Professional guide

Your store-front

If you plan to open a flagship store, a boutique or get to build your own brand-area in a department store or shopping mall, you can do several things to make the whole exercise more environmentally friendly. And it gets even better if you can enlist others.

The most usual mistake made when designing a store, is lighting. Not only do the lights generally stand for most of energy consumed in stores and shopping centers; they generate heat and in combination with the textiles on display: Static electricity. The result is cranky staff with frequent head-aches and customers who flee the store. Changing the lighting to low-energy LED-bulbs can make a big difference both on the energy bill and on the whole atmosphere of the store. The lights really do not have to be on 24/7, and there are several technical alternatives that can save energy by turning them off and on, via sensors or other types of solutions.

You should also think about the materials you use when planning the interior. Could you use recycled or discarded materials? One chain of youth oriented stores in US did just that, with a rustic and cool result. Otherwise, make sure you use environmentally friendly materials that do not emit unhealthy chemicals and ensure that the quality is good, so that you don't have to refurbish your floors every two weeeks... Also make sure the paint you use is eco-friendly, and plants can actually help as air-purifiers. 

Could you use recycled or discarded materials?

Do you offer electric-cars free or special parking? A bike-parking or safe place to park bikes? Maybe you can even offer a discount? Show your public transport ticket and get a special offer... If your customer brings their reusable shopping bag, add on an even better discount. You obviously sort waste, but have you considered that if the collection trucks are collecting too often and emptying half full containers; energy is being wasted. Which means a logistics-challenge. We heard of one good solution: an sms-message goes to the collectors when the bins are almost full. 

Educating the consumer on how to treat their purchases also means that your sales force needs to be educated, and once they are - they'll be proud of what they actually sell and their knowledge. Did you know that a quality clothes hanger ensures that clothes keep their shape better? Maybe something you could offer your customer? Since it also might encourage them to hang the item back in the closet after the day's use, rather than throwing it in the clothing hamper. Have them explain how air-drying on a good hanger saves time and lot of energy. Adding some good advice about care at the moment of purchase adds to the impression that your staff is knowledgable and actually care. Encourage your staff to commute by public transportation, by bike or walking - maybe you could make this in to a competition in some creative way? Ask them to come up with good ideas, too, so they become stake-holders in your joint quest.