Category Archives: retail

Benetton keeps getting greener

Six hundred fewer tons of plastic in the environment in 2011:  this is the green result that Benetton Group will achieve by introducing innovative, lightweight liquid wood clothes hangers – 100% biodegradable and recyclable – in place of the plastic hangers usually used to display garments. The eco-hangers, developed in partnership with the Fraunhofer-Institut für Chemische Technologie in Pfinztal-Berghausen (Germany), will gradually replace their plastic predecessors throughout the worldwide network of Benetton stores.

The liquid wood hangers are just part of a far broader eco-sustainable business plan launched by Benetton in a context of attention to social issues – and environmental respect in particular – always an important aspect of our corporate identity. Benetton’s green journey includes two other tangible environmental sustainability programmes, involving organic cotton garments and eco-friendly paper shopping bags.

In the Benetton children’s collections, organic cotton already accounts for over 30% of all cotton apparel, and with the spring-summer 2011 collection, organic cotton garments will reach a total of 13 million across the Group’s various brands. These products are all certified according to the GOTS (Global Organic Textile Standard) ethical and environmental criteria, a worldwide benchmark that guarantees adherence to key organic standards in fibre production.

The GOTS standard focuses on ethical and environmental sustainability (ensuring that products are GMO-free and come from low-impact farming). Benetton performs a constant cycle of controls to ensure that the CaMV 35S promoter, indicative of the presence of GMO cottons, is not found within the fibres.

Furthermore, since January 2010, customers buying from United Colors of Benetton stores have been taking their purchases home in a craft-white eco-friendly paper shopping bag, processed using water-based inks only, and sourced from an FSC certified paper factory, ensuring products are made using timber from forests that are controlled and managed according to the principles of social and environmental sustainability. (Benetton Group Official Press Release)

GoodGuide for Good Products for a more sustainable Retail

Yesterday I was reading a post concerning Levi Strauss & Co as the Top Jeans Brand, scoring a 7.4. The brand Prana was listed as the next highest, with a score of 6.3—followed by H&M (6.1), Banana Republic (6.1), and Old Navy (6.1).

I did not know what GoodGuide is – shame on me – so I checked out their very interesting website, which is said to be the world’s largest and most reliable source of information on the health, environmental and social impacts of consumer products. And I think it really is, rating over 95000 products, mainly available on the US market only: from food, toys, personal care to apparel, electronics and appliances. What is really striking is the scientific approach they have on their ratings, which are compiled from three sub-scores addressing Health, Environment and Society.


 Each of these sub-scores are based on an analysis of a set of indicators that GoodGuide has determined are the best-available measures of performance in these areas. Their methodology differs from the product belonging to different categories, each and every one having its own scoring methodology. Amazing. Let’s talk about apparel for example.

Quoting the Good Guide site: “Until (apparel) companies do a better job of providing transparency into their supply chain, our ability to accurately score brands based on their relative performance will be subject to significant uncertainties Environment scores are assigned to apparel brands by combining GoodGuide’s standard company indicators of environmental performance (weighted at 50%) with brand-level environmental indicators that address issues that are specific to the apparel sector (weighted at 50%).(….) Social scores are assigned to apparel brands by combining GoodGuide’s standard company indicators of social performance (50%) with brand-level social indicators that address issues that are specific to the apparel sector (weighted at 50%).(…) Health scores are not assigned to apparel brands because this product category does not generally pose health risks to consumers.”

The Good Guide website is also very good at using the Web 2.0 tools to “spread the word” and improve the accuracy of the product information thanks to a “support product info” page which enables visitors to add further details.

It would be also very interesting to test the effect of this kind of structured and scientific information directly at the point-of-sale, to see how the consumer react when discovering that his/her favourite brand of pasta is not that “good”. Because thanks to GoodGuide mobile App this is possible: consumers can scan the product, check the GoodGuide database and then purchase, or decide to choose another brand.

