DDi - October 2009 - (Page 14)

14 | Quick Tips ways to increase green spending R etailers are eager to ﬁnd the messages and communications elements that will reach an increasingly reticent consumer. Shoppers are holding tight to their purses; however, recent studies show that some messaging still penetrates. One such message is sustainability. “The Green Scene,” a recent report that is part of a larger Miller Zell survey—“Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers”—explores shoppers’ responses to eco-friendly marketing through in-store communications. Findings from the survey indicate that there is an underutilized opportunity for retailers to stimulate spending by raising awareness of green brands and products in-store. Here are some ways for you to begin re-thinking your green communications. and electronics outlets are not maximizing the opportunity to capture shoppers’ attention by promoting green products or brands. Communicate effectiveness and quality. Proper communication can signiﬁcantly inﬂuence unplanned purchases. Sixty-two percent of shoppers indicate that green product options impact decision-making in the store. This response ties back to the shoppers’ expressed desire for more information. While half of all shoppers indicated a willingness to pay a premium, the case must still be made for effectiveness and quality. Women, who are more likely than men to pay a premium for green products, are also more tightﬁsted in their spending. Retailers must clearly communicate that, in addition to helping the environment or minimizing toxins, green products provide great value. Deﬁne green. “Green” is a broad term that is sometimes lost on the consumer. Retailers need to clearly deﬁne how they are interpreting this feature for brands, stores and products. The study indicated that on average 40 percent of shoppers are left wanting more green information. Visual displays demonstrating an environmentally friendly manufacturing process or digital presentations telling the green story could lend credibility and satisfy the customers’ need for greater understanding of why they should pay a premium. Promote green. Electronics outlets and specialty retail have the greatest opportunity to impress customers interested in green products. Most shoppers expect to make green purchases in mass and grocery. However, specialty retail surveyed, they indicated that information is very important to their in-store shopping experience. However, they are among the least satisﬁed with the amount of information available in-store. Gen Y’s buying power is substantial, and retailers should consider creative ways to capture their hearts, minds and dollars—particularly when communicating green messages. Target Millenials. Gen Y, identiﬁed as ages 15-34, has the greatest appetite for information on green-related products. This generation is very tech-savvy and accustomed to taking in lots of information at once. When Make sure the price is right. Lowincome shoppers are motivated to a threshold. When asked about willingness to pay a premium on household products at a price point of $2.49, most indicated a threshold of 10 cents. However, this threshold could be higher for higher-end products, such as electronics or specialty apparel. Retailers and manufacturers should take the time to identify that premium limit for their shoppers and make sure that the price is congruent with the customers’ expectations. —D’Anna Hawthorne is strategy director for Miller Zell, an Atlanta-based retail strategy and design ﬁrm. Hawthorne is a specialist in brand management, brand development and marketing communications. www.ddimagazine.com | October 2009 http://www.ddimagazine.com

Table of Contents for the Digital Edition of DDi - October 2009

DDi - October 2009
Table of Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Green Super Section
Eco Shoppe
Hannaford Bros.
Channel Focus: Hospitality
Green Depot
Right Light
How to Pass the LEED AP Exam
Green Products
In-Store Technology
Product Spotlight: Color & Materials
Calendar
Advertisers
Classifieds
Think Tank

DDi - October 2009