keeper might be a factor inhibiting the purchase becomes important (as is the case of
the alpha solutions)

• Value • Risk of theft
low vs. high price High vs. low risk
in products of low value security in products with high risk of theft,
elements perceived as too devices with a higher security
ostentatious and expensive are level are justified (e.g., alpha
not justified ( as is the case of solutions)
the alpha solutions)

• Purpose of the purchase
gift vs. own use
(consumers are more demanding with products which may be used
as gifts due to the aesthetics of the product/packaging (e.g. can
reject containers with self-adhesive labels) 60


Design of the Study

61


Target and Methodology

Target Methodology
• Both genders • Qualitative
• Aged between 25-55 years • Holding of 14 in-depth
• Persons responsible for the Individual Interviews
shopping related to the home
and clothing

Segmentation of the Interviews
WOMEN MEN
25-39 YOS 40-55 YOS 25-39 YOS 40-55 YOS
4 Int 4 Int 3 Int 3 Int

8 Int 6 Int

62


Interview Script

Interview script

63


Creating Clarity

64

Title of Presentati

Relatório nielsen elementos protecćųo seguranća produtos 20092010_en

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