Clothing chain River Island is reporting a 60% reduction in theft at its flagship Oxford Street store in London after a trial of the revolutionary Concept Tag from Agon Systems – winner of Best Newcomer at the 2016 Retail Fraud Awards.

As well as the massive reduction in theft of tagged items, the retail team at the River Island store also reported a further reduction of 27% in theft of other products that were not using the Concept Tag.

An additional benefit of using the tag is that it deters would-be thieves from coming into a store entirely once they realise it’s being used there. This means that theft is reduced not just for clothing with the Concept Tag attached to it, but for other items in store as well.

River Island installed the Concept Tag at four stores in April 2016, including its three stores in London’s Oxford Street, and a fourth store located in Rotterdam’s busy Lijnbaan shopping district. 60,000 Concept Tags were sent to each of the four stores.

The initial results with River Island have been so promising that Concept Tags have since been sent to a further ten stores, with another two to follow this year in the Netherlands and Sweden.

Helen Tierney, Senior Profit Protection Manager at River Island, said: “When we agreed to trial the Concept Tag I knew it would help reduce our retail losses from theft. However, I didn’t expect it to be as effective as it’s been so far – or so quickly.”

“The fact that shoplifters are moving to other stores as they know they’ll have no luck removing the Concept Tag is fantastic,” Helen continued, “and it’s especially welcome when it’s a River Island store in such a high-profile location as Oxford Street!”

Sean Welch, Managing Director at Agon Systems, said: “We’re delighted that River Island has decided to expand their use of the Concept Tag to more locations on the back of a highly successful initial implementation.”

Following recognition at the Fraud Awards last October, Agon has supplied the tag to several other fashion retailers.

The Fraud Awards, and other Retail Risk events where Agon showcased the product, were “a fantastic way for us to really raise the profile and for people to understand who we were,” says Sean Welch, CEO of the Agon Group.