{"id":11646,"date":"2021-01-18T00:06:11","date_gmt":"2021-01-17T22:06:11","guid":{"rendered":"https:\/\/havas.cz\/uncategorized\/sustainability-the-next-retail-revolution\/"},"modified":"2022-09-08T11:01:13","modified_gmt":"2022-09-08T09:01:13","slug":"sustainability-the-next-retail-revolution","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/h-commerce-en\/sustainability-the-next-retail-revolution\/","title":{"rendered":"Sustainability \u2013 the next retail revolution"},"content":{"rendered":"

LVMH announced its collaboration with Google Cloud<\/strong><\/p>\n

Thanks to Google\u2019s expertise, LVMH will focus more on AI and personalization.<\/strong>
\nThis partnership will help LVMH developing new solutions to provide a more personalized customer experience. Indeed, LVMH expects to better predict consumers\u2019 demand and optimise stocks. These innovative solutions should be based on machine learning and artificial intelligence. Today, managing data with the help of tech giants is a way for retailers to better know their clients and provide them with more relevant services.<\/p>\n

\"\"<\/a><\/p>\n

M&S Offers a range of women’s clothing to rent<\/strong><\/p>\n

Ahead of Christmas, M&S has made a range of women\u2019s clothing available to rent. For now, this new service is under a trial. It will allow the brand to better understand new consumers\u2019 behaviors toward sustainable consumption. M&S chief operating officer Katie Bickerstaffe said on RetailGazette:”As we grow M&S clothing, we want to be more relevant more often and we know customers are increasingly interested in the circular fashion economy”<\/em>. This additional offer is introduced at a time when more and more retailers address the growing sustainability concerns around fast fashion.<\/p>\n

 <\/p>\n

LIDL comes up with a smart idea to reduce plastic and help customers cut costs in the UK<\/span><\/b>\u00a0<\/span><\/p>\n

\u00a0<\/span>The brand has launched a smart laundry detergent refill station<\/strong>. Once the bottle is purchased, customers will be able to refill it with detergent when they run out of it. The refill bottles have been designed with a UK-first smart chip, which makes the machine able to identify and remember each bottle. This project shows Lidl\u2019s<\/strong> growing commitment to technology, sustainability, and customer experience.\u00a0<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

L\u2019Occitane and Lego promote going green again<\/strong><\/p>\n

French natural beauty brand L\u2019Occitane<\/strong>, opened on 22 January 2021 its world\u2019s first #MEGA Sustainability Concept Store<\/strong> in Hong Kong to offer \u2018\u2019an invitation to the public to explore how we can reduce plastic pollution. The #MEGA<\/strong> stands for #MakeEarthGreenAgain –<\/strong> engages the public in environmental protection in a fun way with a reward program that offer rewards to shoppers who are bringing their beauty product empties to the store\u2019s recycle bins, completing a 3-min personal carbon footprint evaluation. The #MEGA store supports A Plastic Ocean Foundation<\/strong> (APO) to transform post-consumer plastic into recycled plastic (rPET) products.<\/p>\n

The brand Lego<\/strong> offers children the possibility to educate themselves by rebuilding existing LEGO sets. To do so, additional instructions called \u2019Green Instructions<\/strong>\u2019 are proposed and allow them to transform their initial item into another one. For example, they can turn planes into electric trains, cars into bicycles, coal mines into electricity generating windmills. In addition, the company also released video lessons<\/strong> to allow teachers to educate their pupils about climate change.<\/p>\n

\"\"<\/a><\/p>\n

Waitrose and Partners preach good quality<\/strong><\/p>\n

A survey of 1,500 U.K. buyers from product information management company, inRiver, found that 90% of consumers are willing to purchase an item that’s been designated as environmentally friendly, with nearly half (47%) willing to pay more for these items.<\/span><\/p>\n

The\u00a0<\/span>British<\/span><\/b>\u00a0grocer\u00a0<\/span>Waitrose<\/strong>\u00a0<\/span>has embarked on a new campaign<\/span>\u00a0that gives pride of place to the quality of its products, leveraging the trend of slow food. The\u00a0<\/span>\u201c<\/span>Slow TV<\/span>\u201d<\/span>\u00a0campaign emphasizes the excellent taste of the products that can be found in the\u00a0<\/span>B<\/span>rands\u2018<\/span>\u00a0<\/span>supermarkets<\/span>, with the phrase \u201c<\/span>You can taste when it\u2019s Waitrose & Partners<\/span>.\u201d<\/span>\u00a0<\/span>The campaign documents the\u00a0<\/span>R<\/span>etailer<\/span>\u2019s<\/span>\u00a0commitment to sourc<\/span>ing<\/span> the highest quality ingredients, <\/span>while\u00a0<\/span>supporting animal welfare and production standards.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Ikea\u2019s efforts to become the most sustainable retailer<\/strong><\/p>\n

