‘Felt like a criminal’: Why supermarket security upgrades are hurting paying customers

Australia’s major supermarkets risk alienating shoppers as they expand highly visible, “confronting” security measures, a consumer expert has warned.

Finance and marketing expert Dr Nadja Dollisson from Swinburne University has tracked these security changes, and recently fell victim to two of the more confronting measures that have been put in place.

The first occurred during a recent trip to her local Coles supermarket, which happened shortly after she entered the store.

“An overhead screen immediately showed me with a red box around me in real time,” Dr Dollisson told nine.com.au.

“I was told the alert is triggered when a shopper moves back towards the entrance gate, which can indicate someone leaving through the entry rather than through the checkout, a pattern associated with theft.”

Dollisson said she understood the need for such measures to combat rising retail theft, but moments like her experience could cause stress for honest shoppers.

“From where I was standing, I saw a red box around me on an overhead screen visible to others in the store, with an alarm light above it,” she said.

“So even if the system is technically responding to movement patterns rather than making a judgment about a person, an innocent customer can still feel publicly identified as a potential thief.”

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During another recent trip to the supermarket to purchase lamb chops, Dollisson found herself having to wait for the security tag to be deactivated before she could leave the store.

“There may be a legitimate loss-prevention reason for that, but the combination of high prices and high security around a basic grocery item is likely to feel quite confronting to customers,” she said.

An Australian Bureau of Statistics (ABS) report from June 2023 showed a 17 per cent increase in retail theft, prompting supermarkets to invest millions of dollars in increased security measures to reduce shoplifting.

Although these measures are meant to address retail theft, honest shoppers were left feeling like suspects.

“Nine times out of 10, most shoppers are doing the right thing,” Professor Nitika Garg, a consumer behaviour expert at UNSW Business School said.

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

She warned this may prompt consumers to look at alternative ways to purchase their groceries.

“People don’t have an out right now. Most supermarkets have increased their surveillance,” Professor Garg said.

“If people don’t want to be filmed by cameras at supermarkets, they have very little choice of where else to go. Consumers will eventually start to look elsewhere.”

Research published by Queensland University of Technology (QUT) retail experts Professor Gary Mortimer and Dr Paula Dootson highlighted that traditional overt tactics such as CCTV camera signs, threats to prosecute, bag checks, weighing plates and electronic security gates were extremely costly and were failing to stamp out retail theft.

Michael Townsley, Professor at the School of Criminology and Criminal Justice at Griffith University, said overt supermarket security measures may even explain the increase in more aggressive retail theft, citing QUT research showing “customer aggression is growing”, with frontline staff bearing the brunt.

Thieves have learnt that aggression can cause staff to back away, making retail theft a comparatively low-risk crime.

“Thieves have learned that aggression can cause staff to back away, making retail theft a comparatively low-risk crime,” Professor Townsley explained.

“Shoppers don’t want to see fights at the checkout, and staff shouldn’t have to manage them,” he added.

Punishing the honest majority for the behaviour of few

Coles and Woolworths are already struggling with issues of brand trust, thought to be a result of the Australian Competition and Consumer Commission (ACCC) investigation into “misleading” sales tactics, and the friction being caused by overt security measures isn’t helping to repair this.

In 2022, Woolworths and Coles were in first and second place in Roy Morgan’s list of Australia’s most trusted brands. In 2026, they are among Australia’s most distrusted brands.

Aldi is still one of Australia’s most trusted brands, despite its own rollout of new security measures including gated exits that require a receipt scan to open.

“Supermarkets are normally routine, low-stakes places where people expect to buy food without drawing attention to themselves,” Dr Dollisson said.

“Being visibly flagged can leave someone feeling exposed and anxious about what staff or other customers might think.

“The retailer may see it as a practical alert; the shopper may experience it as a public accusation.”

A Coles spokesperson told nine.com.au: “While most of our customers do the right thing, unfortunately a small number don’t. Measures like this ultimately help us deliver better availability for our customers looking for these products.

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“We have been working hard to address retail crime and create a safe environment for our team and customers. Along with working closely with police, we also have a range of safety and security measures in place including CCTV, electronic article surveillance (EAS), security guards and de-escalation training for our team.”

A spokesperson for Woolworths told nine.com.au: ”Theft is a major driver of violence and aggression in retail stores, and our absolute priority is making sure our team members are safe and supported at work.

“Over the past three years, we have invested $46 million in a suite of protective measures and technology to enhance safety for our teams and customers. Exit gates are just one of several initiatives across our store network to address the increasing levels of crime.

“We have also been urging state and territory governments around Australia to introduce Workplace Protection Orders in legislation to prevent further violence and abuse against our team members and customers.

“The overwhelming majority of customers always do the right thing, and these measures have been introduced for the minority who do not.”

What is the alternative?

Dr Dollisson said discretion was the key to striking a balance between reducing theft and maintaining the goodwill of customers in supermarkets.

“Using the least intrusive measure that addresses the actual risk; transparent, with clear explanations of what gates, alarms and cameras do; respectful, with staff trained to approach people calmly and without assuming guilt,” she said.

“Accountable, with a simple way for customers to ask why they were stopped or flagged and to complain if they believe they were treated unfairly.”

While some customers “accept the measures as an unavoidable part of shopping, particularly if the store is convenient”, others might avoid the store and shop less often, or switch retailers.

“People judge a business not just by whether its actions have a legitimate purpose, but by whether they are treated fairly, respectfully and transparently in the process,” Dr Dollisson explained.

“Supermarkets can be entirely justified in addressing theft, staff abuse and safety, yet still lose goodwill if customers feel the process is arbitrary, excessive, publicly humiliating or unexplained.

“The bigger commercial issue is that supermarkets risk turning an everyday task into a negative brand experience.”