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#StopRetailCrime Using Social Media to prevent crime…. Mac’s Convenience Stores. Owned by Quebec based company, Couche-Tard Largest C-Store operator in Canada 6140 locations across North America Over 1600 locations across Canada 570 locations in Ontario Employ approx. 4200 employees

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#StopRetailCrime

Using Social Media to prevent crime…


Mac’s Convenience Stores

  • Owned by Quebec based company, Couche-Tard

  • Largest C-Store operator in Canada

  • 6140 locations across North America

  • Over 1600 locations across Canada

  • 570 locations in Ontario

  • Employ approx. 4200 employees

  • Service approx. 650,000 customers per day


Discussion Topics

  • What is Social Media

  • Why use Social Media

    • Thunder Bay Project

  • Our Goal

  • The Process

  • Results - Stats


  • What is Social Media?

    Social media is a platform for people to connect and share information with others in an instant


    What does

    EVERY

    RETAILER

    have in

    common?


    Thunder Bay Project

    • 2011/2012 Experienced challenging times in Thunder Bay

    • 37 robberies in 7 months

    • Police resources and budget

    • Staff and community safety

    • Crime Stoppers – Social Media

      • Think outside the box


    average viewer

    The

    watches

    12.2hours

    of

    online video

    per month.


    40%

    more people

    compared

    to last

    year

    are watching

    videoon

    a mobile device


    Mobiledevice

    are twiceas likely to

    users

    share video

    with friends than

    non-mobileusers.


    Why Use Social Media?

    • Reach a different demographic

    • Change the culture of crime – the criminals use it, why not you!

    • Make people think twice

    • Combat ORC

    • Support local police and crime prevention initiatives

    • Make your business less attractive to criminals


    Our Goal

    Work together with the Community, Crime Stoppers and Law Enforcement to stop, solve and prevent crime against Mac’s Stores:

    • Create Awareness on Retail Crime

    • Expose criminals

    • Provide a conduit to Crime Stoppers

    • Enhance the safety & security of our customers and employees


    The Process

    • Legal requirements


    Legal Requirements

    • Identify who will manage and post on the pages The Loss Prevention Department will monitor, post and manage the social media pages.

    • A crime must be verified on video, accompanied with a police report number before a suspect image can be posted.

    • Is it a minor or not

    • Disclaimer: “Please remember, all suspects are innocent until proven guilty in a court of law”

    • Push viewers to contact Crime Stoppers

    • Signage


    The Process

    • Legal requirements

    • Build your social media pages

    • DVR system/cameras

    • Develop a partnership with Police & Crime Stoppers

    • Develop partnerships with the Media

    • Marketing & Advertising




    Thunder Bay Results

    Sept 2011/March 2012

    • 37 Robberies

    • 6 Apprehensions

      Since the inception of MacsCrimeBusters:

      March 2012 to Present:

    • 6 Robberies

    • 5 Apprehensions

      84% reduction in robberies!


    Overall Results…

    • Since the inception of this initiative in March 2012:

    • 96Suspects posted

    • 69 Apprehensions

    • 80Cases cleared

    • July 2012 program was launched in Western Canada:

    • 17 Suspects posted

    • 6 Apprehensions

    • 6 Cases cleared

    • YTD Robberies are down 39%

    • Only $900.00 has been paid out to tipsters

    69% Clearance Rate



    www.twitter.com/MacsCrimeBuster

    www.facebook.com/MacsCrimeBusters

    www.YouTube.com/MacsCrimeBusters


    Sean Sportun, ICPS

    416-904-3805

    [email protected]



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