Eight-week trial with Reveal Media body cameras delivers immediate impact, prompting expansion across high-risk stores
Ann Summers, the UK’s leading lingerie, underwear and bedroom toys retailer, has recorded a 42% reduction in personal safety incidents during a trial of body-worn cameras across three flagship stores. The Reveal Media camera technology will now be rolled out to further high-risk stores.
The eight-week trial occurred at stores in Edinburgh Princess Street, London Oxford Street and Nottingham city centre, and delivered measurable improvements in both staff confidence and in-store behaviour. Notably, the Edinburgh store reported zero police-attended incidents during the trial period, and recorded its quietest Fringe season on record in terms of incidents.
The body-worn cameras also received zero complaints from customers in the trial, highlighting that camera technology and customer experience can successfully coexist, even in store environments commonly associated with high levels of discretion.
Ann Summers introduced the cameras in response to increasing concerns around staff safety. Many of its stores are staffed by women, including colleagues in early supervisory roles, who were increasingly encountering aggression, intimidation and people under the influence of alcohol or other substances during their work day.
The issue reflects a wider trend across the UK. The British Retail Consortium cites there are more than 1,600 incidents of violence and abuse against retail workers every day.
Sam Tenner, Head of Business Risk at Ann Summers, said: “It’s a sad fact that it’s tougher to work on our high streets, and with resources dwindling, the ability for police to respond in the way in which we might hope isn’t realistic anymore. So, with instances of confrontation or aggression up, we saw body cameras as a viable personal safety tool.
Also Read: From Bill Gates to Yuri Milner: Four Manifestos Advocating for Sustainability and Social Change
“Our motivation was purely around making our people feel we’re investing in the right tools to keep them safe and showing them how to use those tools to actually de-escalate aggressive behaviour.”
Aware that an introduction of body-worn cameras would have to be handled carefully, Ann Summers believes the trial has helped address any initial staff concerns around customer perception, and demonstrated that the presence of cameras can deter incidents without disrupting the in-store experience. Staff responded positively to clear guidance on how and when the cameras should be used, with recording positioned as a last resort in situations that are escalating.
The trial also helped build confidence among teams that body-worn cameras can be used effectively in practice, supporting safer interactions without disrupting day-to-day store operations.
Alongside the R1 cameras, Ann Summers is also using Reveal’s DEMS 360 software, a digital evidence management system that securely stores and organises footage. When cameras are docked in-store, footage is automatically uploaded to the cloud, allowing authorised team members to review incidents quickly and determine whether further action is required.
Tenner said: “Reveal has made a huge difference to the safety and confidence of our staff and given our board the belief we are tackling an important potential problem.”
Alasdair Field, CEO of Reveal Media said: “The team at Ann Summers were dealing with something no retailer should have to normalise — aggression toward staff. Seeing our cameras actually change that dynamic on the shop floor, not just in theory, is why we do this work. Fewer incidents, more confident colleagues, and safer store environments, that’s the difference.”
About Reveal:
Founded in 2002, Reveal Media is a global leader in smart, efficient, and secure body-worn video solutions for retail. Reveal’s mission is to protect frontline store and delivery staff from the rising tide of aggression and abuse. Reveal’s customisable body-worn video solutions are used by retailers globally to deter offenders, de-escalate incidents, and document evidence.
Reveal was first-to-market with small-form cameras designed for retail, and the first to develop a body-worn camera with a front-facing screen, which enhances transparency and trust between users and the public.
Informed by in-depth retail knowledge, Reveal helps to create safer environments for retail teams, support staff retention and wellbeing, and improve customer experience.
With headquarters in the UK, offices in the US, Europe, and Asia, and a global partner network, Reveal serves customers in over 40 countries worldwide. For more information, visit revealmedia.co.uk.
About Ann Summers:
Ann Summers is an iconic empire and multi-channel retailer with a mission to empower women – being there to support, inspire and liberate. This is something we have been proudly and relentlessly driving for over 50 years.
Trailblazing since 1972, no other brand has had more conversations with their customers about sex, empowering generations to push boundaries and drive change. In the 80’s we brought sex to the high street, creating female-orientated shopping environments which encouraged women to talk about sexual pleasure. Beyond our physical presence, Ann Summers has built a thriving online business through AnnSummers.com, as well as through third-party partnerships with the likes of ASOS, NEXT and many others.
The Group now comprises not just the Ann Summers brands and channels, but the newly created knickerbox.com platform and KBX lingerie brand, creating the first multi-brand lingerie focused website.