Customers browsing for lingerie at Ann Summers stores across the UK may now be recorded on camera, as the retailer begins a major rollout of body-worn devices for its staff.
Safety First: The National Rollout
This significant security initiative follows an eight-week trial across three shops in August. Deemed a success, the programme is now being expanded to 23 stores nationwide, with the chain aiming for full implementation before the busy Christmas period. The rollout will extend further into next year.
Maria Hollins, Chief Executive of Ann Summers, explained the decision to industry publication Drapers, stating: "At Ann Summers, the safety and wellbeing of our colleagues and customers is our top priority." She confirmed that "The trial has shown that body-worn cameras can make a real difference in creating a safer, more welcoming environment in our stores."
A Response to Rising Retail Threats
The move is a direct response to an industry-wide increase in abuse and threats directed at retail staff. Ann Summers is strategically focusing on locations with a history of incidents or those considered higher risk.
To support the new technology, the company is providing enhanced staff training. This includes role-play exercises and specific guidance on respecting customer privacy while using the equipment.
This forms part of a broader commitment to safety, with the retailer collaborating with law enforcement and other retail partners to actively combat crime.
Privacy Implications for Shoppers
While the primary goal is staff protection, the introduction of body cameras raises important questions about customer privacy. Shoppers should be aware that their interactions with staff could be recorded.
Under UK law, retailers generally do not need explicit consent from individuals to film in publicly accessible areas like shops. However, stores are expected to provide clear notice, typically through signage, that recording may be taking place.
It is important to note that staff are unlikely to record continuously due to data protection concerns. The cameras are typically activated during specific incidents or when staff feel an extra layer of protection is necessary.
Ann Summers is part of a growing trend among UK retailers. In October, Tesco announced body cameras for over 5,000 delivery drivers, and H&M began equipping store staff with similar devices earlier this year.
