Renowned apparel chain chooses Sensormatic technology sold by
ADT Fire & Security-Italy to help prevent shoplifting.
Apparel chain Piazza Italia has experienced significant growth thanks
to the talent and proven know-how of a team of young entrepreneurs.
The Naples-based company was able to earn their customers’ trust,
rapidly increasing both revenues and number of stores by adopting a
very dynamic business approach, which helped Piazza Italia become
an important national and international reality in just a few years.
Today, the chain is comprised of over 100 owned outlets and 10
franchised stores abroad.
From the very beginning, Piazza Italia has always invested a
great deal of time and resources on loss prevention, taking into
consideration their stores’ location in Italy’s top malls and the usual
high traffic. And from the onset, they chose Sensormatic acoustomagnetic
(AM) technology, a perfect match for Piazza Italia’s needs:
high detection rate, virtually no false alarms, modern aesthetics, wide
exit coverage, high quality performance and reliability.
Stores located in different environments with diverse footprints
require flexible Electronic Article Surveillance (EAS) systems
capable of assuring high quality detection, while blending with
store aesthetics and ensuring ease of access, even in the case
of considerable traffic. For these reasons, Piazza Italia selected
Sensormatic Ultra•Exit in most of the stores. The Ultra•Exit system
offers the highest level of theft deterrence, covering up to 2.4m, to
help reduce shrink while preserving profits -- without compromising
store aesthetics and maximizing customer flow.
Since Piazza Italia wanted to protect clothing and accessories with
reliable hard tags, they have always used Sensormatic SuperTag,
the best solution for protecting a wide variety of items. The small
size provides the right visual deterrent without detracting from the
merchandise presentation. Its rigid ABS plastic housing combined
with the Sensormatic patented rotary clamp and spring gate
mechansim provide Piazza Italia with a formidable security device to
protect theft-prone merchandise.
Starting in 2009, Piazza Italia has made further steps
toward both shrink and cost reduction. In fact, through
the use of the small and lightweight SuperTag VST
hard tags, the retailer tells the manufacturer which
items must be protected at the time of packaging; the
benefits are obvious: merchandise can be displayed
right after delivery to the store, sales associates can
devote their time and energy to serving customers
instead of tagging merchandise in the store, and items
are protected in a consistent and standardized fashion
at a lower cost.
As some independent studies certify, AM technology
offers industry-leading detection rates. The US-based
Loss Prevention Research Council (LPRC) conducted
a retailer-sanctioned study on theft deterrence from
EAS systems involving 320 stores. Tests aimed
at measuring EAS effectiveness reported that,
on average, AM technology detection rates were
more than 1.5 times higher than that of radio
frequency (RF) technology.
Retailers like Piazza Italia allow ADT’s sales
team to express their full customer service
potential, transforming a simple vendor/customer
relationship into a true partnership under a
common goal: an increasingly profitable business.