Shoplifting costs Jumbo 100 million per year. The supermarket chain has been taking extra measures since last week. “I was shocked for a moment. I thought: I just hope I scanned everything correctly.”
At most Jumbos she stands at the entrance: the cardboard policeman with the long blond hair who warns of a fine of 181 euros in case of theft. She laughs but her eyebrows are raised menacingly.
Matthijs Mulder from Jumbo Mulder in Beilen placed her at the back of the store, near the self-checkouts. Threatening with a fine immediately upon arrival does not feel very hospitable. “And besides, we are not in The Hague or Amsterdam. It’s not that bad here.”
Stolen for 100 million euros
Supermarket chain Jumbo has introduced extra measures against shoplifting this week. More camera surveillance, more and ‘smarter’ random checks, warning signs. Necessary, says Jumbo, which announced in January that it was losing 100 million euros per year due to theft.
“How do you get it into your head?” Karin is shopping at Jumbo Beilen with her daughter and has just been checked with a random sample at the self-checkouts. “I’m surprised that so many people apparently do it. I saw about those measures on the news and thought: now I will be checked. And indeed. But I think it’s fine.”
She had completely missed the cardboard agent next to the self-checkout counters. Does she think something like that will help? “No.”
Jumbo throws a bat into the chicken coop
Jumbo takes rational and emotional measures, explains brand and retail expert Paul Moers. “The technology is rational, such as using artificial intelligence to detect deviating customer behavior. It is emotional to convey the message: if we catch you, we will report you to the police. And Jumbo also comes with a kind of adventure wheel: customers who are checked and have everything in order can spin it and receive a gift. Good behavior should also be rewarded.”
It’s sad that it is necessary, says Moers. “If 100 million is being stolen, this must be stopped. It is the degradation of society. Jumbo is now throwing the ball into the woods. Other supermarkets are keeping quiet, while they should actually join in. Everyone has the same problems.”
‘Customers think it’s normal for you to act’
Jumbo wanted to stimulate social discussion by announcing the theft figures. “Well, we succeeded,” laughs Mulder. “It’s only about that.” Yet he does not think that customers will be bothered by the extra checks and threatening signs. “Well-intentioned customers think it is only normal.”
Theft is less common in Beilen than in large cities, for example, but every now and then random samples come across unscanned products. “It could be a mistake, but if you make a mistake twice you will be banned from self-scanning.” Another advantage compared to the big city: in a village you can still remember the faces of those with such a ban.
Gift for good behavior
Even though self-checkouts make shopping more anonymous, there is still plenty of social control in Beilen. “I come here regularly,” says Wilma, who does the weekend shopping with her father. “You know people, people know you. You’re definitely not going to steal here anytime soon.”
A cardboard agent probably has less effect than the eyes of someone you know. Yet customer Peter was still shocked by her and especially the amount of the fine. “I thought: I just hope I scanned everything correctly.”
The agent has been given her spot, but Matthijs Mulder is less interested in the ‘Jumbo Win Wheel’ that good customers can spin for a gift. “It feels a bit like the world upside down: rewarding people who have done well. That should be normal.”