Effective Crowd Management: Guidelines on how to maintain the safety and security of your customers, employees and store

As retailers are preparing for this year’s holiday season, several incidents are fresh in their minds, including last year’s Black Friday trampling at a Wal-Mart store in Valley Stream, NY.

Just weeks after the holiday season, a $175 million class action settlement tasked retailers with distributing cosmetics in their stores. The distribution occurred in approximately 2,000 U.S. department stores in 1,200 shopping centers, and the affected department stores began preparations by discussing general guidelines and protocols to follow. As a result of the pre-planning and communication, no significant issues occurred during the mass distribution of the products.

In more recent history, two events in October 2009 also caused mayhem at retail locations.

In the first case, Dwight Howard from the Orlando Magic NBA basketball team started a scavenger hunt with thousands of his fans using the popular social networking site, Twitter. Howard, who is featured on the cover of NBA Live 2010, a basketball video game, said he would give away copies of the game to the first five people that showed up to meet him at a local GameStop. Howard proceeded to give clues online leading fans to the store and overwhelmed the employees working that morning.

A little over a week later, a woman who claimed she won $1.5 million in the lottery offered to buy clothes for customers at a Burlington Coat Factory store in Ohio. When she did not follow through on her promise, she caused a riot in the store. According to law enforcement officials, when shoppers found out the whole thing was a hoax, they became enraged, threw merchandise around, looted the store and left it in total disarray.

While planned events like Black Friday and special entertainment give retailers plenty of time to plan and train for a flawless event, retailers must consistently work to prepare for the unexpected events that inevitably occur.

The purpose of this white paper is to provide guidelines and considerations for retailers and mall management officials when planning special events, including Black Friday and promotional sales.

Section 2: Promotional/Holiday Sales, Special Events

The challenging economy has caused retailers and consumers alike to be very resourceful. As shoppers continue to seek great deals, retailers are increasingly using special events and promotions to drive traffic to their stores. Increased frequency of these events, special markdowns, historically low discounts and increased celebrity status are attracting larger crowds to malls and stores. Some of these events include:

Retailers are not the only ones hosting special sales and events. Mall management and property development companies are also courting shoppers by hosting events in their locations. While these events drive traffic that may benefit retailers, they require additional preparation and communication. Pre-planning requires multiple resources and several departments including loss prevention, operations, merchandising and marketing.

The amount of additional resources and pre-planning is subjective, as special events can attract as few as 10 people to as many as tens of thousands. Thus, some events can be planned a few days in advance while others may require months of planning.

Retailers agree that the top priority in event planning is safety – the safety of customers, associates and security personnel. Proactively planning and preparing for special events, with some even staging dress rehearsals, ensures the success of an event. While retailers may have more control over events that occur or are hosted by their stores, external events may also require proper planning and reaction. These events can include:

• Protests and civil disturbances
• Parades
• Sporting events
• Political events or conventions (e.g. G20 Summit in Philadelphia, World Bank Meetings, Democratic/Republican National Conventions, etc.)
• University homecomings, games, or special events that significantly increase traffic to shopping centers
• Citywide meetings/conference

Section 3: Sales and Events vs. Emergency Management Crowd Controls

Planning for special events, promotional sales and Black Friday sales is very different than planning and preparing for emergency management crowd control: the former is very proactive while the latter is more reactive. Special events and sales offer advanced notice (though the amount of planning time can vary widely) and retailers have enough notice to schedule extra staff and security, use signage, line stanchions, tickets/wristbands and implement other advance planning protocols. The ability to prepare enables retailers to arrive at ‘game time’ with an articulated plan, communication to customers, associates, management, security and, if the event warrants, law enforcement and mall management.

But even the best laid plans run into challenges. Contingency plans should be created for the “what if” situations that may arise, including larger-than-anticipated crowds, bad weather, power outages and merchandise sell-outs. This can also include alternative entry/exit points for customers, celebrity guests, associates and security/law enforcement.

If something were to occur during the event that required an emergency response, (e.g. trampling, shooting, inclement weather, sales items that ran out quickly, a large line of angry customers, etc.) the reaction would be different. To prepare for the unexpected, retailers should consider:

• evacuation routes
• communication plans
• law enforcement/public official engagement
• reunification
• preservation of evidence

Section 4: Mall-based Retailers vs. Non Mall-based Retailers

Each retailer has its own set of policies and procedures for dealing with crowds, though mall-based retailers and non mall-based retailers have different considerations.

Mall-based retailers include specialty stores located within the mall and anchor/ department stores with mall and parking lot entrances. The primary issue these retailers face is that they are renting space from a mall/property management company and do not have domain/control over the common areas outside of their store or in the parking lot. For special events and sales that attract large crowds outside of a retail store or for lines that extend to or begin in the common areas and parking lots retailers need to partner with mall management through each step.

