Surveillance measures at supermarkets like Coles and Woolworths may backfire, says expert

A consumer behaviour expert has warned new measures introduced by most major supermarkets may backfire.

Shoppers are becoming irrirated with new security measures.

As shoplifting in Australia surges and major stores introduce new surveillance measures, a consumer behaviour expert has warned it could see consumers losing trust in brands - and even stealing more.

Many shops have introduced a range of hi-tech security measures, including overhead cameras to track customers’ every move, enhanced AI cameras at check-outs and ‘smart-gates’ that lock automatically if people try to do a runner with goods they haven’t paid for.

Also in the works at some stores are body-worn cameras, similar to those used by police or bouncers, to protect staff against an alarming increase in violence.

Shoppers are becoming irrirated with new security measures.

Customers have raised concerns about the new measures with social media awash with complaints.

Social media creator @Pnuks told TikTok viewers he had an issue with how the cameras were positioned above where shoppers personal information was on display.

An example of surveillance in a supermarket. Picture: A Current Affair

“A lot of you will be like, ‘Pnuks it’s just there to stop crime, it’s there to stop people from miss-scanning’,” he said, before explaining why he wasn’t a fan of them.

“So now if you live in today’s century to pay for these [groceries], you use paypass,” he said.

“You’re most likely at the checkout to put in the [phone] code, you tap and you pay. Yeah, that’s a big problem when you got a big camera above you.”

Surveillance may backfire

Professor Nitika Garg from the University of NSW business school told news.com.au the cameras may actually backfire.

“Nine times out of ten, most shoppers are doing the right thing,” she said adamantly.

“A sense of trust is lost when supermarkets increase surveillance in the stores with little explanation.”

Prof Garg said there is a “natural psychological reaction” that occurs when we feel that our freedom is being limited or curtailed.

“The idea that we are not being trusted as consumers is jarring to us because most of us do the right thing anyway,” she said.

“No one likes to be watched. Cameras impinge on our privacy. We as consumers are unsure on how that data is being used. Not having an explanation or little reassurance is adding to the negative reaction.”

Prof Garg even argued it may actually encourage shoplifting.

“This is a consequence of psychological reactance; it pushes people to do the opposite of what they are told,” she said.

Prof Garg noted the changes were particularly grating because the major supermarkets had announced massive profits over the last year (Coles $1.1bn and Woolworths $1.62bn over 2022/2023).

She said while new surveillance measures will likely overall reduce shoplifting, customers may become so uncomfortable they may eventually look to shop elsewhere.

She urged supermarkets, at the very least, to engage in a public campaign to explain the changes.

“This will help,” she added.

-with Angus McIntyre