With this detailed level of “scientific” information, producers and retailers have nothing to hide and their achieving a high/low score can have a boomerang effect on brand reputation which must not be ignored and will not be ignored by consumers. Sustainability pays, and it will pay even more in the future.

Eco packaging: are biodegradable Cans the future?

A few info:
– 4 million tonnes of aluminium is produced annually
– the production of aluminium disrupts the landscape where bauxite ore is mined, consumes large amounts of electricity and produces waste.
– More than 75% of all the aluminium ever produced is still in use
– In the UK 51,000 tonnes of which ends up as packaging  If all cans in the UK were recycled, we would need 14 million fewer dustbins.
– £36,000,000 worth of aluminium is thrown away each year.

We are not condamning aluminium itself, also because it can be 100% recycled, and its use in the automotive industry can help reduce the oil consumption and CO2 emissions. But we would like to point out that consumers must understand that their refusal to recycle aluminium cans impact negatively the environment and create great social costs.

Retailers first should have to explain to their customers the added value in purchasing recycled aluminium packaged goods and/or offer alternatives to the traditional aluminium can.

Right now, the only product we found are these PLA Studio’s biodegradable Tin Cans, whose price does not make them suitable for nowadays industry use, but we are sure that in the future they will. (Photo courtesy of PLA Studio)

Asia future retail landscape

Once upon a time, the customer experience depended largely upon luck: the mood of a shop assistant, the time spent waiting at the checkout, being able to find the right product. All of these could make a difference between a boycott or a customer for life. But with consumers more selective than ever about where to spend their hard earned cash, improving the customer experience has become even more critical. According to Ivano Ortis, International Director of leading analyst and trend forecasting agency IDC Retail Insights, customer service is only the latter part of the customer experience. “There is an increasing focus on ‘immersive shopping’ which is the next generation of shopping experience for the customer,” says Ortis. “This is not only about providing an inspirational range of products and displays but also about the instant and accurate delivery of information from the retailer.” It’s an experience that “can, and indeed must, be generated across any retail platform, be that in-store, online or even on a mobile device”. That means a strong multi-channel presence is essential for retailers looking to maximise profitability in the coming decade and that customers have the best experience within those platforms, he adds. One of the key challenges for retailers is to use IT in precision retailing strategies which target the marketing down to individual one-on-one customer communication and interaction. “The point is for retailers to change from a mass-market type of operating company to a very targeted operation, by analysing the intricate characteristics of their customers in order to ensure the customer is seeing the right product, with the right price at the right time to ensure a sale. In other words, that the customer is having the best possible experience,” says Ortis. As with any targeted marketing strategy, it doesn’t matter which platform the retailer is operating from. “It really depends on the customer you’re talking to, what time of the day it is, where the consumer is. I think the underlying technology infrastructure that needs to be put in place should be working regardless of the channels.” Ultimately, though, the key to success is for retailers to utilise technology to gather feedback and use that to develop a positive customer experience. “An immersed and interactive experience for the customer can only mean improved revenues for the retailer. Those retailers who use different platforms to support and enhance the customer experience will truly reap the benefits,” concludes Ortis. (Source: GDS International)

Sustainability and retail: a big Italian player point of view

Two days ago a couple of ECOFFEE‘s team members attended an interesting meeting regarding the Retail landscape in Italy, with a special focus on the sunglasses and eyeglasses sector. When the “Any question?” moment arrived, we asked to the speaker “What about sustainability in the Retail business?”. The answer was a HUGE “?”, followed by a: “Maybe in 2015”.

This answer made us smile, because it was the usual answer of those professionals in the Retail field who pretend that a trend does not exist until the trend has changed into an issue to be solved. 