When events will cause long lines to form in the parking lot or in the mall’s common area, retailers and mall management have the following items to consider:

• Has mall management approved the event
       •   Additional costs for enhanced security presence
• The logistics of the line
       •   where the line will wind
       •   line monitors
       •   tickets/wristbands used
• Security
       •   utilizing third party security companies
       •   security in the parking lot and mall common areas

Stand Alone Retailers and Strip Center Locations

Stand alone retail locations and strip center stores encounter issues different than mall operators. In most cases, the retailer is responsible for all aspects of the event which may include line formation, crowd control, administering tickets/wristbands and working with extra security guards and law enforcement. Some retailers may even add entertainment to make the waiting experience less anxious and more pleasurable. For stores that do not have dedicated security or loss prevention staff, the on-site store team is often tasked with coordinating, planning, staffing and executing the event. On the plus side, this approach offers a knowledgeable sales staff and personnel who know the clientele very well, However, this also poses challenges, especially if the event doesn’t run seamlessly. Providing clear lines of communication, a corporate contact with key decision making capabilities, as well as ensuring that the store manager has key contacts with local law enforcement and the mall/property management company is imperative.

Section 5: Crowd Management Guidelines Reference

Retailers, mall management and law enforcement can apply some basic components when preparing for an event to effectively utilize the resources at hand.

• Safety
• Communication
• Event Logistics
• Contingency Plan

• Customers
• Store Associates
• Mall Management
• Law Enforcement

Communication: While every event is different, a comprehensive plan should allow for contacts with all affected internal and external individuals, including customers.

• Prior to the Event – A degree of advance communication with internal and/ or external contacts will be required for each event, with timings based on the scope of the event and anticipated number of attendees. As a general practice for very large events, such as Black Friday special promotions or celebrity appearances, retailers tend to plan two to three months in advance. As business cycles follow trends, sometimes there are special events planned with less advance notice. Key contacts to communicate with and utilize for the execution of a successful event include:

Appropriate internal departments Facilities Human Resources Loss Prevention Marketing/Advertising

Public Relations Operations Security

Appropriate external contacts Attendees Law Enforcement Mall Management

Media Neighboring stores Private Security Consultants

• Day of the Event – On the day of the event, clear and effective communication to the operational team (cashiers, sales associates, loss prevention, security, store management) and to customers is critical to a successful and safe event. By keeping customers informed of the status of the event and the traffic flow, expectations on wait time or product availability can be managed appropriately.

Measures that can be put into place to clearly communicate on the day of the event include:

Signage placed in strategic locations identifying where the special event and/or promotional merchandise is located

Stanchions / Barriers either outside or inside the store to manage traffic flow.

Public Announcements – Some retailers use the public announcement system to update customers on the status of store opening, location of promotional items or the start time of special events.

Tickets / Wristbands – For retailers with promotions for the first customers in line or limited items, tickets and wristbands can be used to maintain orderly lines and manage expectations of customers.

Designated Chain of Command – Identify a key associate who will serve as the ultimate decision maker and serve as the observer making sure that all urgent issues and situations are being addressed. Additionally, clearly outline roles of associates from general manager to security personnel to cashiers.

Site Map – Create a site map noting entrances, exits, traffic flow, line flow and back up plans for larger-than-expected crows along with where appropriate store staff will be located.

Event Logistics: From the last person in line to the center stage or the place where the hottest promotional items are located, the logistics of the event should be fully thought through and accounted for. Event logistics to take into consideration:

Customers

• Entry/Exit Points – by limiting the accessibility of stores or other facilities to designated entry and exit points, traffic flow and crowd levels can be managed effectively. Additionally, propping open doors can decrease safety hazards that may arise with an influx of excited shoppers.
• Traffic Flow – using environmental barriers and store layout to place promotional items/entertainment areas in key spots will help manage congestion. Additionally, clear signage can help crowds easily find their way through stores.

• Cashiers (designate a head cashier/store manager solely stationed at the cash wrap to float and resolve problems)
• Existing security and extra security including off-duty law enforcement or third party security

Merchandise Placement

• During a promotional sale, strategically placing the items on sale throughout the store will help spread out the large crowd and manage flow better
• Retailers should account for re-stocking of merchandise

Contingency Plans: As mentioned in Section 3, the best laid plans may run into challenges. Contingency plans should be created for the “what if” situations, which will ensure customers, associates and security personnel that the event and potential extenuating circumstances were considered.

Section 6: Conclusion

As retailers strive to make shopping at their stores more of an experience, special events have become the norm. And during a holiday season where consumers are continually shopping for great deals, crowds can be expected for large discounts and sales.

