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STORE DESIGN By digitalising the in-store messaging, not only have brands such as Argos and Asda reduced print waste, but they have also improved efficiency in merchandising times, freeing up staff for other tasks. Allbirds is a great example of a brand using its stores to raise awareness of sustainable products, while Barbour’s ‘Wax for Life’ initiative encourages customers to extend the life of their existing jacket. It’s not just the smaller, nimble brands such as Burt’s Bees that are making great company-wide progress. Sustainability is also being demonstrated by big global brands, such as IKEA. they’re doing well and where they need to improve. It’s a large undertaking, but despite these challenges, retailers are already proving that it’s possible. Establishing a sustainable strategy needs to be a core focus of every retail business now. These strategies cannot simply be sustainable announcements. They must be authentic and lead to meaningful action. Physical retail stores must be leveraged to raise awareness, educate and inspire customers and staff to make changes and adjust their own habits. Having a sustainable strategy is important to retailers, not just because they have a responsibility to manage their own environmental and economic impact, but also because they’re uniquely positioned to have a social impact and encourage global change. Now that Sky UK has a physical retail presence, it would be amazing to see the company use its stores to talk about its Sky0 initiative and begin to encourage social impact by involving customers. Brand initiatives Retail teams need to ‘mine’ their own businesses for opportunities. Often organisations are already doing great things but miss the opportunity to leverage the retail channel to tell their sustainability stories and inspire customers. Focus on the small and big things Wherever possible, retailers need to take company-wide action, introducing both small and big changes, and these must go beyond a material review. This holistic approach is a challenge and can appear overwhelming. It demands investment of time and money, and the alignment of multiple stakeholders. Most importantly, it demands that an achievable sustainable strategy is put in place. The goal of sustainability won’t be achieved with a single big intervention. Focus must be placed on ongoing sustainable development. Progress comes from the ongoing development of multiple initiatives with predefined checkpoints along the journey, enabling retailers to monitor their development. It’s an iterative process of identifying what About Ian Johnston Ian Johnston is founder and Creative Director of Quinine. In 2007, Ian founded the retail experience design consultancy with a mission to help brands create world-class social, cultural and commercial experiences that would enrich their customers’ everyday lives. Using a pioneering design research methodology developed during his time as an associate at the Helen Hamlyn Research Centre, Ian concentrates on uncovering for brands the insights they need but haven’t yet been told about. About Quinine Quinine is an integrated research, strategy and design consultancy. We help business leaders reimagine the purpose of the physical retail store. We help them by answering some of their most difficult questions, ensuring they make better-informed decisions, faster. For more information visit quininedesign.com MAY, 2021 RETAIL WORLD 11