No more than two weeks ago, Andrea Illy, Chairman and CEO of illycaffè S.p.A,  expressed his point of view about sustainability in a very interesting post published by Fastcompany. Here’s a couple of key sentences. “I’m taking about a broader notion of sustainability that includes social and economic equity right alongside environmental responsibility, serving a triple bottom line. (….) The key is acting early–acting now–before the confidence of consumers, investors and other stakeholders is irreparably damaged. The best rescue of sustainability’s meaning and power is one that is never made….Consequently, a genuinely holistic approach to sustainability is required: one that creates value throughout the entire supply chain. And in order to do that we must focus on raising quality. (…) By perpetually seeking higher quality, a cycle goes into motion, creating sustainable value for every player. The result is long-term viability in lockstep with ever-increasing quality in the cup.(…) Broader adoption and smart marketing of a powerful certification symbol (….) will create widespread understanding of what sustainable agriculture means, and place the power to demand genuinely responsible production squarely where it belongs: in the consumer’s hands.” We obviously share Andrea Illy’s point of view, and we wish that knowing his opinion about sustainability, all the skeptical retail professional will make up their minds. 



Retailers be aware: product customization might be the future – and it comes from the web

Fresh Worldwide Press, marketing, online shopping, shopping experience, , , , , , , , , , , ,

A very interesting article about a new trend which goes against the well-known rule of product massification: “One size fits all”. The article mentions several websites, mainly U.S based, offering to their customers the chance to create their own unique product. Ranging from Art to Chocolate and Perfumes, just to count some. this new trend is going to become big, especially because many “co-created” goods undercut their top-tier competitors. 

Searching what the Italian web offer is may be a little bit frustrating, because the search always reminds to non-Italian companies. The only great example of online product customization which is 100% Italian is Miraqo. The very clever website offer the chance to create your own chocolate adding a huge variety of high quality ingredients, which are also certified as being organic. If know of more Italian based companies which are offering online customization services to their products, just leave a comment or send us an email (Source: Smallbusiness.aol.com)

The state of retail online shopping in UK: January 2011 report

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Shoppers in the United Kingdom spent 5.1 billion pounds ($8.3 billion) online in January, up 21% from one year prior, according to the latest figures from consultant Capgemini and Interactive Media in Retail Group (IMRG), a web retailing industry association.The travel sector generated some of the largest growth, as more shoppers took advantage of seasonal discounts on vacation packages. “Travel is one of the sectors of the U.K. economy that saw the earliest adoption of the Internet as an initial point of purchase and this trend shows no sign of abating,” says Phillip Rinn, director of advertising partnerships at eBay Advertising.

January travel sales were up 31% compared with the same month in 2009, and the average value of trips purchased was 886 British pounds ($1,439), the highest recorded in over two years. Many of those winter-weary travellers also bought luggage online, says Russ Carroll, U.K. managing director of comparing shopping site Shopping.com. “Shopping.com saw sales of luggage rise by over 20%,” Carroll says, “as many consumers decided they needed to get away from the miserable British weather.”

Hefty discounts offered by furniture chains also contributed to strong results for online home and garden retailers, as shoppers spent 56% more at these e-commerce sites in January than the year prior, according to IMRG results. “Home, on the back of our Clearance offer, had a very strong month with sales up over 30% on 2010,” says Jonathon Brown, head of online selling at general merchandise retailer John Lewis.

Alcohol sales dropped 67%, which IMRG attributed to shoppers’ desire to cut back after holiday excesses in December (Source: Stefany Moore for Internetretailer.com)

