Walking the Talk: making your store a little greener

(This appeared in the June '08 issues of Merchant Magazine and Building Products Digest.)

The demand for greener product choices is clearly growing from both pros and consumers. Last month we talked about what makes a product green and how to identify them. Stocking greener products will help retailers take advantage of this growing business opportunity, but is that enough? Not necessarily. Advertising and other communications are essential, of course, but to effectively connect with the green customer, there has to be credibility behind the claims. If you, the retailer, are not “walking the talk” it may all be for naught.

Most everyone these days has heard the term, “greenwashing.” Cynical attempts to jump on the green bandwagon, misrepresentations of environmental claims, and hypocrisy are the kinds of things that earn the “greenwash” label and it can result in losing customers fast. So, what can retailers do to walk the talk and build lasting relationships with their new green customers? There are three really easy things a retailer can do to start building their green cred: 1) become a community resource, 2) reduce operational impacts, 3) increase staff’s product knowledge.

1) Many cities have programs in place that make it easy for retailers to become a community resource for recycling batteries, paints, and fluorescent lighting. Being a collection point for these kinds of items provides a valuable service to your community. These programs, whether through your local city government, utility or third parties, also provide opportunities to connect with local schools and non-profits that will be happy to promote the good work you’re doing. Make sure the store and lumber yard are recycling their own waste, and inform your pro customers about recycling on the job site.

2) Operational impacts are sometimes hidden from customers, but doing something in this area can save money and build brand loyalty, especially when your efforts are known. Change lighting from inefficient incandescents and T12’s to CFLs, LEDs and T5’s. Swap out your inefficient toilets for High Efficiency Toilets (HETs) and/or waterless urinals. These measures often come with aggressive rebates – take advantage! If your locality has a Green Business Program, participate!

3) Getting your staff educated about the greener choices on the shelf is the easiest of all to accomplish. Most manufacturers and distributors are more than willing to come into your store and educate your staff on the ins and out of their soy-based sealer, energy-saving-device, or zero-voc paint. Product knowledge sessions are a good way to get even your crustiest department heads on board and you can incorporate them into an in-store event.

There are other things retailers can do, of course, such as put solar panels on the roof or use bio-diesel in your delivery vehicles. The main issue, however, is that retailers that make a genuine effort to reduce the impact of operations, educate staff, and take advantage of community programs, while stocking greener products, will establish themselves as the green leaders in their communities.