Life in the Retail Space October 2015 - Page 4

But what can retailers expect to see a rise of in-store in regards to green marketing? 1. The use of Video with in store POP What’s In Store for Retail Marketing? In previous decades, being sustainable was largely linked with extra costs, particularly in the short term. However, over the past decade, corporate social responsibility has been gaining increasing momentum within the retail industry and an increasing number of companies are looking for ways to emphasise their commitment to environment and social goals. In recognising that sustainability is here to stay, the retail industry has seen an undeniable shift from looking a sustainability and “green retail” as a cost center, to seeing it as an opportunity to reduce and manage risk, improve customer and employee relationships and ultimately deliver better products and a better service. a range of issues” and that “for retailers, CSR is inherent to their business strategy”. It is apparent, however, that CSR remains at the forefront of retailer’s strategic decision making and in a recent report sustainability experts from 82 countries worldwide were asked to identify leading companies integrating sustainability into their business strategies. The number of mentions ranked companies in the following order… Within the retail sector of the UK economy the British Retail Consortium reported way back in 2005 that “CSR is increasingly providing a template for retailers to report on 5. Natura (5%) 4 LITRS OCTOBER 2015 1. Unilever (38%) 6. Ikea (5%) 3. Interface (8%) 8. GE (3%) 2. Patagonia (12%) 4. Marks & Spencer (6%) 7. Nestle (4%) 9. Nike (3%) 10. Coca Cola (3%) (Published in the 2015 Sustainability Leaders report) CSR into their purchase decisions. Ultimately this demonstrates that simply, consumers these days are more attracted to retailers or companies that invest in CSR schemes and initiatives. While in general retailers will begin to adopt and experiment with technology and innovative ideas, companies are notably trialling the implementation of EXAMPLE: Waitrose a number of video formats. are already known for EXAMPLE: Visa used a four their support of British Farmers but have furthered part ‘shoppable’ YouTube video series to promote Visa this recently by backing Checkout- an online service British Wool licensee and entrepreneur Kim Stead that allows users to store their payments and shipping with her innovative reusable 100% British Wool shopping information. Using YouTube shoppable video technology, bag. The new concept of “twool” wool bags has the audience can buy products featured by clicking been a major investment for Stead, offering a robust bag directly on the video. that provides a sustainable and biodegradable RESULT: Increased alternative to commonly consumer engagement used carrier bags. and an inventive way of showcasing products even 3. Development of in for the busiest customers. 2. Increased use of recycled materials A survey by Cone Communications and Echo Research recently uncovered that 87% of global consumers factor store marketing systems and the value chain for continuous improvement Robin Lewis and Michael Dark highlighted a key factor to ensure retail success in their book, The New Rules of Retail. They argue that if retailers are looking to offer persuasive and exciting shopper experiences there is an undeniable need to take control of the en \