Aggression in retail customers is an ever-growing issue especially at this time of year and Professor Gary Mortimer from Queensland University of Technology is looking into the why.

An expert in the areas of food retailing, retail marketing and consumer behaviour, the Professor has come up with four reasons customer aggression is growing.

Professor Mortimer sites the four reasons as – the concept that ‘the customer is always right’, aggressive behaviour is more likely to be shown to retail workers who lack a ‘status shield’ such as young female assistants or international students, rather than supervisors.

Professor Gary Mortimer from Queensland University of Technology - Image courtesy QUT

It is more likely when the service is an isolated encounter (not a ‘relationship’ with your hairdresser or pharmacist), and frustrated customers show ‘displaced aggression’ when they are unable to find resolution and take out their anger on innocent individuals.

According to Professor Mortimer, rates of customer violence and misbehaviour is increasing so much that many retailers are turning to technology to combat aggression including body worn cameras, duress watches, computer-aided vision, surveillance alarms.

Other preventative measures include ‘humanising’ the service interaction, soothing music, pleasant scents, and improved lighting.

Image courtesy Unsplash

A 2023 survey of over 4,600 Australian retail workers found the prevalence of abuse and violence by customers has not improved since the previous surveys.

In the previous 12 months, 87 per cent of workers said they had experienced verbal abuse from a customer, and 12.5 per cent had been the victim of physical violence, up from eight per cent in 2021.

One western area business owner said they are always trying to make their customers shopping experience a positive one.

“We aim to have good upfront personal service within our business, starting with a clear understanding of what the customer requires,” he said.

“We like to make everything transparent and to let the customer know we are willing to go the extra mile to retain their business and prioritise their needs.

“Sometimes in this fast-paced world, lack of product availability, outside stress, and uniformed salesperson’s add a frustration to shopping, it’s also important to note that the customer also has a responsibility and often a sense of entitlement or the 'customer is always right' mentality can lead to ill feeling if the desired outcome is not met,” he said.

Frontline workers cop it

Unfortunately, though it is the front-line retail workers that cop the most and a local Nyngan worker said there are a few tools they can use to help in these situations.

“You don’t know what has happened the day before or the day the customer is shopping if they are displaying aggressive behaviour.

“They could have driven all the way from Bourke in the heat and not been able to source the products they need or get the service or customer service they require. It may be the last straw after a long day, it’s hardly ever the workers fault but if it is they need to listen and respond with the best option for the customer and if they can’t help them assist them by sourcing other possible people they can talk to.

“Workers need to remember it is almost never about them so don’t take it personally, especially if they work for a company, it is more likely anger at company policies rather than the worker.

“If it is your fault then work on ways to make sure the scenario doesn’t happen again and that your employers provide you with the best resources to deal with these types of situations,” she said.