CONSUMERS STILL BUYING 'GREEN

Transcription

1 CONSUMERS STILL BUYING 'GREEN The fact that consumers continue to be interested in the environment and mindful of corporate efforts, even in the midst of a grueling recession, is evidence that this is more than just a passing trend, Environmental responsibility is not just an expectation in times of prosperity. Jonathan Yohannan, Senior Vice President of Corporate Responsibility, Cone Source: Cone (February 2009) CURRENT SITUATION Eco vs. Crisis

2 Sustainability and 'GREEN CURRENT SITUATION Eco vs. Crisis

3 Sustainability and 'GREEN CURRENT SITUATION Eco vs. Crisis

4 Greening Your Visual Merchandising: Combining Emotions with Efficiency Wolfgang Gruschwitz, Gruschwitz GmbH Retail Design architecture Realization Munich Moscow

5 LOHAS Lifestyle of Health and Sustainability a particular market segment related to sustainable living, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment The challenge is to find a balance between emotions, store environment and product function TERMS

6 free and vegan Lifestyle of voluntary simplicity, abandonment waste TERMS

7 Everything seems to become 'GREEN CURRENT SITUATION Eco Success

8 A promise is a promise!!!! Global Green Consumer Survey (9000 Adults in Canada, China, France, Germany, Italy, Japan, UK, US) Green products will attract new & more customers The image transfer from green behavior and activities is an opportunity to increase the clients attitude of the company it s getting higher in quality and more competence in their core product. Brings down retailer's costs and across the value chain Green consciousness = opportunity for smart retailers (higher margins & market share) CURRENT SITUATION Source: Boston Consulting Group (July 2008)

9 MATERIALS LIGHTING VISUAL MERCHANDISING

10 MATERIALS sustainable : High-quality, long-lasting, natural, recycling feel : round, organic shapes visual: earth colors honest: clear and reduced design Examples: surfaces of glass or translucent materials pebbles, wooden plank bridges, stone, wood flooring, or natural fiber carpets, airpurifying installations such as water fountains Ecology and Comfortable Feeling MATERIALS

11 MATERIALS

12 MATERIALS

13 MATERIALS

14 MATERIALS LIGHTING VISUAL MERCHANDISING

15 saving resources ECE demands energy saving of 30% in 2020 Politics demand energy saving lights 2009 EU forbid light bulbs saving

16 LIGHT Heavy-duty, long-lasting Electronic handling Intelligent light controlling Switch to LED lighting - U.S. over the next dozen years - EU in 2009 Positive spin-offs e.g. ventilation Examples: color-identical and powerful LEDs digital addressable lighting interface Energy-Efficiency and Store Ambience LIGHTING

17 LED & neon lighting Santa Helena, Sao Paulo

18 LED & neon lighting

19 LED & neon lighting

20 LIGHTING LIGHT

21 Light energy saving : -30% LIGHTING Energy saving & emotion

22 LIGHTING Light energy saving : -23%

23 MATERIALS LIGHTING VISUAL MERCHANDISING

24 Reuse to use an item more than once Green VM Recycle Involves processing used materials into new products Repurpose to reinvent the purpose of an item FUNCTION meets EMOTION VISUAL MERCHANDISING

