On a September evening in 2023, a video alert pinged on the phones of Vince and Fiona Malone. At home in Tenby, West Wales, they watched as the same two men, for the third time that day, stole alcohol from their convenience store. But this time, thanks to an artificial intelligence security system, the shopkeepers were able to intervene, leading to a police call, a court case, and a prosecution.
A Seaside Business Under Siege
Vince and Fiona Malone took over the Tenby Post Office in 2015, later moving to a purpose-built combined shop and post office in 2020. Their store, which employs 14 people and sells everything from Welsh cakes to stationery, is a community hub, recognised as Post Office Retailer of the Year in 2022. However, in the wake of the Covid pandemic, they noticed stock rapidly disappearing from shelves. Detailed checks revealed they were losing approximately £26,000 annually to theft, a sum that Vince Malone said actively impacted their family’s quality of life.
The thefts ranged from brazen, alcohol-fuelled grabs of spirits to sophisticated operations where groups would distract staff so accomplices could steal unimpeded. Pet food was also a frequent target. While expressing anger at the losses, the Malones also voiced compassion for those stealing due to drug or alcohol addiction, acknowledging the complex reasons behind the crime.
The National Picture of Retail Crime
Their experience is a microcosm of a crisis gripping UK retailers. According to the Association of Convenience Stores (ACS), there were 6.2 million incidents of shop theft in the past year, up from 5.6 million the previous year. Police recorded 516,971 shoplifting offences in the year ending December 2024, a 20% year-on-year increase and the highest level since 2002/03. The ACS estimates crime cost convenience retailers £316 million, with retailers spending a further £265 million on prevention—a cost dubbed a “10p crime tax” on every transaction.
Violence and abuse against staff have become endemic. The British Retail Consortium (BRC) reported around 737,000 incidents of violence and abuse in 2023-2024, averaging 1,300 per day. ACS data for the 12 months to December 2024 shows 77% of workers faced verbal abuse, 53% received threats of violence, and 10% were physically assaulted. Industry surveys indicate two-thirds of retailers believe the cost of living crisis has driven the increase, while over three-quarters see organised crime as more prevalent. Yet, only an estimated 42% of retail crime is reported to police.
An AI Game Changer
Determined to act, the Malones attended a technology show in May 2023 where they discovered the x-hoppers system. By September, they had installed 29 AI cameras integrated with their existing CCTV, alongside communication headsets for staff. The technology, developed in partnership with AI software provider Veesion, analyses customer behaviour in real-time, detecting gestures like items being placed in pockets or bags.
When a potential theft is identified, the system sends an alert to staff headsets within approximately five seconds, specifying the location and gesture. It can also trigger a tannoy message warning that theft is being monitored. The headsets allow constant communication between team members, ensuring no one works alone and enhancing both safety and efficiency for queries.
The impact was immediate and dramatic. Where the business was losing £200 to £300 a week in quieter periods, losses have been slashed. The Malones report theft has reduced to in excess of £5,000 a year from £26,000, with several successful prosecutions following in the first few weeks of use. The system proved its worth on 24 September 2023, when the AI alerted them to the repeat offenders, enabling Vince Malone to confront the men and provide police with definitive video evidence.
Beyond direct interception, the Malones believe the AI serves as a powerful deterrent, and they make a point of publicising how thieves are caught. The investment, they say, has far outweighed its cost.
Industry Trends and the Human Touch
The move towards AI security is growing, with major retailers like Co-op also installing similar systems. Technologies like Veesion’s focus on analysing body language without using facial recognition to avoid biometric data concerns. The industry is also grappling with self-checkout vulnerabilities and debating the role of more controversial tools like facial recognition.
There are calls for legislative change, including creating a standalone offence for assaulting a retail worker and repealing the £200 threshold for prosecuting shop theft. Vince Malone, who is the Wales District President for The Federation of Independent Retailers and has been shortlisted for a UK Post Office director role, supports such measures through the Fed’s ‘Safe, Secure, Supported’ campaign. Fiona Malone serves as a Non-Executive Director on the Independent Retailer Board of the ACS.
Despite embracing technology, the Malones are adamant about preserving their shop’s character. “We care, and we take the time to talk to our customers,” they said. The primary goal is to provide a safe haven for both staff and the community. The AI system, they stress, is a tool to safeguard that service, not replace the human connection at its heart. For this independent business in Tenby, artificial intelligence has become an indispensable ally in ensuring they can continue to serve for years to come.
