As Holiday Shopping Peaks, New Research Warns: Locked-Up Merchandise Could Lock Out Loyal Customers - And Profits

Amid the holiday rush, when shoppers flock to stores for last-minute gifts and essentials, a groundbreaking study from The Citadel reveals a hidden retail crisis: the rise of "caged servicescapes" - stores where everyday items like deodorant, razors, and detergent are locked behind glass to combat theft. While these measures aim to curb losses, they may be driving away high-value customers, accelerating the shift to online shopping, and creating "revenue shrink" that's flying under the radar.
Published today in The International Review of Retail, Distribution and Consumer Research, the study titled "From Loss Prevention to Customer Loss: Shopper Responses to Caged Servicescapes" is co-authored by Dr. Mark S. Rosenbaum and Dr. Kirsten A. Passyn, both from The Citadel's Department of Marketing, along with Rojan Banya from Auburn University. Drawing on a national survey of 311 U.S. consumers, the research introduces the concept of "access friction" - the cumulative burden of time, discomfort, and perceived suspicion shoppers face when navigating locked merchandise.
The findings couldn't be timelier as retailers brace for holiday crowds. Industry data shows a 26% spike in shoplifting incidents last year, prompting chains like Target, CVS, and Walgreens to expand locked cases. But the study uncovers a backlash: 77% of consumers now encounter locked items regularly, with nearly half reporting reduced convenience and 44.8% turning to e-commerce giants like Amazon instead. Using two-step cluster analysis, the researchers identified two shopper segments - "Inconvenienced Shoppers" who feel alienated and distrustful, and "Tolerant Shoppers" who endure the hassle but still perceive lower service quality.
"This research flips the script on retail security," said Dr. Rosenbaum. "What was once an inviting store environment designed for discovery is now a fortress that erodes trust and fairness. During the holidays, when impulse buys and joyful browsing drive sales, these cages could turn festive shoppers into frustrated online defectors."
The study extends servicescape theory, showing how security-driven designs constrain customer autonomy and psychological ownership, leading to avoidance behaviors. It also highlights disproportionate impacts on vulnerable groups, like elderly shoppers or parents with children, raising questions about service inclusion.
Dr. Rosenbaum, the lead author, warns of long-term implications: "Retailers who have to implement cages for everyday household goods may consider whether the operation will be profitable given eroding customer value. Cages are not long-term profitable - they protect inventory today but alienate core customers tomorrow, pushing them toward frictionless online alternatives and potentially hastening store closures."
As holiday theft concerns mount - with organized crime up 27% according to the National Retail Federation - this study urges retailers to balance security with customer experience. Suggestions include evaluating "access friction" as a new KPI, designing "access-secure" environments, and exploring tech like smartphone unlocking to minimize burdens.
This isn't just another theft story - it's a wake-up call on how anti-theft tactics could reshape the future of brick-and-mortar retail. With exclusive insights into consumer psychology and actionable strategies, it's prime for holiday-season features on shopping trends, customer loyalty, and the e-commerce takeover.
For interviews with Dr. Rosenbaum or Dr. Passyn, or a copy of the full study (DOI: 10.1080/09593969.2025.2602007, contact Dr. Rosenbaum at mrosenba@citadel.edu.

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The Tommy & Victoria Baker School of Business at The Citadel will educate and develop leaders of principle to serve a global community through experiential learning. We are an AACSB internationally accredited institution with historical military roots of excellence in education emphasizing leadership development.

This release was published on openPR.