Ikea<\/span><\/b> continues to follow its strategy to inspire changes in lifestyle and consumption. The Swedish retailer <\/span>has\u00a0<\/span>ramp<\/span>ed<\/span>\u00a0up its bet on smaller city-centre<\/span>\u00a0<\/span>stores that are accessible by bike and public transport.\u00a0<\/span>In addition<\/span>\u00a0<\/span>to shifting towards urban consumers, Ikea seeks to shrink its carbon footprint, including the pollution from customers driving to suburban big blue box stores. In line with this, Ikea has introduced a new concept for a physical store without parking spaces. The first of such will be built in central Vienna<\/strong>. <\/span>\u00a0<\/span><\/p>\n

The\u00a0<\/span>C<\/span>ompany explains on\u00a0<\/span>its<\/span>\u00a0Austrian website that\u00a0<\/span>\u201c<\/span>the whole building is geared towards pedestrians, subway and streetcar riders, and cyclists<\/span>.\u201d<\/span>\u00a0<\/span>The building will be surrounded by greenery as a part of the sustainability strategy and will incorporate a cooling system to deal with increasing heatwaves in cities. With the Vienna project, Ikea confirms its positioning as a retailer sending a meaningful message and a creator of a movement for a more sustainable everyday life.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Elsewhere,<\/span>\u00a0<\/span>Ikea<\/b>\u00a0<\/span>has\u00a0<\/span>opened its new urban concept store in Szczecin, Poland<\/strong>, where visitors can learn how to introduce environmentally friendly solutions into their homes. <\/span>\u201c<\/span>The Ikea Home of Tomorrow<\/span>\u201d<\/span>\u00a0was designed to take into account the circulation of food, water, waste and other resources between the different rooms, creating an inside house circular metabolism with a large home garden as the heart of the system.\u00a0<\/span>Ikea\u00a0<\/span>has proven\u00a0<\/span>that it is possible to grow vegetables, herbs and several species of mushrooms inside the apartment. The goal is to promote sustainability in urban environments and an eco-friendly lifestyle that limits the amount of waste produced by households.<\/span>\u00a0<\/span><\/p>\n

Decoding fashion choices: ecological impact matters<\/strong><\/p>\n

The<\/span>\u00a0<\/span><\/b>Clear Fashion app<\/b>\u00a0provides the users with supply chain details about the brand and is focused on four main categories in their brand analysis: the human aspect<\/span>\u00a0<\/span>(providers<\/span>\u2019<\/span>\u00a0transparency, the welfare of employees), health (chemicals used for the production), environment (water use, carbon footprint, biodiversity) as well as animal welfare. Thanks to\u00a0<\/span>Clear Fashion,<\/span><\/i><\/b>\u00a0users can discover a thorough analysis of more than 70 fashion brands (for now).<\/span>\u00a0<\/span><\/p>\n

Clear Fashion,\u00a0<\/span>Yuka<\/b>\u00a0(a French product-scanning app) and other scanning applications are attracting significant attention as consumers search for more\u00a0<\/span>transparency<\/span>,<\/span>\u00a0and<\/span>\u00a0prefer to purchase from brands that are good for their health and environment. The growing popularity of scanning apps\u00a0<\/span>has<\/span>\u00a0to be taken into account by all retailers, as it changes\u00a0<\/span>shopping\u00a0<\/span>behaviour<\/span>\u00a0profoundly<\/span>.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

As the focus on sustainability has been embraced by consumers in a big way, the list of the retailers that are tapping the second-hand market is booming and continues to be one of the biggest topics in 2020. The German online retailer, Zalando<\/strong>, is positioned to leverage the new trend – High-Low Fashion<\/strong> – that consists<\/span>\u00a0of mixing high-end\u00a0<\/span>with<\/span>\u00a0fast-fashion<\/span>\u00a0and\/or\u00a0<\/span>vintage clothing.\u00a0<\/span>The pre-owned shopping section on the website will be introduced from the third quarter of 2020.\u00a0<\/span>Moreover<\/span>,\u00a0<\/span>Zalando plans to enter the territory of second-hand resale platforms like Vinted <\/strong>or Depop<\/strong>, as new features allow buying and selling items between users.<\/span><\/p>\n

Aware of the ecological impact of fashion,\u00a0<\/span>Zalando\u00a0has also become the first e-retailer to make the completion of the new SAC\u00a0<\/span>Higg<\/span>\u00a0Index mandatory for every brand that it carries on its e-commerce platform.\u00a0<\/span>The\u00a0<\/span>Higg<\/span> Index is an innovative tool that measures the efforts made by fashion brands in terms of social and environmental responsibility. By 2023, Zalando will only distribute brands that will meet ethical and eco-<\/span>responsib<\/span>ility<\/span>\u00a0standards.\u00a0<\/span>This mean<\/span>s<\/span>\u00a0that all brands retailed by\u00a0<\/span>Zalando, from\u00a0Nike,\u00a0Mango<\/strong> and luxury labels like Armani <\/strong>and Maxmara<\/strong>, will have to submit their sustainability calculations. Aside from setting the sustainability targets across its portfolio of brands,<\/span>\u00a0<\/span>Zalando\u00a0will be building on its existing commitment<\/span>,<\/span>\u00a0with new goals to reduce operational carbon emissions by 80%.<\/span><\/p>\n

\"\"<\/p>\n

Share:<\/strong>