Today’s shoppers are more likely to stay loyal to retailers that make them feel safe—not just physically, but digitally and emotionally—according to new research published in the Journal of Business Research.
The study introduces the world’s first validated framework for measuring customer safety and well-being across both online and in-store retail environments, developed by an international research team led by Macquarie Business School’s Dr. Syed Rahman.
Drawing on data from omnichannel customers—those who use multiple channels such as physical stores, websites, apps and social media throughout their shopping journey—the research identifies 12 key dimensions of a safe customer experience (SafeCX). These include traditional factors such as security cameras and clear emergency exits, but also modern touchpoints like social media safety, safe delivery and pickup services, fraud prevention and personal data protection.
Customers who rated retailers highly on these dimensions reported greater well-being and a higher “share of wallet,” meaning they spent more with those retailers and were more likely to recommend them to others.
“Safety has always been a basic human need, but it’s now also a major factor in whether customers trust a brand and choose to buy from it,” says Dr. Rahman, first author of the study. “Our findings show that when people feel protected from things like scams, unsafe stores, or online data misuse, their sense of well-being increases and so does their spending.”
The full SafeCX scale includes 48 survey questions across 12 safety dimensions, but there is a 12-question condensed version that retailers can use as a quick audit to benchmark safety perceptions across stores, apps and delivery channels. Regulators and policymakers can also apply this 12-question condensed SafeCX survey to measure customers’ perceived safety in retailing, benchmark performance across the sector, and track improvements over time.
“Safety is no longer just about compliance,” Dr. Rahman says. “It’s a strategic investment that creates happier customers and stronger brands.”
The 12 key dimensions of a Safe Customer Experience (SafeCX) are: Social media safety, social inclusiveness, safe employees, injury prevention, spatial distancing, security cameras, security guards, emergency exits, personal data safety, order fulfillment safety, safety recall, and anxiety prevention.
More information:
Syed Mahmudur Rahman et al, Omnichannel safe customer experience: how should it be measured? Does it affect customer well-being and retailers’ performance?, Journal of Business Research (2025). DOI: 10.1016/j.jbusres.2025.115760
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