Checkpoint Systems recently announced the release of its new IPV enhanced monitor.
This new public display monitor is capable of being interfaced with existing EAS systems. Users can configure the monitor to display marketing messages as well as audible announcements to customers, offering assistance.
The message seems positive, though I feel many people will find the messages harassing, much like the annoying pop-up advertisements that used to plague web browsers everywhere. Messages from public display monitors may be annoying, but that is not the most concerning part about interactive PDMs.
Voice theft alarm
When interfaced with the retailer’s EAS system, the IPV enhanced monitor can display more aggressive messages whenever the EAS system is triggered. In the video example from Checkpoint, a would-be thief triggers the EAS alarm and turns to find his face displayed on a big screen monitor with the words “Stop. Please purchase your items”. At the same time a similar message is played through the monitor’s speaker system. At first this may appear to be a good idea, but that would only be if EAS systems were one hundred percent accurate.
Like any other consumer, I have triggered dozens of EAS alarms — either because a tag was not removed at the register or a box was not scanned properly. Any time it happens I am forced to walk sheepishly back to the cash register to have my merchandise reexamined.
Some of these systems false alarm so regularly that cashiers simply signal for customers to ignore the alarm. I now try to imagine having my image displayed on a public display monitor with the message alongside it to “STOP” and purchase my items before leaving. I cringe at the thought. What Checkpoint might have overlooked is that this message will mostly be displayed to honest customers who have done nothing wrong, and it will embarrass and offend them.
Balanced approach
I speak from experience. A few years ago I created a similar system for a local car dealership.
The system was designed to scare away would-be-thieves from the clients’ rear parking lot out of hours. To deter criminals we installed a speaker system that would alert anyone walking into the lot that it was now closed and to “please leave immediately or the authorities will be dispatched”. The system worked like a charm, until the complaints started rolling in.
Customers were furious they could not browse the lot on a Sunday afternoon when the dealership was closed. Within two weeks the system was modified to only operate during the darkest hours of the night.
Securing retailers can be a fine balance. Unlike other commercial clients (where you secure a facility and the employees inside it from outside threats) in retail applications you are securing store owners against their own customers. To a certain degree every customer is actually a suspect.
You want to prevent shoplifting, but at the same time you do not want to offend honest customers by making them feel distrusted.
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