Ann Summers cuts staff safety incidents by 42% during body-worn camera trial
Ann Summers has recorded a 42% reduction in personal safety incidents during a trial of body-worn cameras across three major stores.
The success means that the Reveal Media camera technology will now be rolled out to further high-risk locations.
The lingerie retailer ran an eight-week trial using Reveal Media camera technology at stores in Edinburgh’s Princes Street, London’s Oxford Street and Nottingham city centre. This resulted in measurable improvements in both staff confidence and in-store behaviour.
Subscribe to TRBThe Edinburgh store reported zero police-attended incidents during the trial period, to mark its quietest Fringe season on record. The cameras also received zero complaints from customers throughout the trial.
Ann Summers introduced the cameras in response to growing concerns around staff safety. Many of its stores are staffed by women, including colleagues in early supervisory roles, who were increasingly encountering aggression, intimidation and people under the influence of alcohol or other substances.
Data from the British Retail Consortium shows there are more than 1,600 incidents of violence and abuse against UK retail workers every day.
Sam Tenner, head of business risk at Ann Summers, said: “It’s a sad fact that it’s tougher to work on our high streets, and with resources dwindling, the ability for police to respond in the way in which we might hope isn’t realistic anymore. So, with instances of confrontation or aggression up, we saw body cameras as a viable personal safety tool.
“Our motivation was purely around making our people feel we’re investing in the right tools to keep them safe and showing them how to use those tools to actually de-escalate aggressive behaviour.”
Ann Summers said the trial also helped address initial staff concerns around customer perception, demonstrating that cameras can deter incidents without disrupting the in-store experience. Staff responded positively to clear guidance on how and when the cameras should be used, with recording positioned as a last resort in escalating situations.
The trial also helped build confidence among teams that body-worn cameras can be used effectively in practice, supporting safer interactions without disrupting day-to-day store operations.
Alongside the R1 cameras, Ann Summers is also using Reveal’s DEMS 360 software, a digital evidence management system that securely stores and organises footage. When cameras are docked in-store, footage is automatically uploaded to the cloud, allowing authorised team members to review incidents quickly and determine whether further action is required.
Tenner said: “Reveal has made a huge difference to the safety and confidence of our staff and given our board the belief we are tackling an important potential problem.”
Alasdair Field, chief executive of Reveal Media, said: “The team at Ann Summers were dealing with something no retailer should have to normalise — aggression toward staff. Seeing our cameras actually change that dynamic on the shop floor, not just in theory, is why we do this work. Fewer incidents, more confident colleagues, and safer store environments, that’s the difference.”
