Be Kind, Shop Kind
In June 2020, we launched our in-store campaign ‘Be Kind, Shop Kind’ in response to the rise in aggressive behaviour towards our store colleagues during the pandemic. Our initiative has pledged to support and protect our Superdrug store employees, with a zero-tolerance stance for any aggression shown towards them.
In December 2020 we launched a #bekindshopkindatchristmas initiative with the intention to combat aggression and protect staff, particularly over the festive period which is when a staggering 27% of all violence & aggression incidents reported by Superdrug colleagues across the year happen. 90% of these incidents are threats & aggressive behaviour, 8% physical assaults and 2% racial abuse. We take these acts of violence and aggression extremely seriously and will support the strongest action against individuals, including prosecution. When welcoming our customers during the festive period, we continued to actively encourage shoppers to remain respectful of staff when shopping in our stores, and to be mindful that the festive period is a time for giving, sharing, and above all else, spreading kindness.
Local stores with higher incident rates were provided with support to run individual incentives to reward stories of customer kindness over the festive period, with customers shopping through click and collect encouraged to pledge their support to ending violence and aggression against retail workers via a QR code with their order.
One member of staff, Lara from Kirkgate said, “I think "Be Kind, Shop Kind" is a great initiative. It makes me feel like someone out there is looking out for me and the daily challenges we face in retail. If it just makes one person stop and think about how they approach their shopping trip then it’s all worthwhile”
“Whilst this pandemic has brought out the worst in some, it has mostly shone a light on the lovely, kind and considerate people we have shopping in our store. Our pharmacy team have received cards and chocolates for the hard work they are doing, and we have also had customers come into store with gift tubs of chocolates for the full team! It’s such a lovely feeling to know that a customer has had such a great experience in our stores that they have felt compelled to go out of their way to say thank you.”
Jerry Walkling, Sales Operations Director at Superdrug also says, “The festive period can be a stressful time for many, however we encourage all of our customers to Be Kind and Shop Kind this Christmas. As an essential retailer, our store teams are on hand to ensure health and beauty essentials are available and accessible to our customers, and their safety and protection continues to be our priority”
As part of our Be Kind Shop Kind campaign, along with other fantastic retailers, we asked our colleagues and customers to get behind the petition aimed at protecting retail workers from threats of violence and abuse. For this incredibly important issue to be discussed in UK parliament, we needed it to reach 100,000 signatures and we are pleased to say that on 17th December 2020 that goal was reached!
We won’t stop here however – this is just the beginning! We want to say a big THANK YOU to everyone wo supported the campaign to date and remind you that if you would like to support our ‘Be Kind, Shop Kind’ campaign then please head to https://petition.parliament.uk/petitions/328621/ to encourage further steps to be taken to protect retail workers.
Please remember – above all else, today and every day, be Kind, always