Currys launches Mind the Grab trial at its London Oxford Street store in bid to tackle phone theft problem

Mind the Grab is a new campaign by Currys that aims to help shift public habits and eradicate phone theft on high streets.

Backed by Westminster Council, with support from the Metropolitan Police Service and Crimestoppers, a pilot sees a purple line and signage added to the pavement on Oxford Street - a road that is home to many of the UK’s biggest retail names, including Currys. 

In partnership with the Institute for Crime & Justice Policy Research (ICPR), based at Birkbeck, University of London, the aim is to raise awareness, and in turn, change the public’s behaviour. The line, inspired by the iconic London Underground ‘Mind the Gap’ catchphrase, will be a reminder to pedestrians to step back from the kerb, keep their phone hidden and reduce their risk of snatch and grab theft.  

Photo credit: Kieran Cleeves/PA.

The retailer is also piloting a new training scheme for store colleagues to support to victims - from contacting loved ones and the police, to cancelling cards and helping them get home safely. 

“Phone theft isn’t just about losing a device - it’s frightening, invasive, and cuts people off from their loved ones, their money, and their daily lives,” says Ed Connolly, Chief Commercial Officer at Currys.  

“Enough is enough. It’s time to draw the line on phone theft - that’s why we’ve launched the Mind the Grab campaign: a bold pavement marking we believe can make a real difference by encouraging people to step back from the kerb.”  

“This trial aims to raise awareness and encourage behaviour changes to help people feel safer. And if the worst happens, we’re here to help. Our Oxford Street store colleagues will support victims - from calling loved ones and the police, to cancelling cards and helping them get home safely. Because practical, human support in those moments really matters.” 

A spokesperson from ICPR, Birkbeck, University of London says: “The research team at Birkbeck are very excited to be involved in this pilot and to observe how the use of a simple nudge technique - a vibrant purple line on the pavement – coupled with a play on a well known phrase to all London Underground commuters - ‘Mind the Gap’ - can influence behavioural change in pedestrians in phone snatching hot spots.”

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap..