INDUSTRYNEWS
SPONSORED BY LOCKDECODERS
SECURING PROFITS THIS SUMMER
Finally, some positive news: households are now three times less likely to be the victim of burglary, writes LISA RICHARDSON, Brand Manager at Kasp Security. Here Lisa looks at how locksmiths can capture increased business as a result of consumers’ improved attitude to home security.
Despite the Crime Survey for England and Wales (CSEW 11/12) reporting that burglary still accounts for a substantial 81% of all recorded crime, the percentage of households that have been victims of burglary is now two in 100, compared with six in 100 households in 1995. The CSEW accredits this with homeowners becoming much savvier to deterrents, and thus significantly increasing their levels of home security. But burglary being on the decline thanks, in part, to consumers’ increased precautions - opportunist thieves are still very much active. And don’t be fooled that our lighter summer evenings would keep burglars at bay, on the contrary. Burglaries from garden sheds and conservatories can increase by 25% during the summer months, heightened by the fact that almost half of homeowners admitted to never locking outbuildings . Although it is of course, encouraging that consumers are starting to take direct action to prevent burglary, independent research into consumers’ attitudes and behaviour to security reveals that they still have relatively little understanding of security products such as padlocks, hasps and alarms. This provides a very real opportunity for locksmiths, who, with the right products and clever merchandising, could achieve impressive sales. The psychology of merchandising and customer habits is not to be sniffed at. Perfect product positioning, the correct use of colour and modern, well-presented merchandising units all act to manipulate custo ???e???????????????
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