While retailers are able to prepare for many of these events in advance, each situation brings a different set of circumstances. Retailers, mall management, security and law enforcement have already taken measures to mitigate risks that may occur with large crowds during the upcoming holiday season and during future special events.

Promotional Sales and Special Events Checklist

Each promotional sales and special event will be unique, however some of the same components to preparing and planning for the event can be included in the promotional sale/special event plan. It’s crucial to remember that every plan should be flexible and change with circumstances. Below is a checklist of items to consider incorporating into your plan.

Event Assessment

∀  Event Type (celebrity appearance, in-store entertainment, promotional sale, etc.)
∀  Scope of Event (number of expected guests and duration of the event)
∀  Time Frame (amount of advanced notice)

Planning

∀  Staffing

• Ensure that stores will have adequate staffing levels throughout the event. Staffing should take into consideration all critical positions (cashiers, loss prevention, security, re-stocking, sales associates, management)
• Make arrangements for extra staffing and additional security personnel in locations where a history of prior incidents warrants increased attention.
• For events that will draw large crowds, contact law enforcement to notify them of the upcoming event.

∀  Training

• Associates working the day of the event and back-up associates should all be trained and knowledgeable of the event and promotional items including merchandise placement, event location and timing of special/hourly promotions.
• Brief associates on what to communicate to unhappy customers and which managers and other store personnel should be notified for de-escalation of the situation.
• For large-scale events, consider hosting a dress rehearsal in advance.
• Associates should be trained on who to contact in the event of any situations and who the key decision maker is on the day of the event. Additionally, associates should be informed of procedures (if any)/protocols for dialing 911.
• Review evacuation procedures.

∀  Communication

• Provide a clear communication plan which covers how critical information will be delivered on the day of the event to customers, celebrity guests, entertainers, associates, security personnel, mall management and law enforcement.
• Clear communication plan on how potential issues should be communicated to the key decision maker.
• Designate a point of contact who will liaise with law enforcement prior to the event (if necessary) and during the event (if an emergency situation arises).
• Consider renting or purchasing two-way radios and utilizing them the day of the event to communicate with key managers, security personnel, floor monitors, etc. as cellular phones are not effective for mass communication.
• Utilize signage to communicate traffic flow, merchandise placement and event location.
• Utilize public announcement system, if available, to communicate pertinent information to customers inside the store. If the public announcement system broadcasts outside the store, it could be used to communicate to customers waiting in line either prior to or during the sale/event.

∀  Physical/Environmental Considerations

• Store Layout – Utilize the physical/environmental layout of the store to your advantage during the event. Entry and Exit Points should be determined based on how the crowd will be able to file into the store as well as the best place outside of the store where it is makes the most sense for the line to form.
• Merchandise Layout – Promotional sale items should be placed throughout the store to dissipate crowds and help alleviate potential congestion.
• Entertainment Location – Similar to merchandise layout, the location of the special event/celebrity guest/entertainment should complement the layout of the store as well as any merchandise that may be promoted alongside the event. Security for both the celebrity/entertainer and customers should be taken into consideration for staging and execution of the event.

∀  Line Formation Considerations

• Pre-determine the location and flow of the line, with a back-up plan to manage the unexpected (larger crowds, extreme weather conditions, etc.)
• Consider staffing the line either with security, store associates or entertainers.
• Line monitors can assist in keeping customers updated with the status of events, availability of merchandise and other factors that may affect their decision to stand in line. Additionally, having line monitors builds rapport with customers as unpleasant news will be better received from a person who has been standing outside with them for a majority of their wait time as opposed to an unfamiliar face.
• Lighting up the parking lot to accommodate customers arriving at early hours or making additional accommodations, such as renting portable bathrooms, may also alleviate frustrations or anxiety of customers waiting in long lines.

∀  Event Logistics

• Pre-Opening
• Establish early arrival times for associates.
• Establish the timing and the personnel who will set out signage, line stanchions/barriers, hand out wristbands, or act as line monitors communicating with early arriving customers.
• Line stanchions/barriers should be set up prior to customers arriving.
• Stanchions/barriers should be set up in a snake formation for crowd management purposes.

∀  Store Opening

• Determine what doors will open and who, if anyone, will monitor the doors.
• Consider propping open doors while the traffic flow entering the store is heavy; this will help avoid potential safety issues.
• Create a site map, which includes traffic flow, clearly marks promotional items/special event location, location of critical staff members and law enforcement liaison.
• Have managers and key decision maker in key locations throughout the store when the store initially opens/event commences and at key times throughout the sale/event.

∀  Emergency Situations

• For emergency situations that occur, instruct employees to call 911 and follow internal procedures once they have called for assistance.
• Have an Automatic External Defibrillator (AED) device(s) readily accessible and key staff trained on how to use the devices.

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