Customers browsing for lingerie and underwear at Ann Summers stores across the UK may now be filmed during their shopping trips, as the high street retailer begins a major rollout of body-worn cameras for its staff.
A Response to Rising Retail Threats
The decision to equip employees with cameras follows an eight-week trial across three shops in August. Deemed a success, the initiative is now being expanded to 23 stores nationwide, with the chain aiming for full deployment before the Christmas shopping rush and further extension into next year.
Ann Summers CEO Maria Hollins explained the move to trade publication Drapers, stating that colleague and customer welfare is the company's utmost concern. "The trial has shown that body-worn cameras can make a real difference in creating a safer, more welcoming environment in our stores," she said.
Privacy Considerations for Shoppers
This new security measure means that interactions between customers and staff could be recorded. Under UK law, retailers do not need explicit consent from individuals to film in publicly accessible areas like shops. However, stores are generally expected to inform the public that recording may be taking place, typically through clear signage.
To address potential privacy concerns, Ann Summers has emphasised that it is providing enhanced training for its staff. This includes guidance on respecting shopper privacy and role-play exercises. The cameras are not intended for constant recording but are likely to be activated during situations staff perceive as higher risk or when an incident is occurring.
Part of a Wider Retail Security Trend
Ann Summers is not alone in adopting this technology. The rollout reflects a broader shift within the UK retail sector aimed at combating a reported increase in abuse and threats towards shop workers.
In a similar vein, Tesco announced in October that it would provide body cameras for over 5,000 delivery drivers across 100 stores. Earlier this year, high-street fashion retailer H&M also began equipping its store staff with body-worn devices to deter theft and aggression.
For Ann Summers, the body cameras are a key component of a wider security strategy that includes collaboration with law enforcement and other retail partners. The company has stated it will prioritise installations in locations with a history of incidents or those considered higher risk, all part of an ongoing effort to ensure a secure and comfortable environment for everyone.
