Here’s an interesting story.
Liquor Store owner Gabe Fidanque grew tired of losing over $1,000 to shoplifters every month. He was frustrated because he felt calling the police didn’t do much to prevent shoplifting. Sometimes, he says, shoplifters would be back within hours. So Gabe came up with an approach he hoped would at least deter repeat offenders. He offered shoplifters a deal. Leave a single shoe and he’d skip prosecution. Hoping to deter new shoplifters, the shoes went on display in the store.
A few of the shoes that Wagon Wheel has retreived from shoplifters (image source: loweringthebar.net)
“Intimidation” and “Vigilante Justice“
In April 2008 this hit the press. Not just locally, but nationally and internationally. When the police caught wind of what was going on at Wagon Wheel Liquors, they were told to stop. Forcing people, even shoplifters, to give up property was illegal under Colorado law. It was “intimidation” and “vigilante justice” they were told.
Serious about Theft Prevention
So Keeping the Shoe stopped. For a few months anyway. By July, according to the local paper, The Durango Herald, Gabe came up with a revised approach.
Armed with new legal advice, Fidanque has resumed his theft-deterrent strategy, and a recently confiscated Nike sneaker is evidence of its success. His attorney, Denny Ehlers, drafted a short contract that should make any retribution on Fidanque’s part legally binding.
“My impression is if Gabe was taking a shoe and he has a person sign off in lieu of any legal remedies and the person is willing to leave their shoe, it would be the equivalent of the settlement of a civil dispute,” Ehlers said.
“I think it might be inappropriate to accept payment in the form of a shoe to refrain from criminal prosecution, but Gabe’s always been his own man,” he said.
Turns out there were already stores in Colorado having shoplifters pay $250 to avoid prosecution.
Wagon Wheel Liquors co-owner Gabe Fidanque shows the Durango Herald his "Wheel of Consequences" for shoplifters. Options for the wheel, which became a local icon, included shaving an eyebrow or wearing a "dunce cap."
Wheel of Consequences
Following the brouhaha, Fidanque came up with another creative plan. A “Wheel of Consequences,” in which shoplifters would spin to choose a penalty for not prosecuting. American Theft Prevention spoke with Mike Rich, Gabe’s partner, last week. He said they never actually implemented “the Wheel” because enhanced anti shoplifting efforts combined with the publicity had cut down their shoplifting problem.
Lessons Learned
- Don’t hide your efforts
Shoplifters don’t want to be caught. Obviously. They don’t want publicity. They don’t want visibility. By making their anti shoplifting efforts very public, Wagon Wheel Liquors had a positive impact.
- Respond to Shoplifters
When you have a reputation for responding to shoplifting incidents you’ll cut back on repeat offenders.
- Implement Effective Layout, Planning and Tools
Wagon Wheel obviously recognizes the potential problem they have. So they implemented programs to deter shoplifters. They followed through on those programs. They have tools to see what’s going on in the store, and what’s going out the door.
Follow Up
Rich told me they’re still using this approach and the signed document. Theft is still down, he says. And they’ve generated a lot of interest in their store. For example, the Wheel has been used by at local community and business events to generate interest.
He didn’t say it, but I’d venture that their anti shoplifting efforts boosted their bottom line, not just by cutting loss, but by increasing customer interest.
They’re a great information and marketing tool in commercial, professional and retail locations.
