As West Michigan gears up for the holiday shopping season, the City of Kentwood is again offering a unique program with a track record of keeping crime down – and retailers happy.

Operation P.R.I.C.E. (Preventing Retail Theft Through Initiative, Collaboration & Enforcement) is a collaborative effort by Kentwood Police and local businesses along the 28th Street corridor to discourage shoplifting and to educate employees and store owners on ways to decrease crime during the holiday season. In 2016, retail theft cost U.S. retail industry an estimated $48.9 billion. Programs like Operation P.R.I.C.E aim to reduce these numbers and, ultimately, improve the shopping experience in the Kentwood community.

Kentwood Police, Woodland Mall and other local store owners partner together to increase police presence in stores and on the streets. Kentwood Police also provide education to store employees on spotting the warning signs of a potential crime and what to do when someone is caught.

The program was started in 2014 in order to help educate business owners and their employees on ways to reduce retail fraud in their stores.

In 2016, over 70 businesses participated in the program. The Kentwood Police Department anticipates just as many stores partnering with them this year.

The key, says Kentwood Police Chief Thomas Hillen, is working collaboratively with business owners.

“The partnership between officers and store owners is powerful,” Hillen said. “Since 2014, we have worked to build relationships and a mutual respect with retailers. Ultimately, we are working towards the same goal – reducing theft and crime in our community.”

Kentwood Police offer education opportunities for businesses to learn more about warning signs of shoplifters. In the past four years, calls for services have increased, which means store owners and employees are using the police as a resource – and keeping theft down.

“The more employees know about the warning signs of a shoplifter, the more empowered they feel to call us for assistance,” Hillen said.

Woodland Mall has certainly seen positive impacts of Operation P.R.I.C.E. since its inception. This year, Kentwood Police will be more visible than ever in the mall.

“We appreciate how proactive Operation P.R.I.C.E. and the Kentwood Police have worked to keep retail fraud down during the busy holiday season,” said Lyndsey Hicks, director of marketing at Woodland Mall. “More than just the visibility of seeing officers in and around the mall, store owners have expressed gratitude about the education provided to spot potential shoplifters. The personal connection between officers and employees makes it easy to call for help when suspicious activity is spotted.”

In addition to focusing on retail theft, police presence is increased on the roadways, which also reduces speeding and traffic incidents.

Operation P.R.I.C.E will run from Nov. 24 – Jan. 5. During this time, shoppers will see police officers in stores near the Woodland Mall and along 28th Street, West Michigan’s prime retail corridor.