A CONSCIOUS COLLECTION – SUSTAINABLE STYLE AT H&M

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Sustainability is a long term trend at H&M and this April as part of the focus on sustainability H&M will introduce the Conscious Collection – The collection which is for women, men and children is made from enviromentally – adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping. The Conscious Collection will be on sale in all H&M stores from 14th April. “It’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics,” says Ann-Sofie Johansson, H&M Head of design. “Shades of white are the season’s biggest fashion trend and it feels right for this collection. White creates a romantic feeling with lace and Broderie Anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.” Womenswear is inspired by an updated romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Tiered dresses are perfect for day or more dramatic Grecian gowns for night. Long floaty skirts are key as are cut-off shorts. The collection also includes the perfect white blazer and pleated trousers for a more minimalist look as well as Broderie Anglaise and lace lingerie. Menswear takes on a preppy mood with a white two-button blazer, collarless shirts and T-shirts with Henley detailing at the neck. There are printed and striped T-shirts, as well as a tank top for layering and trousers are either five-pocket jeans or tailored. Meanwhile the Children’s collection is full of white pieces for both girls and boys. It’s all about tiered dresses, tops, skirts for girls, and for boys t-shirts and jeans. (Source: H&M press release, Photos: H&M)

Is this the future of retail shops?

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At the last National Retail Federation Convention, Intel showed an interactive, 7-foot-6-inch Intel® Intelligent Digital Signage Concept with an LCD display and holographic glass called adiVerse to demonstrate how technology can enhance the retail customer experience with a multi-touch, multi-user interface.

Intel partnered with Adidas to show off what the wall might look like, and the results are pretty sweet. Designed by U.K. shop Start Creative, the wall renders products in 3-D, and allows a shopper to spin and zoom in on the shoes, and call up specs from a touch-screen display. Particularly hot models, like the company’s F50 soccer shoe, have accompanying video and relevant information (like the fact that F50-clad feet scored 44 goals in last year’s World Cup).

Supplemented by a supply of actual shoes that can serve as fit models, the display wall allows retailers to deliver massive inventory in a relatively small space. “We’ve leveled the playing field for small retailers,” says Chris Aubrey, VP, Global Retail Marketing for Germany-based Adidas. “They can now act like a big flagship store in a town like New York.” Not to mention the fact that the installation turns flat walls into prime selling space.

Concept demonstrates how digital signage technology can provide retailers with a competitive advantage, and how it can impact customer loyalty by providing targeted, interactive content to consumers. (Source:Fastcompany)

Green packaging: here’s some news

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In our ECOFFEE experience, Green Packaging and waste management are two of the most difficult to handle issues for a retailer who wants to approach a greener and more sustainable business. Just a couple of years ago, it was very difficult to find packaging that could be both resistant, green and easy to recycle or compost. Now life has been made easier by smart companies which are offering to retailers plenty of products to satisfy the most demanding client: from corn cups to sugar-beet takeout containers, degradable packaging is forecast to expand an impressive 13.6 percent annually to $685 million in 2014.

Now let's talk about two very different kind of packaging, coffee cups and pizza cardboard. Coffee cups are not that common in Italy, where coffee is still serverd in the traditional ceramic "tazzina", but everywhere else in the world, it is a must for those who want to sip the hot drink while driving to office. The Repurpose One Cup  is a new insulated hot cup that is 100 percent certified compostable. The design requires no sleeve, uses 65 percent less CO2 than a disposable coffee cup to produce, and can be composted in 90 days in an industrial facility. If the cups are thrown away with regular trash, they will degrade in the landfill just like food waste. Traditional insulated cups are made by adding additional layers of paper; however, the One Cup keeps coffee (and other beverages) hot by applying patented insulation material to a single wall cup made of FSC-Certified paper.

Talking about pizza, here's the "Salvapizza", a prototype developed in Italy by a pool of experts. Salvapizza is made of white cardboard printed with food ink and this prototype allows consumers to heat the pizza in the microwave. Thanks to the side slots, the pizza "breathes", ensuring the right kind of ventilation during the heating process, hence preserving the pizza fragrance. In the prototyping of Salvapizza, special attention was paid to the possibility of recycling the used container. The cardboard can be in fact easily divided in two parts: the upper part can be detached and easily recycled in the paper waste container. A simple idea, but that can help recycling a lot of waste material, thinking that each year, the Italian production of cardboards for pizza sums up to almost 620 million units. (Source: Crispgreen and Marrai A Fura)