Walmart's bold move: scoring a product's environmental impact

Walmart recently unveiled a plan to determine the social and environmental impact of every product they sell. Through the implementation of a product indexing system, consumers will be able to evaluate a product's impact on the environment. The retail giant has already assembled a team of experts (including members of the Environmental Defense Fund) who will be charged with formulating the index.

Walmart's recent efforts on the environmental front are no doubt impressive. When they introduced compact florescent light bulbs in their stores, they made a big statement about their environmental priorities. The move to create a system that scores a product's sustainability has the potential to not only affect how manufacturers make their products, but also how other retailers classify them.

This initiative could mean big changes for the future of retail as we know it.

[image via the chic ecologist]

There Goes the Neighborhood

Starbucks is taking on a little re-branding. But here's the twist: they're removing the Starbucks name from stores.

This trial re-branding effort is taking place in at least three Starbucks stores in Seattle. A few months ago, Starbucks began remodeling stores to reflect a more rustic, eco-friendly asthetic. Instead of keeping the Starbucks name on the door, the coffee purveyor is naming stores after the neighborhoods in which they are located. If the effort goes well, they may roll this model out in other markets.

This is a bold move for the brand, no doubt influenced by the criticism it's received for expanding quickly and beoming a little too corporate and cookiecutter. It's apparent Starbucks hoping to minic the look and feel of neighborhood coffeehouses.

All in all, this move leaves me with a funny feeling in my stomach. I appreciate that Starbucks recognizes the value in being authentic. But do they realize that authenticity is not something that is easily bought? And how will consumers really react to this? Will they feel the brand is trying to pull the wool over their eyes? That could spell trouble.
[via the Seattle Times]
[image via jackieam]

coupons: more than just saving money.

Research and trends powerhouse Yankelovich sent out a MONITOR minute (their free trends email subscription) about coupon users [sign up for these here]. From January to June 2009, looks like there were more coupons downloaded than in all of 2008. Not surprising.

What is surprising is this: Coupon usage is not just about saving money. There's more to it than that. It seems that coupons users (especially men) like the feeling of “being in the know” and the exclusivity of the deals that they can find. The activity of downloading coupons encourages folks to be engaged consumers. And that’s good news for the brands that they’re using.

Yankelovich recommends that companies view coupon-downloading as a gateway activity to expanding the relationship with your target audience. A more engaged consumer means better brand loyalty in the long run. This coupon-yielding person could serve as a helpful ally to your brand.

Makes cents to me (wa-wah)!

[photo: freedigitalphotos.net]

Uh-Oh: Frugality Is the New Reality For BTS Shoppers

Early predictions about the 2009 Back to school shopping season are starting to make their way into the media. And it's not looking good for retailers.

Most parents of kids K-12 say they will cut back in spending this year due to the economy and the increased frugality that is becoming more of the shopping norm. NRF’s 2009 Back to School Consumer Intentions and Actions Survey (conducted by Columbus’ own BIGresearch) is showing a decline of 7.7% from BTS 2008 spending. The only spending this is expected to increase? Electronics, which is expected to increase by 11% as the prices of computers continue to become more affordable.

An unexpected benefactor to this upcoming BTS season may be drug stores (like Walgreens, CVS, et al.) where more people than last year are expected to shop these stores for BTS. Why? Drugs stores have expanded their merchandise mix, and customers have noticed. However, the most popular destination for BTS shopping is still the discount store. Almost 75% of shoppers will be shopping discount.

On the other side of the education spectrum – College spending is expected to increase slightly over last year (up 3%) however, fewer people are planning to attend college for advanced degrees so total spending is down. In addition, more kids are planning on living out their college years at home instead of on-campus, which may impact retailers that focus on the Back to dorm segment.

What does this mean for retailers? Time to embrace the new norm if you haven’t already. Give consumers what they are looking for: coupons, sales, BOGOs, and early season specials.

[photo: freedigitalphotos.net]

New in Ad Tech: Eye Tracking Ad

This ad for Amnesty International is the first-ever poster to employ eye-tracking technology. The poster is an anti-abuse ad that depicts a smiling couple - at least when you're looking at it. When you look away, it shows a man hitting a woman.

According to blog Gizmodo, this is how the technology works -

“The billboard works by scanning its proximity with an eye-tracking camera, which triggers an image switch on the display panel when it senses someone looking at it. The change only occurs after a brief delay, so that observers understand what's going on, and get the message.”
Pretty innovative stuff -- and the medium is a perfect fit.

Now I just want smellavision to become reality.
[via Gizmodo]

Facebook Reaches 250 Million Users

And so the social networking site continues on its quest for world domination.

[via Facebook]

Order Up! Chipotle Partners with Food, Inc. to Drop Knowledge on Consumers

Chipotle, the ever vocal champion of organic and sustainable food practices, has partnered with Food Inc., a new film that examines unsavory practices within America's food industry.
The partnership is a fitting move for Chipotle, as they hope to shine a spotlight on their "Food with Integrity" philosophy.
[via brandweek]

Survey Suggests Creating Retail “Wow” Moments Can Be Tough

A new consumer survey about customer service found there are five major areas that contribute to a great shopping experience. However, survey respondents cited a total of 28 elements that can contribute to a great shopping experience.

According to the report, an experience that really "wows" shoppers typically contains 10 of those 28 elements – simultaneously. And to further reduce a retailer’s chances for a “wow” moment is that the elements (of course) vary among individuals. The challenge for retailers to excel in customer service is down right daunting!

But worry not, dear retailers, for all is not lost. The report offers a strategies for beating the variability in preference among consumers.

[via Forbes]