Having just attended the awesome 2024 Retail Industry Leaders Association (RILA) Asset Protection and Safety conference, a few observations for our smaller, nascent, yet critically important solution providers who were represented virtually (i.e. by other exhibitors):
If you are represented by another physically present provider (a booth), select your partnership carefully. By delegating your product offering, you're also delegating your brand, your image, and your yet-defined reputation.
Rarely does one get a second chance at a reputation.
All us retailers have baked opinions of legacy providers - good/bad, innovative/dark ages, gadget hustlers/frictionless, customer focused/cops-and-robbers focused, honest/shady, etc.
Just because a solution provider is large, has a huge booth, or has been around "forever," doesn't mean they're viewed in high regard.
As a career retailer, as I roam the gauntlet, everyone is understandably competing for 5 minutes of your time and the visuals are what catch my attention. If I don't immediately and powerfully see your brand, and for what business problem you're solving, I won't "see" you. I will smile, and walk on by.
If I'm not a fan of your sponsoring company, I'll walk by. I don't care what else they may be selling. THEIR reputation is what matters.
And if you only have 5 minutes, what do you think the rep in front of you is going to promote most aggressively (rhetorical)?
Just like a wine, a life partner, or a tax advisor, choose carefully.
My point - The retail risk-mitigation industry desperately needs fresh thought and true innovation. Don't risk your future to save a few bucks.
Be present.
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4w#fomo not missing it next year