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Frank Harvey Endowed Professor of Marketing

Dipayan Biswas

Dipayan Biswas, the Frank Harvey Endowed Professor of Marketing in the School of Marketing and Innovation, teaches an undergraduate-level course in basic marketing, a graduate-level course in brand management, and a PhD-level course in sensory marketing. His key research interests are in the domains of sensory marketing and digital marketing, with focus on topics related to retailing, food, and health. His research has been published in the Journal of Consumer Research, the Journal of Marketing and the Journal of Marketing Research, among others. He is an associate editor of the Journal of Marketing Research and on the editorial review boards of the Journal of Consumer Research and the Journal of Marketing. He is also an associate editor of the Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Public Policy and Marketing.

1 article
Contributor Brief·Dipayan Biswas · 1 article
Updated Oct 16, 2023

Security technology must balance loss prevention with frictionless customer experience

Biswas argues that retailers face an unsolvable paradox: traditional security measures that effectively deter organized retail theft simultaneously create customer friction that drives away legitimate shoppers and erodes the store experience. He advocates that modern retailers must adopt integrated technology solutions—not punitive security theater—to achieve both loss prevention and customer satisfaction simultaneously.

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critical tension retailers must resolve simultaneously

“Store closures underscore a critical tension retailers face: implementing security measures that deter criminals without creating friction.”

Amid Concerns Over Organised Retail Theft, Retailers Must Turn to Tech to Safeguard Stores

The retail security paradox: competing imperatives

Loss prevention from organized theft9
Frictionless customer experience9
Store viability and foot traffic9

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33%Loss prevention
Loss prevention from organized theft
Frictionless customer experience
Store viability and foot traffic

tech-enabled

solutions required to solve paradox without trade-offs

Implementation of security without friction requires integrated technology, not visible deterrence alone.

Retail Security Strategy Framework

Visible security measures drive away legitimate customers faster than they deter organized criminals.

Retail Loss Prevention and Customer Experience Alignment

“Retailers choosing between security and experience will lose on both fronts.”

Themes:Security-customer experience paradox in modern retailTechnology as enabler of simultaneous loss prevention and frictionless shoppingOrganized retail theft as existential threat requiring systemic solutions

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