Seems like a reasonable idea:
“No one wants to prevent the theft of firearms more than the licensed retailers that sell them,” said Stephen L. Sanetti, NSSF president and chief executive officer. “There is no one-size fits all solution to helping prevent thefts from firearms retailers, which is why Operation Safe Store will provide access to information and training to allow retailers to make the decisions that are right for them.”
I strongly suspect there is more to the story than what we see here.
A bit of background with something slightly off the topic at hand.
At one point there was talk of “safe storage” laws at the Federal level and states were passing such laws with alarming regularity. They were poorly written at best and frequently obvious attempts to make it prohibitively expensive, increase the hassle of owning a gun, and make it difficult or impossible to use a gun for home self-defense.
“The industry” responded by including a lock of some sort with every new gun sold. Gun friendly legislators, lobbyists, and gun owners could then use this to convince undecided legislators, “Gun owners already have ‘safe storage’ available to them.” The “safe storage” drive was stalled and in some states even turned against the anti-gun activists.Washington, for example, passed a law removing the state taxes from gun safes.
I suspect the NSSF is politically astute enough to see some writing on the walls and is “getting ahead” of legislation aimed at making life very difficult for gun stores.