Greentailing and other revolutions in retail : hot ideas that are grabbing customer's attention and raising profits

271 Pages·2008·1.111 MB·English

by  Neil Z Stern, Willard N Ander

Greentailing
and Other
Revolutions
in Retail
Hot Ideas That Are Grabbing
Customers’ Attention and
Raising Profits

Neil Z. Stern
Willard N. Ander
JohnWiley&Sons,Inc.

Greentailing and
Other Revolutions
in Retail

Greentailing
and Other
Revolutions
in Retail
Hot Ideas That Are Grabbing
Customers’ Attention and
Raising Profits

Neil Z. Stern
Willard N. Ander
JohnWiley&Sons,Inc.
Copyright©2008byNeilSternandWillAnder.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
Stern,NeilZ.
Greentailingandotherrevolutionsinretail:hotideasthataregrabbing
customers’attentionandraisingprofits/NeilZ.Stern,WillardN.Ander.
p.cm.
Includesbibliographicalreferencesandindex.
ISBN978-0-470-28858-0(cloth)
1. Retailtrade–Management. I. Ander,WillardN. II. Title.
HF5429.S7342008
658.8’7–dc22
2008012263
PrintedintheUnitedStatesofAmerica.
10 9 8 7 6 5 4 3 2 1
Contents
Preface xi
Introduction—What’sGoingtoRevolutionize
RetailingintheFuture? xix
CompressedLifeCycle xxi
CHAPTERONE—InflectionPointsinRetailing 1
InflectionPointModel 4
CreateorReact 4
What’sInvolvedinGettingItRight? 6
HowDoYouKnowifYou’reontheRightPath? 8
CHAPTERTWO—TrendsareInterconnected 11
StartwiththeCustomer,Please! 12

PowerofDemographics 14
ConsumerBehaviorChangesandDemography 17
DisruptersandAccelerants 20
PuttingItAllTogether 23
CHAPTERTHREE—Greentailing2.0—TheSecond
GenerationofGreen 27
Greentailing2.0Defined 31
BewareofGreenwashing 32
TheGreenMovement 34
GreentailersAbroad 37
v
vi Contents
WhatAretheKeyElementsofGreentailing? 40
ThinkGreen 40
ActGreen 42
SellGreen 48
ConveyGreen 53
CHAPTERFOUR—TheConsumer’sViewonGreen 57
GreenPractices: 58
WheretheRubberHitstheRoad—WhatMattersMost 65
CHAPTERFIVE—GreentailinginAction—Case
Studies 69
Apparel,Home,andSpecialtyRetail 70
BuffaloExchange—RenewableGreen 70
PivotBoutique—AGreenEntrepreneur 73
Nau—AndtheDangersofGettingAhead
oftheCurve 74
Williams-Sonoma,Inc. 77
BigBoxRetailers 79
TheHomeDepot’sEcoOptionsProgram 79
Wal-Mart’sRealGreenEfforts 81
Target 87
Staples 89
OfficeDepot 90
Grocery 91
WholeFoo dsMarket—Greentailing’sPosterChild 91
Safeway 94
PCCNaturalMarkets 96
TraderJoe’s 98
Suppliers 99
MethodandCleanerCleaningSupplies—Eco-Hip 99
Unilever 101
Apple 102
GreenerOutdoors 103
Timberland 103
REI 104
Nike 104
Contents vii
Gaiam 105
GreenerBuildings 106
GreenExchange 106
CHAPTERSIX—PuttingGreenPracticesintoAction 111
ThinkingGreen 113
IncorporateGreenInitiativesintoYourMission
andCoreValues 113
DevelopGreenAdvocateswithinYour
Organization 114
ActingGreen 114
DesignEnvironmentallyandEnergyEfficient
Buildings 114
DevelopEfficientMethodsforDealingwithWaste 116
PromoteEco-FriendlyPackaging 117
ConverttoEnergy-ConsciousFleets 117
OffsetCarbonEmissions 118
GetInvolved 119
SellingGreen 119
SourceandPromoteProductsThatAre
EnvironmentallyResponsible 119
ConveyingGreen 120
CorporateSocialResponsibility 120
GreenCommunicationSystems 120
EncourageTransparentPolicies 121
BeCharitable 121
Summary 122
CHAPTERSEVEN—TheHotFive—Other
RevolutionaryThemesinRetail 123
TheHotZone 127
CHAPTEREIGHT—DemographicShiftsProvide
RetailOpportunities 133
ALookatU.S.DemographicTrends 134
CapitalizingonFutureDemographicShifts 135
GettingtoWherethePuckIsGoingtoBe...Ahead
oftheBigDemographicShifts 136
viii Contents
BeyondDemographics:TheSignificance
ofLifestyle,Attitudes,andValues 148
TimeCompression 151
CustomersinControl 154
CHAPTERNINE—MovingUptheLadder—
GrowthofExperientialRetailing—HowtoDrive
SalesandProfitsbeyondPrice 157
LululemonAthletica—ANewBreedofExperiential
Retailer 162
Oops—PaivaDidn’tDeliveronExperience 163
WhoElseGetsExperience? 164
CHAPTERTEN—GettingOutsidetheBox—New
WaystoReachtheConsumer—TheGrowthof
NonstoreRetailing 167
IntelligentMultiChannel 168
JCPenney 169
Williams-Sonoma,Inc. 171
PoppingUpAlloverthePlace 172
LaunchingBrandsDirectly 177
BareEscentuals 178
ThePamperedChef 180
CreativeMemories 181
OtherNon-StoreRetailingChannels 183
ReachingConsumersinNewandReinventedWays 184

CHAPTERELEVEN—SellingServices,Not
JustProducts 185
DemocratizationofService 186
DemographicShifts 188
ServicesAreClearlyOutpacingRetailGrowth 189
PetSmartandthe“Humanization”ofPets 191
SofterSideofServices 192
RetailClinics—AfforableDiagnosisand
CureinOneSpot 195
FinancialServices 197
SoWhat’sNext? 199