Superdrug launches new initiative to combat in-store aggression and violence
Superdrug has pledged to combat in-store aggression and violence towards its staff with an extension of its Be Kind initiative.
The retailer originally launched the scheme to address online trolling within its social media communities, but has now extended it to in-store through the Be Kind, Shop Kind campaign.
The health and beauty retailer said its employees have had to deal with a growing number of negative reactions to social distancing and other safety measures from customers in its stores, which has led to a 21% year-on-year increase in aggressive behaviour during the Covid-19 pandemic. It said many of these incidents have arisen due to customers being angry that perfume testers have been temporarily banned.
To combat this, Superdrug is pledging to support and protect staff by adopting a zero-tolerance stance to any aggression shown by shoppers. It will also be reminding customers to be mindful and respectful of staff when shopping in-store via point-of-sale communications and its in-store radio.
Superdrug customer and people director Joanne Mackie said: “At Superdrug, we are proud to be continuing to support our amazing store colleagues with the Be Kind, Shop Kind Initiative. As an essential retailer we have remained open during the covid-19 pandemic and our store colleagues have worked tirelessly to ensure health and beauty essentials have been available and accessible to our customers. The safety and protection of our store teams is our top priority, and we are focused on taking steps to ensuring that all of our valued store colleagues feel safe and happy when at work.”
Photo by Georgia Hawkins
