Commonly utilized traditional EAS technologies are in fact outdated

The markets for product protection systems have remained stable for 30 years. In other words, many retailers rely on the technology that was first launched decades ago. However, in 30 years, technology has generally developed rapidly. Who would have believed in the 1990s that someday, people will be able to vocally communicate with technological devices, pay their bills relying on those same devices and do basically everything with them? No one. Hereby, it is easy to relate to people who find it hard to believe that there are solutions so sophisticated that they can be compared to an employee, when it comes to store operations; sales, loss prevention and data collection.

Electronic Article Surveillance, or EAS, is a hypernym for a wide range of different kind of product protection solutions. Among traditional EAS technologies, there are, for example, Electro-Magnetic-, Acousto-Magnetic- and Radio Frequency solutions utilized in theft prevention. Radio Frequency solution is sometimes confused with Radio Frequency Identification (RFID). RFID is, however, a different thing that has very little to do with theft prevention.

In traditional EAS technology the gate creates induction field that tries to observe if there is a tag nearby resonating at a correct frequency. However, there is no way for the gate to distinguish a tag from a piece of metal attached to a stroller or maybe a belt that happens to resonate on the same frequency. This is why the traditional gates are sounding false alarms so often. Despite this, EAS technology sure provides deterrence. Shoplifters tend to head to the stores where stealing is made easy – In other words, to the stores where there is no surveillance at all.

On the other hand, EAS gates can be fooled easily and shoplifters know how to do this. A common method to prevent the alarm is to cover a tag with a piece of metal or stuff the whole product into a foil-lined bag. Also, if a tag is positioned on a special way the gate cannot detect it. Another way to bypass the system is to detach a tag before exiting the store. There are for example illegal magnets sold for this purpose. More often than not, the chain reaction to catch a shoplifter is initiated too late, if at all. In addition to this, traditional EAS technology has no way to identify a stolen product automatically.

After 30 years of waiting, we are now for sure going further than this. The lack of technical development in the industry has left empty space for new innovations. This opportunity has been utilized and nowadays, we are able to prevent theft at the stage of an attempt. Noccela is a modern Electronic Article Surveillance solution. Noccela gives an alarm immediately if a shoplifter is aiming to break or otherwise detach a tag or stuff a tagged product into a foil-lined bag. The shop staff will be notified real-time where and how a shoplifter is attempting to steal. Noccela smart tag is also able to notify staff if a customer is in need of help.

Finnish companies BRANG and Noccela providing innovative tools against shoplifters

According to Finnish Commerce Federation the shrinkage from shoplifting in Finland is around 500 million euros annually. Shop owners and honest customers end up paying the cost of shoplifting.

 Debt collection knows a lot of work and shop owners are often too busy to take care of that. A common misconception is that close to nothing can be collected from shoplifters. Retailers have been frustrated about the shoplifting issues for a long time. Mikko Huhtanen – whose shop is a part of Finnish K-Kauppa retail chain – wanted to fight the issue by joining a pilot program dealing with the debt collection of shoplifting at the beginning of this year. A modern service is being used to help shop owners to tackle issues of shoplifting and ease the workload of the owners. Now more shop owners have joined the pilot program.

– At store floor we must be able to focus on selling goods and serving our customers. This co-operation is giving us the opportunity to focus on our core operations. The fact that convicted damages get executed and collected strengthens the faith to our society. We have been positively surprised about the good results, says shop owner Mikko Huhtanen.

– We were also surprised of the good results and decided to provide service to the whole retail sector in Finland. Collected funds from debt recovery proceedings are transferred to retailers’ account within 24 hours of the arrival and are allocated to the original commissions. We are also excited of the innovative solution of Noccela which efficiently helps to prevent and catch shoplifters while making reporting for police and testifying in court so much easier. Together with Noccela we are providing relief for retailers and making sure that there is justice, clarifies Arto Kallio from BRANG.

– Retail theft is a growing problem which require active solutions. Solutions from Noccela and BRANG are complementing each other. In the big picture our common goal is to prevent shoplifting events and help retailers to focus on improving the customer experience. It is great to have companies like BRANG creating new innovative services. We are working together on the retailer’s and consumer’s side, says Tapani Talvitie from Noccela Ltd.

Both Finnish companies provide turn-key solutions which are easy to deploy and suit broadly for the different branches of retail sector.

More information:

Arto Kallio
Business director, partner
Tel. +358 50 300 4417
Tapani Talvitie
Business Development
Tel. +358 50 5188 466 


BRANG is a Finnish invoicing and collection agency. One of their services is a debt collection for shoplifters, which has been tailored together with shop owners. New service intervenes in the shoplifting and takes care of the debt collection for customers, from beginning to end. Service is executed so that the shop owner does not have to dedicate any resources or time on the matter.

More about BRANG:

Noccela Ltd

For the first time in the history retailers now know exactly where their protected goods are moving in their stores. Noccela Ltd is a European growth company providing the most effective solution to prevent shoplifting. The internationally triple-awarded solution has been developed together with retail customers. It is based on new patented IoT and cloud innovations. Proven success rate of protecting the goods has been 99,5%. At the same time clever real-time sales opportunity notifications are increasing store revenues and management receives whole new insight to product level data. Customers include fore-running European and international retail chains.

More about Noccela:


Hardware store K-Rauta improves customer service with Noccela

K-Rauta Skanssi is active in improving their customer experience and wants to increase the amount of important customer encounters. With the help of smart Noccela equipment the staff is now able to better focus on the diverse tasks of a retail store: a mobile app on the phone gives a notification when a customer is in need of help.

– We want to be up-to-date with our service. Noccela solution enables us to answer to our customers’ needs more efficiently than ever before. Noccela solution is like from the future. This new technology is taking us forward creating smarter retail environment. It is fun to be developing new for the improved customer service, cheers Juha Huunonen the store manager of K-Rauta Skanssi.

– We are truly excited that the creativity in retail is blooming and that are able to utilize new technology to improve customer service. Barbecue season is getting hotter but this time customers don’t get heated – at least not at K-Rauta Skanssi – since service is available by a push of a button, ponders Riku Miettinen the CEO and co-founder of Noccela.

In addition, with active customer service the management and the staff of the store will receive inclusive reports and analyses of the attractiveness of different products. This information can be utilized in for example allocating human resources, improving the selection and presentation of products and analyzing the differences between various periods of time.


More information

Riku Miettinen, CEO, Noccela Ltd, tel. +358 41 540 6666,
Juha Huunonen, Store Manager, K-Rauta Skanssi, tel. +358 2 2600 600,

K-Rauta chain is the market leader of hardware stores in Finland. It serves new builders, renovators and professionals and has the most inclusive selection of products domestically. Operating under Finnish Kesko, K-Rauta is an international operator in the hardware store industry and a part of K-Group. Group has stores in Nordics and Baltics. K-Rauta has around 140 stores in Finland alone. Kesko has globally around 1800 stores in total.

Noccela Ltd is a Finnish growth company founded in 2014. The company has developed the most innovative and effective solution for loss prevention and retail management. The solution is based on a real-time IoT technology and cloud service. Solution has been developed together with the customers from  the beginning. Customers include European and international retail chains.

Riku Miettinen is an entrepreneur and one of the co-founders of Noccela Ltd. He has been working in retail industry for over 20 years. The story of Noccela began when Riku wanted to develop new innovative ways to minimize the shrinkage in retail stores and simultaneously create tools for retail sales, customer experience and knowledge-based managing.