Situational determinants of enhanced public view monitor (ePVM) noticeability in retail environments: a randomized controlled trial

Abstract

External theft is a pervasive phenomenon, resulting in billions of dollars of lost revenue for US retailers each year (in: Retail Knowledge, Retail Fraud Survey, 2015, Volumatic, Norwich, 2015). As retailer competition continues to stiffen, and profit margins decrease, retail loss practitioners have turned to situational crime prevention (SCP) techniques to proactively mitigate shoplifting. While repeated studies have demonstrated both the efficacy of Enhanced Public View Monitors (ePVMs) for minimizing deviant behavior, and positive return on investment (ROI) for this technology, there has been little research on how situational deployment factors influence the deterrent impact of these technologies. This study examines five situational deployment, or dosing, factors that may influence ePVM efficacy in a retail environment. Our results conclude display height and border color were significant factors influencing noticeability of ePVMs by offenders. Additionally, there was an interaction between display height and sound. Signage and blinking lights were not significant influences on noticeability. Our findings suggest that situational factors are important determinants of security technology noticeability in retail environments.