Marvin OnumonuRetail Trust has launched the ‘Let’s Respect Retail’ campaign urging shoppers to share their smiles of respect with shop workers.
Research from the Retail Trust found 77% of shop staff had experienced intimidating behaviour in the past year.
A quarter were physically assaulted, and 43% said they were abused or attacked every week.
This was up from 33% the year before.
Retail Trust called on shoppers to show respect to staff, starting with gestures like a hello, thank you or a smile.
Lord Stuart Rose, former chairman of Marks & Spencer, Asda and Ocado, Charlie Mayfield, former chairman of the John Lewis Partnership, and Howard Dawber, London’s Deputy Mayor for Business, have all backed the campaign by sharing their smiles for the screens.
Chris Brook-Carter, CEO of the Retail Trust, said: “Thoughtless, unkind and aggressive behaviour has become ‘part of the job’ for too many shop workers today.
“It’s on all of us to help bring humanity back to the high street this Christmas, starting with acts as simple as a thank you, a greeting, and a smile.
“The smiles being shared across the country represent the Retail Trust’s call for dignity and decency.”
Brook-Carter added: “We know that the smallest acts of respect still make a huge difference to people who are facing daily hostility at work and this is our moment to prove that and to change behaviour.”
Theo Paphitis, chairman of Theo Paphitis Retail Group including Ryman, Robert Dyas, Boux Avenue and London Graphic Centre, said: “The retail industry is one of the most supportive around, as shown by the warmth for, and engagement with, this year’s important ‘Let’s Respect Retail’ campaign.
“Our store colleagues are out there helping our customers day in, day out and respect is the very least we should ask for as we serve our communities.
“Visit stores, smile and engage positively with our colleagues and this becomes a win-win for all.”
Screens showing the campaign will appear at 24 shopping centres across the UK until Christmas, including Bluewater, Metrocentre, Westfield London and Westfield Stratford, supported by JCDecaux Community Channel.
Support has also come from Primark, bp, Holland & Barrett, H&M, Landsec and Elevate.
Kari Rodgers, UK retail director at Primark, said: “As we move into the festive period and stores get busier, our store colleagues are there to help but any abuse directed towards anyone working in retail is simply not acceptable.
“A small gesture like a smile or a thank you can make a real difference, so I’d encourage everyone to remember there’s a person behind the uniform when out shopping in the coming weeks.”
Jo Hayward, vice president, mobility & convenience retail of bp, said: “I’m proud to support the Retail Trust’s Respect Retail campaign.
“Our retail teams work incredibly hard to deliver great experiences for our customers every single day.
“They’re a vital part of our business and a key part of your communities. A smile or thank you goes a long way. Let’s show them we care.”
