How to Tell Your Sustainability Story In-Store
A study into consumer behaviour, conducted by Deloitte in 2021 found that nearly 1 in 3 consumers stopped purchasing from a brand because of sustainability concerns. So, it is not surprising that in 2022 brands have sustainability at the top of their strategic agendas.
Using the physical retail store as a medium to tell consumers about sustainability efforts should be factored into retail design. It will drive positive change and provide an opportunity to educate and attract consumers who feel aligned with a brand’s sustainability values. Highlighting the sustainability message will be a way to win consumer loyalty going forward.
The rise of fast fashion has had devastating consequences on the environment. As a result, retailers are trying to combat the problem by introducing circular retail services in-store.
Selfridges have been experimenting with circular retail formats as part of their Project Earth campaign, offering ‘The Restory’ to repair and restore luxury items. They also have in-store rental boutiques that provide rentals of designer items as an alternative to purchasing. Outerwear brand Arc’teryx recently opened a store in New York and has dedicated a significant amount of floor space for repairs and refurbishment services. The brand is using this new experience to educate their customer on the garment and create brand ambassadors.
Retailers should look to repurpose traditional selling space to offer services that allow consumers to repair, resell, refill, and reuse their existing products. Adding these services to stores will enable consumers to add longevity to original products. Instead of repurchasing, they add a new level of customer experience in-store and appeal to the sustainable shopper.
The retail environment has moved past being a transactional space and now is a place to create experiences. Retailers can enhance their brand experience in-store by adding an educational element. Educating the consumer on what the brand is doing on sustainability and how the consumer can help, is a great way to connect with a brand’s message.
Natural beauty brand Lush has always had environmental issues at the core of its brand. Consumers are educated on the correct recycling procedures for products while staff can explain the supply chain on products’ raw materials. This transparency contributes to strong brand loyalty with Lush shoppers.
Adidas use digital screens throughout their stores to educate on their End Plastic Waste campaign. Videos throughout the space highlight the problem and how Adidas contributes to solutions. They also highlight products made with sustainable materials, making it easier to make sustainable choices.
To be committed to sustainability efforts, a retailer must incorporate energy-efficient and ethically sourced materials into the store design fit out.
Pret a Manger has developed a sustainability concept store fitted out using recycled materials. Eco paint, recycled tiles, and marine waste table tops have been included in-store. Timber from old stores has also been repurposed to create feature walls.
Versace is a leading example of sustainable design, becoming the first LEED-certified store on Slone Street, London. Climate control systems have been designed to save water and energy and promote better indoor air quality.
Retail spaces are continually reimagined as they adapt to changing consumer demands. As a result, brands have the opportunity to incorporate sustainable initiatives into the store design and connect with customers that hold similar values. They can enhance their reputation while reducing costs and helping the environment.
Our team can guide you in achieving your sustainable goals for your retail fit out. Reach out to the team to begin the conversation.
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