Navigating aggression in retail: Strategies for Conflict Resolution & De-escalation Training

Written by James Adams, IKON Trainer 

According to the British Retail Consortium: Incidents of violence and abuse against retail workers increased by 50% to 1,300 a day in the year to September 2023. As a conflict resolution trainer, I’ve spent years honing my skills in de-escalating tense situations. There’s one setting where these skills are constantly put to the test: the retail environment.  

The Retail Trust’s shop worker survey also found nine in 10 retail workers have faced abuse at work. 

Aggression in retail is a common occurrence, whether it’s fuelled by frustration, miscommunication, or simply a bad day. In this article, I’ll share some insights and strategies for navigating aggression in retail, drawing from my experiences in training and real-life scenarios. My early working life was centred in retail and having been out of that line of employment for many years, it’s saddening to hear that the experiences of staff providing customer service continues to worsen, and staff are facing daily occurrences of conflict and aggression. 

Firstly, it’s crucial to understand the root causes of aggression in retail. Often, customers may feel aggrieved due to long queues, pricing, product unavailability, or dissatisfaction with service. Employees, on the other hand, may face aggression from customers or even colleagues due to stress, company policies, or personal issues. Recognising these triggers is the first step in effectively managing aggression. 

Techniques for defusing customer aggression in retail 

One of the key techniques I emphasise in our conflict resolution, managing aggressive behaviour and de-escalation training is active listening. When faced with an agitated or angry customer or colleague, it’s essential to listen attentively to their concerns without interrupting or becoming defensive. Acknowledge their feelings and validate their experiences, even if you don’t agree with them. This demonstrates empathy and can help defuse tension and forms the basis of effective communication. 

LEAPS is a technique we teach to accomplish this, learn more in my recent article…What is the LEAPS communication model?  

Another valuable strategy is to remain calm and composed, regardless of the situation. As a conflict resolution trainer, I often remind retail staff that they are the face of the company and must always uphold professionalism and remain non-emotional. It is vital to not take things personally in the face of frustration. 

Responding to aggression with aggression only escalates the conflict and can damage the reputation of the business. Instead, practice using a neutral tone and body language. 

Effective communication is also paramount in diffusing aggressive situations. Clearly explain company policies or procedures and offer solutions or alternatives where possible. Use language that is firm yet respectful and avoid escalating the conflict with inflammatory remarks or gestures. Often, a simple apology to acknowledge the issue can go a long way in appeasing a disgruntled customer or colleague. 

In my de-escalation training for employees training sessions, I often role-play various scenarios to simulate real-life situations that retail employees may encounter. This hands-on approach allows participants to practise their de-escalation skills in a safe environment and receive constructive feedback. Role-playing also helps build confidence and resilience, empowering employees to handle aggression more effectively in their day-to-day interactions. 

Finally, it’s important for retail organisations to prioritise the wellbeing of their employees. Providing comprehensive training in conflict resolution and emotional intelligence equips staff with the tools they need to navigate challenging situations. Additionally, fostering a supportive work culture where employees feel valued and heard can help reduce the incidence of aggression in retail settings. 

Effective communication tips with challenging customers in retail 

• Engage early with professional friendliness – set and maintain the tone of conversation. 
• Ask what you can do to assist the customer to understand expectations. 
• Listen, be present and acknowledge their concerns or complaint. 
• Remain calm and confident in your knowledge. 
• Explain processes and outcomes in straight-forward terms, no jargon. 
• Have prepared options and choices to offer and seek preferred outcomes. 
• Set consistent boundaries and approaches from all staff to promote a positive and supportive culture. 

Empowerment in action 

Recently, I had the privilege of delivering IKON Live, Online Remote and Face-to-Face Conflict Resolution training to LUSH’s dedicated staff across multiple locations, including Ipswich, London, and Cork. 

One of the many interesting points raised was one that many of us may be unaware of; being in central locations it is not unusual for staff to have to deal with anti-social and aggressive behaviour from non-customers. Incidents occurring outside the store can quickly become safety issues, and giving staff the confidence to manage these occurrences effectively is vital, empowering them to make quick decisions and escalate as needed to local security teams, CCTV operators and the Police. 

