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Considering the Whole Package

Is your brand at risk of “greenwashing” eco-efforts?

When it comes to creating environmentally friendly packaging, we’ll be the first to applaud any brand that takes positive steps in reducing their carbon footprint. But when those green efforts become green marketing – then we believe shoppers are owed an explanation greater than a package shift (picture “I’m green!” violator here). Because, when it comes to packaging, shouldn’t we really be communicating the whole package? Not just the materials the brand is wrapped in, but the way it’s made, marketed, and how it gets on shelf?

According to One Green Score For One Green Earth, a sustainability research study recently published by Ryan Partnership Chicago and Mambo Sprouts Marketing, we’re experiencing the dawn of an eco era. It’s estimated that the average American shoppers’ commitment to buying sustainable products will continue to rise heavily in the coming years. But with a lack of sustainability guidelines, shoppers can feel confused or deceived. According to the study, brands that establish themselves as credible “green” sources will reap the benefits in terms of increased share and shopper loyalty.

That means from the packaging brands use to their manufacturing practices behind the scenes, if a company’s message is “hey, we’re green!,” we shoppers should know how their products are really made. So how can a brand today better communicate their green efforts and ensure they’re protected from a barrage of eco-evaluation? Following a few of these practices below can help your brand rise above the sustainability suspicion:

Think Green Behind the Scenes Even if your packaging is designed with the environment in mind, other information about your company’s manufacturing process may not be so eco-friendly. So take sustainability a step further, and green-ify any parts of the process you can. Consider running your company on a green server. Or choose biodegradable shipping containers. You can even make your marketing efforts green, like this recent Target commercial shoot.

Practice what you preach. Don’t promote your brand’s eco-friendly packaging, and then print off 700-page documents about said efforts. Today’s savvy consumers expect a brand that stands for sustainability to adhere to what it’s selling, inside and out.

Be authentic and transparent. Be clear about who you are and what you're doing. Grocery megachain SuperValu is trying to become known as the greenest grocer, pushing 40 of its stores to go “zero-waste.” An investigation revealed that meant diverting 90% of its waste to landfills for SuperValu. Ninety percent is GREAT… but it isn’t zero.

Have a credible circle. Join relevant associations, network in the green space and apply for certification seals. Plus, verify that your suppliers, partners and distributors are all eco-friendly, too.

Think local. When selecting materials for packaging and POS, consider finding vendors that can cut your brand’s carbon footprint AND shipping costs.
Don’t go over-green. But what about a backlash on the other side? Take Sun Chips. Their recent foray into biodegradable packaging should have been cheered from every corner of the green scene. Instead, Sun Chips faced massive complaints about the sound their package made. Turns out, they alienated the majority of consumers in the middle of the sustainability spectrum with changes that negatively affected the brand experience.

What factors do you consider when shopping “green?” Are there any messages on sustainable products or packaging that you find especially deceiving or wish was better regulated?

By Christine Nardi Diette and Megan Happ
Christine is group president at Ryan Partnership Chicago, a leading expert in promotion, shopper, and digital marketing campaigns for emerging and established consumer brands. Megan is a creative conceptor for the agency. Both Christine and Megan blog at blog.ryanpartnershipchicago.com.

Navigating the Pitfalls of eCommerce vs. B&M Stores

I recently read an article on the 6 Common Pitfalls Of Brick-And-Mortar Shopping, which are according to the author; impulse buying, price bias, limited access to information and product details, nonexistent negotiation and price flexibility, acess to fine print, and pressure to buy.

Instantly, it made me think of this spoof video from Google Analytics which parodies the Online Checkout by turning it into an in-store experience.

With the converging, blurring lines between online/offline and the in-store experience meeting head-on with technology, it seems that the more you marry the two and leverage the advantages and pitfalls of both to create a seamless experience for a shopper no matter where they buy from - the better off we will all be.

Valerie M. Russo is a Senior Social Media Strategist at IIR USA with a technology, anthropology, marketing and publishing business acumen. She is live blogging from Shopper Insights in Action 2012 on July 18 - July 20 2012, in Chicago, IL. She is a published poet and also maintains a literary blog. She may be reached at vrusso@iirusa.com. Follow her @Literanista.

One Number That Could Change the Way We Shop

The idea of a single scoring system for sustainability, as put forth in the One Green Score for One Earth white paper, is an excellent and timely proposition. Sustainability matters to shoppers, as evidenced in small and large ways. We see it at grocery checkout lanes with more and more shoppers bringing their own reusable bags, and on a much bigger scale with actions such as Target’s recent commitment to selling only sustainable and traceable seafood by 2015.

However, there are questions that remain unanswered, such as: How many shoppers are truly motivated to purchase based on sustainability claims? How strong is consumer demand for a scoring system that lets shoppers know the impact of a single purchase on the environment? And could a score influence purchase decisions enough to drive significant change?

