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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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Presentation Transcript
slide1

#StopRetailCrime

Using Social Media to prevent crime…

slide2

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
slide3

Discussion Topics

  • What is Social Media
  • Why use Social Media
      • Thunder Bay Project
  • Our Goal
  • The Process
  • Results - Stats
slide5

What is Social Media?

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

slide6

What does

EVERY

RETAILER

have in

common?

slide8

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
slide9

average viewer

The

watches

12.2hours

of

online video

per month.

slide10

40%

more people

compared

to last

year

are watching

videoon

a mobile device

slide11

Mobiledevice

are twiceas likely to

users

share video

with friends than

non-mobileusers.

slide12

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
slide13

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
slide14

The Process

  • Legal requirements
slide15

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
slide16

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
slide21

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!

slide22

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

slide27

www.twitter.com/MacsCrimeBuster

www.facebook.com/MacsCrimeBusters

www.YouTube.com/MacsCrimeBusters

slide28

Sean Sportun, ICPS

416-904-3805

sean.sportun@macs.ca

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