Devon Cliffs Holiday Park reports that its retail outlets have increased sales and improved customer service after the installation of an electronic article surveillance (EAS) system.
ADT installed the system in preparation for the 2004 holiday period, and it has paid for itself within one season, the holiday park reports. Martin Harvey, General Manager for ADT Plymouth, said: "Two of the main problems facing Devon Cliffs were theft and shrinkage. ADT was able to target problem areas with a combination of EAS and electronic point of sale (EPOS) technology. The system has demonstrated its worth already, as the retail team has seen increased sales across all product ranges. They have also reported some surprises: for example, children’s novelty watches, which had previously shown negligible sales, have shot onto the best seller lists, thanks in part to EAS." EAS has allowed the retail team to be more confident with its product displays. Retail Manager at Devon Cliffs, Pat Titley, said: “We have found that we are able to place higher risk items in hot spots, such as closer to the exits. We have also been able to put stock on shelves that had previously been kept in locked glass cases, so customers can now handle them before purchase.” The system has also allowed retail staff to identify areas of shrinkage. As a result, losses of higher value items such as cases of beer from the mini-supermarket have been radically cut. Titley adds: “Our confidence in EAS has allowed us to redeploy staff on the shop floor, to ensure that the customers benefit from an enhanced shopping experience and improved customer service.” Devon Cliffs’ parent company Bourne Leisure is in discussions with ADT about future roll-outs.
