By Isaac Monson and Jay Virdi
As the cannabis industry grows, retailers are confronting risks they may not have envisioned when they opened shop — especially since the COVID-19 pandemic changed the rules on retail space.
Cannabis still has a black market, and employee theft is not uncommon. In addition, incidents of conflict over COVID-19 personal protective equipment (PPE) in retail spaces — many that have gone viral on social media — highlight the need for cannabis store owners to prepare for potential conflicts that could escalate to aggression or violence. COVID-19 restrictions and objections to PPE have increased the likelihood of conflict at retail locations, where masks are mandated.
Conflict prevention through the right combination of physical and administrative controls
Despite seeming overwhelming at first, identifying and implementing a comprehensive strategy for mitigating conflict risk can pay off long term. Considering things like strategic store layouts, clear policies and staff training, and putting an emphasis on remaining customer focused illustrate risk management efforts that can help to prevent and manage customer conflict.
Below are key steps that can help prevent and manage conflict in a retail cannabis environment:
Create a tailored security risk management program. While cannabis retailers had aggressive and disruptive patrons before COVID-19, the heightened tension from the pandemic makes it important to review and update existing security risk management programs and emergency action plans. A comprehensive security risk management program includes elements like physical security, staff awareness and training, and emergency response capabilities. Thorough planning makes adverse consequences less likely if a conflict should arise.
Assess and understand your unique risk. As part of planning, first assess and understand how your physical space affects risk and how to reconfigure the store layout to mitigate that risk. For instance, a one-directional entry and exit flow keeps customers moving. Identify where people may naturally congregate to avoid bottlenecks. Areas where the flow of customers slows can create opportune moments for theft and possible points of conflict.
Communicate in-store rules and procedures to customers. This is a relatively simple way to lower risk. The customer experience and expectations should be clear to anyone who visits your store or researches it online. Clearly communicate any rules or restrictions on your website, social media channels, and voicemail recordings — make sure they are consistent across platforms. Prominently display them within your store, and always at the point sale. Consider using signage and clear floor markings inside and outside the store to enhance communications.
Clearly posting the rules and managing the space can make your customers feel more at ease and help them understand of what’s expected of them, while providing the retailer additional control and confidence.
Train staff to prevent and de-escalate conflict. Working in a pandemic environment is already stressful. Equipping staff with the skills to identify potentially problematic situations and respond in a way that de-escalates situations can create a safer work environment, while remaining focused on the customer experience. Train your staff on new or changing processes and empower employees to take the appropriate actions when needed.
Contact your HUB Cannabis expert and Risk Services expert for more information on security risk management planning and conflict prevention and de-escalation training. Learn more about conflict prevention in retail with this webinar!