Colin Peacock

Colin Peacock is a visiting fellow at the University of Leicester and strategic coordinator for both the ECR Europe Shrinkage and On-shelf Availability Group and RILA’s Asset Protection Leaders Council in the U.S. Prior to these appointments, Peacock had a 30-year career at Gillette and Procter & Gamble, where he was responsible for leading their on-shelf availability, brand protection, and shrink prevention capability. In this role he was responsible for delivering new thief, counterfeiter, shopper, and store manager insights; an innovation pipeline of new solutions, including RFID; and the oversight and delivery of successful collaborative projects with customers and distributors around the world. Peacock has published articles on loss in the Harvard Business Review and LP Magazine. With Professor Adrian Beck, he co-authored New Loss Prevention: Redefining Shrinkage Management, published in 2009. Peacock can be contacted at colinmpeacock [at] ecr-shrink-group.com