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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

#StopRetailCrime

Using Social Media to prevent crime…


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


Stopretailcrime using social media to prevent crime

Discussion Topics

  • What is Social Media

  • Why use Social Media

    • Thunder Bay Project

  • Our Goal

  • The Process

  • Results - Stats


  • Stopretailcrime using social media to prevent crime

    What is Social Media?

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


    Stopretailcrime using social media to prevent crime

    What does

    EVERY

    RETAILER

    have in

    common?


    Stopretailcrime using social media to prevent crime

    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


    Stopretailcrime using social media to prevent crime

    average viewer

    The

    watches

    12.2hours

    of

    online video

    per month.


    Stopretailcrime using social media to prevent crime

    40%

    more people

    compared

    to last

    year

    are watching

    videoon

    a mobile device


    Stopretailcrime using social media to prevent crime

    Mobiledevice

    are twiceas likely to

    users

    share video

    with friends than

    non-mobileusers.


    Stopretailcrime using social media to prevent crime

    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


    Stopretailcrime using social media to prevent crime

    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


    Stopretailcrime using social media to prevent crime

    The Process

    • Legal requirements


    Stopretailcrime using social media to prevent crime

    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


    Stopretailcrime using social media to prevent crime

    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


    Stopretailcrime using social media to prevent crime

    Wait! Isn’t that Jeremy?


    Stopretailcrime using social media to prevent crime

    APPREHENDED


    Stopretailcrime using social media to prevent crime

    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!


    Stopretailcrime using social media to prevent crime

    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


    Stopretailcrime using social media to prevent crime

    *Stats reflect YTD As of March 27th, 2013


    Stopretailcrime using social media to prevent crime

    www.twitter.com/MacsCrimeBuster

    www.facebook.com/MacsCrimeBusters

    www.YouTube.com/MacsCrimeBusters


    Stopretailcrime using social media to prevent crime

    Sean Sportun, ICPS

    416-904-3805

    [email protected]


    Stopretailcrime using social media to prevent crime

    Questions…


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