Retail crime, including reoffending, theft and violent behaviour, continues to be a challenge for shopping centres and retailers.
This comes amidst a successful campaign over the Christmas 2023 retail trading period, where shopping centres ran the Shop, Distributive and Allied Employees’ Association’s (SDA) ‘No One Deserves a Serve’ campaign for free, nationally, across digital advertising screens, with $6 million in commercial advertising value being provided to the SDA’s campaign by SCCA members.
In late 2023, the Shopping Centre Council of Australia (SCCA) partnered with the SDA and National Retail Association (NRA) to run the No One Deserve a Serve ads for free, nationally. The campaign was launched in early November at Highpoint Shopping Centre (owned by The GPT Group) in Melbourne, attended by SDA, NRA and SCCA representatives.
The No One Deserves a Serve campaign is targeted at ensuring retail workers are treated with respect. The SDA highlights that over 85% of retail workers have experienced abusive behaviour from customers.
L-R: SDA Members Joshua, Cindy and Danielle with SDA Organiser – West, Aleks Velanovski, SCCA Chief Executive, Angus Nardi and NRA representative Amy Lynes
The Campaign Debrief highlights the following key outcomes:
- $6+ million investment from the shopping centre industry across the national public advertising campaign
- The ads appearing across 275+ shopping centres, which comprise 32,000+ retailers and their workers.
- The ads appearing than 100 million times across 3,200 digital advertising screens, with more than 200 million customers viewing the six campaign messages.
Angus Nardi, Chief Executive of the SCCA said: “We’re really pleased to partner with the SDA and NRA to run the No One Deserve a Serve campaign ads across our digital screens for the 2023 Christmas trading period.
“I’m incredibly proud of our members’ $6 million investment to support the campaign, and that the ads were seen by more than 200 million customers across more than 275 shopping centres.
“The central purpose of the campaign is retail worker safety, and I look forward to continued engagement with the SDA and NRA on this important issue.
“While most people do the right thing, unfortunately retail crime continues to be a major challenge including with reoffending, brazen theft, violence and use of weapons.
“We’ll continue to engage with Governments on this pressing public policy issue, alongside our industry’s dedicated community safety and security taskforce,” Nardi said.
The No One Deserves a Serve Campaign ran for 47 days from Melbourne Cup to Christmas Eve 2023, generally recognised as the ‘Christmas Trading Period’, the busiest shopping period of the year.
