Key Takeaways:

• • The CRAVED model (Concealable, Removable, Available, Valuable, Enjoyable, Disposable) helps retailers understand product vulnerability to theft.
  • Analyzing products through the CRAVED lens informs targeted loss prevention strategies.
  • Combining CRAVED analysis with data insights enhances the effectiveness of loss prevention efforts.
  • ThinkLP’s platform can integrate CRAVED insights with other data for comprehensive loss prevention.

What is the CRAVED Model?

The CRAVED model identifies six key characteristics that make a product attractive to thieves:

• • Concealable: How easy is it to hide the item while stealing it? Smaller, easily pocketed items are more attractive.
  • Removable: How easy is it to remove the item from the store? Items that are lightweight and not secured are easier to steal.
  • Available: How readily available is the item? Products that are easily accessible on shelves are more likely to be targeted.
  • Valuable: What is the resale value of the item? Higher-value items are more attractive to thieves.
  • Enjoyable: Is the item desirable or sought after? Popular or trendy items are often targeted for resale.
  • Disposable: How easy is it to resell the stolen item? Items that can be easily sold online or through other channels are more attractive.

Applying the CRAVED Model to Retail Products

To effectively use the CRAVED model, retailers should analyze their products based on the six key characteristics. This analysis reveals why certain items are more frequently targeted by thieves. 

High-end cosmetics, for instance, are often small and easily concealable, valuable, and easily disposable, making them a prime target for theft. Over-the-counter medications present another vulnerable category, as certain medications are easily removable, valuable (especially those with high resale value), and enjoyable due to potential addiction or misuse. 

Infant formula is frequently targeted by organized retail crime (ORC) groups because it’s valuable, easily disposable, and always in demand. Designer clothing attracts thieves due to its value, desirability, and ease of disposal through online marketplaces. 

Similarly, electronics like smartphones and tablets are typically valuable, enjoyable, and disposable, making them frequent targets for theft. 

Using CRAVED to Inform Loss Prevention Strategies

Once retailers have analyzed their products using the CRAVED model, they can implement targeted loss prevention strategies based on the specific vulnerabilities of each item. This might include:

• • Relocating High-Risk Items: Moving highly CRAVED items to areas with better visibility or closer to checkout counters.
  • Using Security Devices: Employing security devices such as security tags, keepers, or locked displays for high-value items.
  • Increasing Staff Presence: Increasing staff presence in areas where high-risk items are located.
  • Improving Inventory Management: Implementing robust inventory management practices to quickly identify and address any discrepancies.
  • Collaborating with Law Enforcement: Working with law enforcement to identify and apprehend organized retail crime groups targeting specific products.

The Impact of Organized Retail Crime (ORC)

Organized retail crime (ORC) significantly impacts the types of products targeted and the methods used by thieves. As highlighted by Loss Prevention Magazine, ORC groups often target items that are easy to resell in bulk, such as infant formula, over-the-counter medications, and high-end cosmetics. Understanding the specific products favored by ORC groups is crucial for developing targeted prevention strategies.

Final Thoughts

The CRAVED model provides retailers with a valuable framework for understanding product vulnerability to theft. Combining the CRAVED model with data analysis and collaboration with law enforcement is essential for protecting retail assets and minimizing losses.

Explore ThinkLP’s Blog

Now that you know about the CRAVED model, you can find additional insights on loss prevention and safety intelligence on ThinkLP’s blog. The blog features articles, case studies, and industry insights that provide practical tips and strategies for improving your loss prevention efforts.

[Read More]

Request a Demo

If you are interested in how ThinkLP’s software can support your loss prevention initiatives, we invite you to request a demo. Their Loss & Safety Intelligence Platform is designed to integrate with your existing operations, helping you reduce risks and improve efficiency. Reach out today to learn how ThinkLP can assist your organization in optimizing its loss prevention strategy.