From Loading Trucks to Leading LP with Rhett Asher

It's Your Loss

In this episode of It’s Your Loss, Tony and I sit down with industry heavyweight Rhett Asher—SVP of Partnership Development at Alto and a lifelong retail pro with one of the most unique resumes in LP. From his early days loading trucks at Roses to shaping loss prevention education and advocacy at RILA, NRF, FMI, and the LP Foundation, Rhett’s story is equal parts grit, growth, and gratitude.

We talk about what it really means to understand shrink (spoiler: it’s not just about theft), how Alto helps close the loop on prosecutions, and why operational partners need to get LP in their DNA. Plus, Rhett shares some hilarious early career mishaps—including one involving a massive warehouse mistake—and his surprising guilty pleasures (Kim Possible fans, you’re not alone). This one’s packed with insights, laughs, and a whole lot of heart.

Timeline Summary

[6:33] – Rhett explains what Alto is, how it works, and why accountability across stakeholders matters
[12:07] – Growing up between DC and the Carolinas, and how loading trucks sparked his retail career
[16:05] – First impressions of LP from the ops side—and why he learned to see them as partners
[19:28] – How his understanding of shrink evolved from "stolen goods" to total loss
[22:02] – The advice Rhett would give his younger self about LP, urgency, and staying the course
[26:58] – The power of stores that “feel good”—and what that tells you about leadership and culture
[34:25] – Building the first operational audit group at RILA and its long-lasting impact
[38:43] – Rhett’s role in founding the Loss Prevention Foundation and pushing for LP credibility
[44:34] – Joe LaRocca, online platforms, and the untold stories of collaboration across the LP landscape
[48:57] – What Rhett learned from the grocery sector at FMI—and why family-run retail hits different
[53:15] – Guilty pleasures: Why Kim Possible is his go-to feel-good song
[55:25] – His unexpected love of antiquing (yes, really!)
[58:28] – A massive warehouse screw-up he’ll never forget—and what it taught him
[1:04:20] – Why integrating Alto with ThinkLP is a win for everyone
[1:08:26] – What’s next for Rhett, and why he’s still chasing purpose over comfort

Memorable quotes

• “We talk a lot about holding offenders accountable, but it’s also about holding law-enforcement and prosecutors accountable, making sure everyone has the evidence they need so the punishment fits the crime.”
• “Too many people put a lot of work into making an arrest, but if they’re cut loose, you haven’t solved the problem.”
• “When the SVP of Operations said, ‘These stores feel good,’ she meant she saw happy customers and engaged employees. That’s the metric that matters.”
• “Never miss an opportunity to meet somebody new.”
• “I’ve preached for years that vendors have to stop working in silos, data means nothing until you do something with it together.”
• “We chase ORC and shrink, but the bigger question is: how do we bring better education to the industry?”
• “Key to success in loss prevention? Coach girls—coach soccer.”

Links & Resources

• Learn more about Alto Alliance: www.alto.us
• Explore ThinkLP: www.thinklp.com
• Connect with Rhett Asher on LinkedIn: Rhett Asher
• Follow Tony Sheppard and Johnny Custer for more LP insights and stories

Until Next Time…
Thanks for tuning in t