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29 Feb 2024

Sustaining the sustainability conversation on the shop floor to create rewarding connections

The green agenda is a discussion with consumers that extends beyond the realms of novelty, it's now the norm for all and standard parlance in any sales demonstration as most consumers will have questions. So what should retailers be doing to appeal to their consumers when they land in your store to purchase a new product and looking to receive a superb customer experience?

It’s also worth remembering that ‘Eco’ extends beyond the simple running costs or energy consumption. Insights specialists Kantar points out that consumers are increasingly making ‘values-based purchases’. More than ever consumers are looking long-term with their purchases looking for environmentally friendly manufacturing, durability, repairability as well as of course efficiency.

Look at the facts as published by 52 Huge and realise the opportunity through a clear sales approach that brings sustainability into the conversation early as Sustainable Products have an overall 17% market share and an opportunity for 32% share of growth. This is evident by the fact that ‘Products’ marketed as sustainable grew 2.7x faster than those that were not and for those who operate an omnichannel retail experience, 75% of sustainable goods sell better online than in-store.

However, when it comes to what matters with your customers, 78% of consumers feel that sustainability is important with 62% of people saying that they “always or often” seek products to purchase because they are sustainable. Of these, 55% of consumers are willing to pay more for eco-friendly brands and 84% of customers say that poor environmental practices will alienate them from a brand or company.

To read the published article written by Dan Todaro, Managing Director please visit ERT Online

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