I’m thrilled to share some incredible highlights from our collaboration with the amazing team at LUSH: 

The feedback from the Cork team speaks volumes about LUSH’s commitment to empowering their staff: 

‘The training provided by IKON was exceptional! The team was fully engaged, and the 5-Step Appeal process was incredibly practical and helpful in navigating difficult situations. We appreciated the opportunity to discuss boundaries and assertiveness, which has already proven invaluable in our day-to-day interactions.’ 

I’m genuinely inspired by LUSH’s dedication to fostering a culture of safety and confidence among its staff. Similarly, the staff that attended these sessions were enthusiastic and willing to learn. 

Their pro-active approach to training and development sets a shining example for other retail organisations. 

We look forward to continuing this journey with lots of retail companies and fostering a safe and confident culture for everybody. 

Case study: LUSH nailing it!  

The importance of training and support in retail cannot be overstated.  

‘We believe in happy people making happy soap, putting our faces on our products and making our mums proud.’ 

Feedback from LUSH’s recent de-escalation training shows how the training has been put into action successfully: 

‘Just wanted to share some feedback following the recent de-escalation training held in London. We had a couple of unpleasant incidents take place in Oxford Street over the weekend and the way the team dealt with it at the moment was honestly faultless! There was no confusion or lack of confidence, a Supervisor approached the challenging individuals and calmly asked them to leave the store, afterwards the whole team checked in with each other and it didn’t impact the day whatsoever. ‘ 

We’ve helped many other sectors empower their staff to feel safe and confident in their workplace: NHS, Transport, Education, Local Authority.  

Strategies for managing retail customer aggression 

The 5-step Appeal is a simple, useful model for staff to use when a conflict has reached a level whereby the behaviour involved is becoming unacceptable. It can be used on the phone, or face to face to either pause or end a conflict. It is the cut-off point, where we are saying to people “Enough is enough.”   

Read more about the 5-Step Appeal in Trainer Pat Lane’s Insights article.  

Mental health in retail 

This article from The Retail Bulletin sheds light on the pressing issue of mental health in the retail industry.  

It highlights the significant impact of demanding work environments, erratic schedules, and customer interactions on the mental wellbeing of retail workers. Moreover, it discusses the lack of adequate support and resources provided by employers to address these issues effectively.  

With insights from industry experts and first hand accounts from employees, the article underscores the urgency for pro-active measures to prioritise mental health within the retail workforce.  

By fostering a culture of empathy, understanding, and support, retailers can not only enhance employee satisfaction and retention but also contribute to the overall well-being of their workforce. 

Controversial bag checks in Aldi 

As this story suggests, Aldi’s looking at bag checks in response to shoplifting concerns has sparked a wave of debate regarding its implications for both customers and the overall shopping experience.  

While the move aims to deter theft and protect the store’s assets, it also raises questions about privacy and customer trust. The act of having one’s bags inspected upon exiting the store may lead to feelings of unease and suspicion among shoppers, potentially tarnishing the previously seamless and enjoyable experience associated with Aldi.  

Moreover, such measures could inadvertently escalate tensions and even incite violence, as confrontations between staff and customers become more likely in these heightened security scenarios. As retailers navigate the delicate balance between safeguarding their merchandise and preserving customer satisfaction, the impact of these security measures on the dynamics of consumerism and societal behaviour remains a topic of intense scrutiny. 

In conclusion 

Aggression in retail is a complex issue that requires a multifaceted approach to address effectively. As a conflict resolution trainer, I’m passionate about empowering retail staff with the skills and knowledge they need to handle aggression calmly and professionally. By fostering empathy, practising active listening, and promoting effective communication, we can create safer and more positive retail environments for both employees and customers alike. 

Abuse is never part of anyone’s job and if you’re a retail worker encountering abuse, threats or violence, please do report this to your manager. Let’s Respect Retail Staff.  

Managing Aggressive Behaviour Training for your Ttam 

Helping your team with their customer service training for handling aggressive customers: 

Click here to Equip your team with essential conflict resolution skills today: IKON Training’s Conflict Resolution and Managing Challenging Behaviour Training Courses for Retail Staff.  

Read more insights from IKON Training. 

Call us 01473 927333. Email: [email protected] 

Written by James Adams, IKON Trainer 

James brings extensive frontline experience from his time with an NHS ambulance trust. This experience uniquely positions him to work with many of our clients, spreading the message that safety and confidence at work are paramount.  

James’s passion, empathy, and sense of humour, where appropriate, shine through in his training. 

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