Retail theft affects all kinds of businesses, but adult retailers face unique challenges when it comes to loss prevention. One of the more controversial strategies some retailers have adopted is the “wall of shame,” a public display of shoplifters caught in the act. While some argue that this method effectively discourages theft, others believe it raises ethical and legal concerns, potentially harming the business more than it helps.
A wall of shame typically consists of a bulletin board, digital display or online posting featuring images of individuals caught stealing. Some stores include details such as the date of the incident, descriptions of stolen items, or captions calling out repeat offenders. The goal is to create a visible deterrent, warning would-be thieves that their actions could have public consequences.
The goal is to create a visible deterrent, warning would-be thieves that their actions could have public consequences.
Many retailers who use this strategy swear by its effectiveness. Public humiliation, they argue, discourages theft and creates a sense of accountability.
Kate McGregor, owner of Adam & Eve locations in Greenfield, Massachusetts and Long Beach, California, has had mixed experiences with the approach.
“We used to have one, and there was some pressure to take it down, so we did that around 2021,” she explains. “I personally want to publicly shame, at least on social media. We haven’t really had a lot of thefts in Greenfield. But we recently had a theft, and I’m just fed up as a business owner. I posted their picture on Facebook and did not know how the community was going to react to it. It was received very well, and the girl was tagged in the post probably three times. It went locally viral, with over 100,000 views. Local people said, ‘Bring back the wall of shame.’ I do think it is a deterrent, even just a Facebook post.”
McGregor acknowledges concerns about legality, but also sees theft as a personal violation.
“My business partner’s concern was a legal one,” she says. “Are we publicly calling them criminals? I try to be careful with my words. I’m doing everything I can to make my store successful, and every time somebody comes in and does that, it upsets me personally. We’re a franchise, and people think they’re stealing from a big corporation and not a small business —just one person. When we are training our staff, we are very mindful to make sure they know that we’re expecting them to look for shoplifters. Obviously, we know they can’t stop every shoplifter. We make sure they really look at the IDs because they’re less likely to steal if they think we have their name, address and date of birth. It’s a less common occurrence these days, but when it does happen, you came into my house, so I take that personally.”
Still, many retailers and experts caution against using a wall of shame. The biggest concern? Potential legal trouble. Publicly posting images of alleged shoplifters without formal charges or convictions could lead to defamation claims, especially if someone is wrongfully accused.
Beyond legal issues, some retailers worry about how a wall of shame impacts customer perceptions. Holly Berejikian, store manager of Sexy Suz in Athens, Georgia, believes the practice can create an unwelcoming atmosphere.
“I think it’s tacky,” she says. “If it’s prominently displayed, new customers might think it’s an unsafe area to shop. It would not work in my store. I have folks who come in, scared even to set foot in an adult store, and seeing a wall of shame would just fuel their misconceptions about adult retail.”
Some retailers argue that displaying evidence of theft may actually highlight vulnerabilities rather than deter criminals. Drea Walker, owner of Up4Drea in Fayetteville, North Carolina, found that removing her store’s wall of shame correlated with a decrease in theft.
“We used to keep a wall of shame, which gave us something to talk about with our customers,” she recalls. “However, it also showed that we were weak. Therefore, when we changed locations, I did not put the wall of shame back up, and we have had less theft so far in our new location than we did in our old location. I’m not sure if this is because it’s a different geographic location or if we just haven’t noticed because our shelves are still so full. So whether you choose to let your ‘wall of shame’ flag fly or not, the best way to combat stealing seems to be getting involved with your customers.”
For those hesitant to use a wall of shame, some other effective ways to deter theft while maintaining a positive shopping experience include:
- Enhanced surveillance: Discreetly placed cameras and mirrors, and clear signage warning of surveillance, can make potential thieves think twice.
- Employee engagement: Well-trained staff who interact with customers and provide attentive service can naturally deter shoplifting by making it harder for theft to go undetected.
- Strategic store layout: Keeping high-risk items in locked display cases or behind the counter can prevent theft without the need for public shaming.
- Retail crime databases: Instead of a public wall of shame, retailers can collaborate with local businesses and law enforcement to share information about repeat offenders.
For retailers considering one approach or another, the key is to weigh the potential deterrent effect against possible negative consequences. Knowing your community and demographic is critical to predicting public response to the tactics you employ in your store. Larger chains may want to steer clear as a matter of policy, since a negative perception of the practice in one shop might affect all locations. Smaller chains and single-location boutiques may have closer personal relationships with their customers and therefore escape the negative connotation. Either way, exploring alternative theft prevention methods may offer a more balanced solution, ensuring security without compromising customer experience.
Rin Musick is a 10-year adult retail veteran who has worked in every store position from sales associate to general manager. As a brand ambassador for Sportsheets, she brings her passion for end-user satisfaction to her mission of spreading the word about the company’s historic, current and future innovations in connecting romantic partners.
