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STORE DESIGN FROM PAGE 9 physical stores to encourage social change. Some retailers’ sustainability policies may not be established enough, or they have little understanding of how they can use the store tactically, and how it fits into their broader sustainability strategy. While sustainable storytelling can be good to raise awareness, it may risk coming across as ‘green washing’. To fully seize the opportunities available to them, retailers must use the physical store to involve both staff and customers in dynamic and engaging activities. It’s here that people begin to learn and become inspired to change their own habits. Brands must engage everyone in-store with meaningful sustainable ‘action’ – that which the brand has taken, and that which helps their staff and customers reduce their own impact. This demonstrates social impact. It also creates a different and stronger connection between customer and brand, and between the brand and its staff. No longer is it solely transactional, but a partnership built on shared goals and achievements, one that builds greater brand affection and loyalty. Do counter-tops made of used coffee grounds or artworks created from uses coffee capsules do enough to raise customer awareness of the sustainable action Nespresso is taking? Selfridges’ UK store windows raised awareness of its Project Earth initiative, while in-store experiences involved customers, inspiring them to change habits. The potential reach of retail is extraordinary. Reflecting on 2020, despite the national lockdowns and the associated clouds of uncertainty, people are craving human connectivity more than ever and physical retail is one of the easiest ways to access this. Using the store as a tool to raise awareness, educate and inspire, brands must take the responsibility of leveraging their reach to have a positive impact on society. This is the power of the physical retail space. How are retailers delivering sustainable development? Too many retailers believe their sustainability story is solely about the store environment and the materials they use. While material choice is important, brands and retailers must look at sustainability through a far wider lens. With an understanding of the far-reaching scope of sustainable development, the opportunity to take relevant and meaningful action becomes, in some way, a little easier. To help understand some of the questions a brand must answer, here are five areas that demonstrate the range of sustainable development strategies in physical retail. Store environment Architectural finishes, fixture design and materials should all be considered in a brand’s drive to become more sustainable. The challenge is to translate this into a meaningful and authentic in-store story that involves the customer and encourages change. Ace & Tate’s Antwerp store is made from recycled materials in celebration of its commitment to manufacturing all its eyewear products from 100 per cent bio- acetate and becoming carbon neutral by 2030. Property selection and location Retailers must understand the transport infrastructure used by employees and customers to get to their stores. The building typology also makes a difference. Is it a new or existing building? Is it in a mall, strip mall or high street? Do the landlords have a sustainable agenda? Understanding these factors, retailers must define plans to alleviate the associated impact. Accepting that much of Lidl’s impact comes from customers travelling to its stores in private vehicles, the company encourages households to switch to electric vehicles by offering free charging points outside the stores. Store operations and facilities If a brand is able to address big-ticket items such as supply chain, energy consumption, climate control, water usage, etc, the impact can be huge. But smaller adjustments, such as understanding how to reduce waste in-store, are equally important. Products and services Brands can use their product assortment and in-store services to demonstrate sustainable action. Are the products sustainable? How are they packaged? Offering in-store services, such as repairs, refurbishments and also rental, can encourage people to change habits and live more sustainably. 10 RETAIL WORLD MAY, 2021