with years in the retail business I know we can do better. We must
Racial profiling in retail is real and alive. The time is now, let's fix this.
"...why am I being followed, why am I being shadowed, why am I not being greeted or provided a consistent level of customer service?"
What makes someone like me look like a potential shoplifter? Is it because I am a black man; I wear glasses; I have gray hair; or that I exhibit behaviors that make me suspicious? Maybe, it is simply because black, brown, and Indigenous people are regularly perceived with undeserved malintent and targeted as potential shoplifters. Whatever the reason, one thing remains statistically true − black and brown people of color are more likely to be subjected to racial profiling while simply trying to shop.
THE QUESTION: WHY ME, OR WHY US?
I am sure people of color ask themselves this question frequently, why am I being followed, why am I being shadowed, why am I not being greeted or provided a consistent level of customer service? Racial profiling is real and alive.
In an ACLU article racial profiling is defined as the discriminatory practice of targeting individuals for suspicion of crime based upon the individual's race, ethnicity, religion, or national origin. A Vogue Business article on "How to Combat Racism in Stores" stated that 14% of black adults report that they have received worse service than other people at retailers or restaurants, compared with 4% of Asian adults, 4% of Hispanic adults, and 2% of white adults, Gallup found. and yet black Shoppers represent a majority customer base with growing influence: black buying power in the US was $1.4 trillion in 2019, and is slated to grow to $1.8 trillion by 2024, according to Nielsen outpacing growth in white spending.
Customers do understand the need for stores to protect product and assets. It keeps prices down, allows businesses to offer more product selection, and to build more stores while remaining competitive. However, black and brown consumers have the same expectations as white consumers. We want to shop in a clean, neat, and organized store while receiving the same level of legendary service as any other customer would experience. This includes a friendly greeting, an offer to help, a well-placed suggestion regarding products or offerings. All of this should be done without profiling, without assumption, and misperception.
Yet, racial profiling continues to happen in retail. For people of color the experience seems to be the same regardless of economic or social status − whether rich, middle class, or poor. There seems to be a continual disconnect between the retailer's policy, procedures and training. This is supported by a 2017 Case Western Study which found that 80% of the studied African American shoppers in the New York City area reported experiencing racial stigma and stereotypes. The study indicated when shopping, 59% reported being perceived as a shoplifter and 52% said they received poor or no service.
Consumer racial profiling is an old problem that requires major focus. There is a real need for actionable solutions that must be driven by store leadership in partnership with operations, loss prevention and HR to galvanize their efforts to move to eliminate consumer racial profiling. Racial profiling has caused a negative impact on the growing multicultural customer base year after year. The psychological strain is real and creates uncomfortable shopping experiences and feelings for people of color and no one should have to endure these unwanted situations because of their race.
Loss Prevention Magazine's What We Can Do About Racial Profiling in Retail Stores provides some ideas on where to start, suggesting that retailers institute race-neutral criteria for monitoring shoppers to ensure a welcoming environment. They also advocate zero tolerance for violations of the neutral monitoring criteria.
There is a lot of work to do. Regardless of policy, procedure and intent - racial profiling still happens on a regular basis in stores across the country. There are improvements that have been made by some retailers. However, some of the improvements have been born directly from adverse situations stemming from racial profiling.
It is hard to look anywhere and not see legal actions that have been created as a result of racial bias, discrimination, and bad stops. Note: bad stops are when shoppers are detained even though they have done nothing wrong − ultimately leading to a failed customer experience and potentially lasting damage to the retailer’s brand.
Let's learn from each other. Let's learn from other members of our retail family and community. Let's share the successes. Let's share the opportunities to change, and shift our thinking to be even better than ever before. When we really want to make change and shift our thinking to do the right thing, for the right reason, and for the reasons that we know are good for our entire customer base, then our internal culture will positively affect our external imagery so that the two will merge and be truly representative of who we are as retailers.
Retailers talk about the customer experience: how to treat, greet, and engage with the customer. Now is the time to ask your customer whether you are actually achieving your customer experience objectives. Do you know how your customers really feel with regard to fairness, friendliness, dignity, and comfort? Focus groups can be an opportunity to really gain an in-depth understanding.
Another important step is to include sensitivity or unconscious bias training as a way to eliminate discriminatory behaviors, while also focusing on diversity and Inclusion training. Let's allow facts to drive the decisions that are made around protection of company assets, not misperceptions, bias and misguided policies.
I have lived and worked in retail for years, and I love it today as much as I did the first day. It is my passion and my joy, and because it means so much to me, I encourage retailers to execute at the highest level. This is an industry filled with dedicated professionals of all backgrounds. By putting in the work to end the practice of racial profiling now, we can rebuild the industry in line with our image and intentions.
Retail touches all of us and has the unique ability to change. Your voice is needed. Join The MAS Project and share your thoughts and perspective by leaving a comment.
About the author: Co founder of the MAS Project, Aubrey Avery Jr. has over 40 years experience with some of the Nation's most beloved retailers. His love and passion for retail has always been about assisting individuals and companies be their best; and sharing his knowledge on how to get there. His smile is contagious and his motivation is focused on being an agent of change: to enhance total performance both for people and business. Simply put, retail is his chocolate cake and ice cream.
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