Navigating unsafety in vulnerable retailscapes: a narrative approach

Abstract

Purpose – This article conceptualizes retail unsafety as a narratively negotiated experience. It investigates how retail stakeholders face experiences of unsafety in vulnerable retailscapes marked by high crime rates and insecurity. Design/methodology/approach – Employing a narrative approach, the study uses in-depth interviews with staff in and around retail stores to show how storying experiences of unsafety organize and give meaning to retail work in vulnerable areas in Sweden. Findings – The analysis shows how stakeholders navigate unsafety by narratively organising their experiences around story plots of threatening customers, volatile environments, and fragile local communities. By foregrounding everyday work practices, the study highlights the relational and context-dependent nature of unsafety within vulnerable retailscapes. Practical implications – The study highlights the importance of developing context-sensitive in-store policies and targeted training that prepare frontline staff to handle safety-related challenges, including encounters with aggressive or violent customers. It emphasizes the value of fostering a collaborative workplace culture, redesigning store layouts to improve visibility and minimize staff isolation, and building local partnerships that enable retailers and community actors to address safety concerns collectively. Originality/value – The article advances research on retail safety by shifting attention from store-level features to the wider retailscape, where safety emerges through ongoing interactions among stakeholders. It underscores the experiential and relational dimensions of retail unsafety and the mutually shaping relationship between retailers and the neighbourhoods they serve.