Scott Bohm

Scott Bohm, division director of loss prevention for Pathmark Stores, Inc., offered some unique advertising and marketing ideas to help prevent associates from stealing and to make them aware of potential loss during PFMA's second Loss Prevention Conference on May 27 in Hershey.

According to Bohm, 94 percent of shrink is connected to associates in some way.With that in mind, Bohm went to executives at Pathmark with a plan to educate employees about shrink in hopes of improving the company's return on investment per employee.He described his experiences creating marketing and advertising techniques to prevent loss by increasing employee awareness.

"The science behind the message is a key component," Bohm relayed."You have to break down who the message is targeted to and offer creative solutions to get it done."

A significant number of Pathmark's associates are from the Generation X and Y age groups.They are all familiar with reality television shows such as Survivor.

Bohm developed a series of posters to communicate with those associates.The posters were titled Shrink Factor -- similarly to Fear Factor, a popular television show where contestants complete challenges for prize money.
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"Generation X and Generation Y want to be told exactly what is expected of them," Bohm says.

Bohm suggests reinforcing the message by challenging associates to see that they are getting the message.Quiz cards can help test their knowledge on loss prevention.

"Create excitement about the program," he says."Offer prizes through a drawing of the quiz cards.You can offer something small, but meaningful."

According to Bohm, Pathmark's Associate Awareness Program required a minimal investment.It was launched in the company's 144 stores.He plans to follow up the program by getting focus groups together to find out what associates of all levels retained.

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