National Retail Federation Releases Guidelines for De-Escalating Mask Conflicts

Every retailer has had at least one customer refuse to wear a mask this year, and every retailer has handled it differently. It’s not retailers’ fault: B-school doesn’t teach you how to address irate shoppers flouting pandemic safety requirements.

Now, some consistency. The National Retail Federation (NRF) and the Crisis Prevention Institute released an online course for retail workers about defusing conflict when shoppers “forget” their masks at home or ignore social distancing policies.

Employees will learn tactics to…

• Recognize a customer’s “crisis stage”
• Talk them down from a violent reaction

Why it matters: The Crisis Prevention Center reported that inquiries related to de-escalating violence at businesses doubled during the pandemic.

Asking bare-faced customers to wear a mask in stores has resulted in viral shouting matches, parking lot fisticuffs, and even fatal injuries. As Covid-19 cases in the U.S. near a third peak, retailers have to prepare for more in-aisle episodes along with stricter health precautions.

Zoom out: Retailers may avoid some drama by moving holiday sales online and limiting store events. Earlier this week, Walmart said it would curb store capacity during its Black Friday promotions.