25 Reuse Repurpose Recycle VISUAL MERCHANDISING Reuse

26 REUSE Vintage & Retro VISUAL MERCHANDISING - Reusing

27 REUSE P.O.S.H., Chicago tells a story in table ware VISUAL MERCHANDISING - Reusing

28 REUSE Vintage Storedesign, VISUAL MERCHANDISING - Reusing

29 REUSE Guerilla-Shop, The Phone House Pop up Store lockers Euro pallet VISUAL MERCHANDISING - Reusing

30 REUSE Iki M, Eco-Fashion-Store Munich VISUAL MERCHANDISING - Reusing

31 Store design reuse association

32 Reuse Repurpose Recycle VISUAL MERCHANDISING

33 REPURPOSE Freitag (Flagstore Zurich), Switzerland Lorries Canvas - cover VISUAL MERCHANDISING - Repurposing

34 REPURPOSE Freitag (Flagstore Zurich), Switzerland VISUAL MERCHANDISING - Repurposing

35 REPURPOSE Chelsea Market, NY VISUAL MERCHANDISING - Repurposing

36 REPURPOSE Shop windows VISUAL MERCHANDISING - Repurposing

37 VISUAL MERCHANDISING Repurpose Timberland

38 Reuse Repurpose Recycle VISUAL MERCHANDISING

39 RECYCLE VISUAL MERCHANDISING - Recycling

40 RECYCLE Always useful? VISUAL MERCHANDISING - Recycling

41 VISUAL MERCHANDISING - Recycling

42 RECYCLE - Magazine Discover Old Products in a new way VISUAL MERCHANDISING - Reusing

43 VISUAL MERCHANDISING Recycling anthropology

44 NAU Multichannel retailer Northern Arizona University Nau outdoor VISUAL MERCHANDISING - Recycling

45 THE 'GREEN' OPPORTUNITY Green means to taking care Green means to take responsibility Green means to be sustainable in using, reusing Green means to be creative with the resources (like repurpose) Green doesn t mean to rise up the prices automatically Green doesn t mean to make it complicated or more sophisticated The opposite is the reality, simplifying and reducing the costs in some ways, Makes it possible to keep the prices as they are but with a better quality of life.

46 THE 'GREEN' OPPORTUNITY A competitive weapon: leaner operations, greater market share, more attractive brands Educate consumers about green products and make it easier to locate them in the store Make green options and benefits more visible to consumers Strive to earn consumers' trust in your green credentials Winning the hearts (and wallets) of green consumers is a wise move for retailers The 4 Ps of the Green Advantage: Planning, Processes, Product Offerings, Promotion

47 THE 'GREEN' OPPORTUNITY Make good and liable things Be honest and authentic to your clients they will believe in you and they will trust you The credit they give you is coeval a chance and a ban to act responsible, because there is no way back.

48 Opportunities VM Green Success Formula: Do Good Things AND Communicate them!

49 WOLFGANG GRUSCHWITZ is about Globality for retailers it could mean: Take care of your customer, and your customer will take care of you. People in a good mood are good buyers. Wolfgang Gruschwitz

50 FUNCTION FOLLOWS EMOTIONS Gruschwitz GmbH Tizianstraße München Phone +49 (0) Fax +49 (0) Internet Mail The content of this presentation is intellectual property of the Gruschwitz GmbH and may not be handed to others nor be used for your owm purposes without the explicit permission by Gruschwitz GmbH.

51 ECO-Trends Clothes without chemical treatment Cosmetics with 100% organic ingredients Fair Trade Food Homegoods: Recycled glassware Lead-free tableware Environmentally-friendly cookware Organic textiles Sustainable woods Energy-efficient household electrics CURRENT SITUATION

52 MANUFACTUM Reinvent the Good Old Times VISUAL MERCHANDISING

53 MANUFACTUM Reinvent the Good Old Times VISUAL MERCHANDISING

54 MUJI Purity & Quality VISUAL MERCHANDISING

55 GRIEDER Green Walls VISUAL MERCHANDISING

56 L.L. BEAN Sustainable Design VISUAL MERCHANDISING

57 REI REI is an US outdoor retail co-op founded 1938 VISUAL MERCHANDISING

58 Return to Value Aran, Warmth & Efficiency VISUAL MERCHANDISING

59 Store design glamorous green

60 VISUAL MERCHANDISING imagination

61 CASE STUDY Kemner Home Company Island of association VISUAL MERCHANDISING

62 CASE STUDY Kemner Home Company VISUAL MERCHANDISING

63 CASE STUDY Kemner Home Company boost the strengths 53% increase of turn over VISUAL MERCHANDISING

64 CASE STUDY Kemner Home Company VISUAL MERCHANDISING