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.
With so many layers to unpack, it’s important that you get the facts from those brands you resell within your store and online. Ask for the details and insist that the brand train your staff in areas of sustainability in relation to the brand ethos and their range. Without the facts as stated by your brands, your sales team can’t qualify questions and sell comfortably to consumers. Work collaboratively, as a team, with your brands to enhance the customer journey and their overall experience.
It’s interesting to note 2023 research from the UK Government and The Behavioural Insights Team, indicated that while 49% of consumers knew where to find energy labels on products in-store, they ‘tended to trust and depend on sales advisors in store to educate and aid them with energy labels’. However, despite them being introduced in 1994 and updated in 2021, many do not truly understand what they mean. How can it be that this legal requirement by manufacturers and retailers to measure and display on products is compulsory and yet still so few know the true meaning of such ratings. Other research from GFU showed that those aged under 35 were 37% more likely to spend more, increasing for those over 35 to a whopping 53%. Imagine what helping customers understand the ratings better could achieve to enhance the sales journey, enabling an easier process to sell up through a range and in turn potentially and easily increasing your average transaction value.
Other useful areas for discussion with your consumer when assisting the sales journey should look to include the following as highlighted by Utilities One
- Reduced Energy Consumption: Energy-efficient appliances consume significantly less energy compared to their conventional counterparts. This translates to lower electricity bills and reduced strain on power grids.
- Environmental Impact: By using less energy, energy-efficient appliances reduce the demand for electricity generated by fossil fuels. This, in turn, lowers greenhouse gas emissions and contributes to combating climate change.
- Long-Term Savings: While energy-efficient appliances may have a higher upfront cost, their lower energy consumption results in long-term cost savings. Over time, the savings on electricity bills can offset the initial investment.
- Extended Lifespan: Energy-efficient appliances are often built with higher-quality components, resulting in increased durability and longer lifespans. This reduces the need for frequent replacements and decreases electronic waste.
Complement these tips with brand related facts as supplied to your team by the brands in your range. This level of detail enables the shopper to feel better informed and as a consequence is more likely to buy, as it responds to their sustainability quest and enables them to make informed purchasing decisions.
Your customer should feel that they are talking to a competent and knowledgeable individual that creates trust in the sales process, which in turn elevates not only your sales but also your relationship with your customer. The win-win is obvious for both you and your brand. So do encourage and welcome sales and brand training whenever it is offered, as it really does equip those on the front line to create rewarding connections for all, including your customers, on the shop floor and online.
To read the published article written by Dan Todaro, Managing Director please visit ERT Online
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