NRF issues guidelines for retailers in handling “criminal flash mobs”

We’ve all heard about “flash mobs,” the lighthearted gatherings of people who meet in public places to dance, sing, or perform a completely pointless act at a given period of time, then disperse. Many of these groups meet up using social media or viral email and get together to provide plenty of entertainment for people who happen to be in the vicinity. There are reports of flash mobs singing songs in food courts, conducting street performances, and engaging in other humorous acts. Many of these random performances are innocent enough and get a good laugh making their way around YouTube.

But there’s a new trend sweeping the nation, and it isn’t funny at all.

A different type of “flash mob” – the criminal kind – has been wreaking havoc on retailers from Milwaukee to Los Angeles. In these cases, groups of people meet up through social media or other communication channels and enter stores to disorient associates, ransack shelves, and often leave behind a path of violence.

In LP speak, we classify these as a multiple offender crime, where a pre-existing group – everyone from gangs to teenagers to robbery crews – engages in illegal activity. While there are distinct differences in how the groups organize, multiple offender crimes may involve serious criminal behavior including assault, theft and vandalism. In addition to the financial losses they cause companies, multiple offender crimes disrupt the normal flow of business in stores and shopping centers and create significant safety concerns. Some of these traditional multiple offender crimes are being organized with flash mob tactics.

Stories of criminal flash mobs are fairly easy to come by. Last week in Washington, DC, a lingerie store was targeted by a group of four criminal offenders. While distracting store associates, offenders stole multiple items and fled the store quickly. Though there is conflicting information about how the group organized, this was one of several incidents in the area involving multiple offenders. Last month, 40 participants stormed a Sears store stealing thousands of dollars in sneakers, socks, watches and other items. Police apprehended 15 juveniles and one adult who were cited for retail theft and conspiracy.

In July, the National Retail Federation (NRF) polled 106 U.S. retail companies to gauge the impact of multiple offender crimes. Here’s what we found:

• Over three-quarters (79%) of retailers report being a victim of a multiple offender crime in the past 12 months
• 10% of the companies polled reported being victimized by multiple offender criminals who used flash mob tactics in the past 12 months
• Half of these companies have experienced 2-5 incidents in the same period

Based on feedback from retailers and law enforcement, NRF has created guidelines for retailers to consider when enhancing theft, civil disturbance, crowd management, workplace violence and/or safety policies. The paper focuses on prevention, safety and language for associates to observe and report. In addition, retailers should reaffirm or update adherence to their corporate policies on media relations, and the release of video evidence. I strongly encourage retailers of all sizes to download the free guidelines to get a better understanding of how to prepare for and respond to criminal flash mobs if they descend upon your store.

As more people engage in social media, we can expect the technology to positively and negatively impact our business in many ways. Instead of singing in the food court, remember some of these groups would be better served singing in the jailhouse cafeteria.