While the research presented in the One Green Score for One Green Earth white paper indicates a scoring system would have a positive impact (e.g., 69% of those surveyed, who only find sustainability somewhat important, say a score would influence their decisions), there already are numerous scoring systems in the marketplace (e.g., Energy Star for energy efficient products, Good Guide for green/ethical products, Green Index, Timberland’s measure of the environmental impact of their own products, etc.), yet sustainable purchasing only accounts for approximately one-third of all purchases made (also according to the One Green Score survey).

So is a scoring system really the key to changing our society’s consumption behavior, and thus the corresponding impact our behavior has on the planet and its occupants?

We believe yes, education is needed, with reminders provided at moments when one might not be thinking about sustainability, like when shopping for shoes, eggs or even the new iPhone 4S.

While we still have a long way to go to make lasting changes, a uniform scoring system would be a strong step in the right direction to aid us all in making better choices as shoppers. Let us know if you agree, or if you have a different idea on how to educate shoppers at the moment when a purchase decision is being made.

By Christine Nardi Diette and Meredith Reineck
Christine is group president at Ryan Partnership Chicago, a leading expert in promotion, shopper, and digital marketing campaigns for emerging and established consumer brands. Meredith is a managing director at the agency. They both blog at blog.ryanpartnershipchicago.com.

Official Shopper Insights in Action Call for Submissions – Deadline 12/7

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS
Shopper Insights in Action 2012: The New Integrated, Multi-Channel, Socially Interwoven Journey to Purchase
* Submit your proposal by email to rmcdonald@iirusa.com by Friday, November 18, 2011.

Deadline: 12/07/11

The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:

 The 12^th Annual Shopper Insights in Action Conference

July 18-20, 2012

Marriott Magnificent Mile, Chicago, IL

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, November 18, 2011 to Rachel McDonald, Event Director at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

If this is something you're interested in considering, please let me know as sessions fill up quickly.

KEYNOTE SPEAKERS CONFIRMED FOR 2012:

• Billy Beane, General Manager, Oakland A's, and Subject of MoneyBall
• David Eagleman, Renowned Neuroscientist and International Bestselling Author Incognito: The Secret Lives of the Brain

ALL NEW FOR 2012: We are particularly interested in expanding on innovative shopper initiatives and would enjoy hearing from merchandise experts on the retail side and shopper marketing on the manufacturer side. There will also be a more pronounced focus on mobile and digital initiatives. If you have a case study in digital or mobile or innovation we want to hear from you.

Shopper Insights in Action is the world's most trusted conference brand for championing the activation of research at retail. With 85+ speakers and 70+ sessions, Shopper Insights in Action 2011 was the most comprehensive, action-oriented shopper agenda in the world. SIA USA 2011 marked its largest in history with over 600 retailers, manufacturers and suppliers. While there is no magic button or one size fits all approach, the one constant that makes the event such a success year on year is its underlying commitment to the "IN ACTION". The 2011 highlights included A.G. Lafley and neuroscience experts Jonah Lehrer and Dr. A.K. Pradeep - who gave us a look into a field that's only begun to unlock the science of the human brain.

Staying true to its core, the emphasis is always on the ACTION, therefore, every presentation must showcase both the research and what was done with the research, moving beyond theoretical to real-world lessons.

NEW CONTENT AREAS FOR 2012:

• Mobile, Social and Digital Shopper Initiatives
• Digital Engagement and Emerging Technologies
• Social Commerce
• New Activation Strategies
• Emerging Shopper Channels
• Creating Value and Measuring ROI
• The Power of Neuroscience
• Shopper Segmentation Research
• Reinventing the Store Experience
• Collaboration Strategies between Manufacturers and Retailer
• Insights that Align All Your Marketing and Category Management Activities

CORE TOPICS WE ALWAYS WANT TO HEAR ABOUT:

• Strengthening Retail Partnerships
• Category Management and Category Behaviors
• Cutting-Edge In-Store Research Techniques
• How Does the Brand Work in the Consumer's Life
• Developing Global Capabilities in Emerging Markets
• How Will the Ownership of Insights Evolve
• Understanding Today's Shopper Mindset and the Path to Purchase
• Innovation in Private Brand and Brand Identity
• Integrating Traditional Research Around Categories/Brands and Shopper Insights

We are also happy to consider topics not listed here that you feel would add value and be appropriate.

Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities

What if I am not a corporate practitioner (from a client-side company) but still would like to participate?

More than 70% of our content will be delivered by corporate practitioners from retail and manufacturing. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.  

How to Submit

 For proper consideration, please include the following information with your proposal:

• Proposed speaker name, job title, and company name
• Complete speaker contact information - address, telephone and e-mail
• Short biography of speaker (50-75 words max)
• JPG headshot photo, minimum 300 dpi
• Title of presentation (one line, benefit oriented)
• Short summary of content to be delivered (no more than 75 words), followed by three bullet points of what audience members can expect to "take away" from the presentation

Tips/Guidelines to Consider

• Sessions are 30-45 minutes in length, inclusive of time for Q&A
• Preference will be given to proposals that clearly illustrate the full insights to activation process
• Commercialism and self-promotion from the podium is strictly prohibited. Your presentation will be reviewed by a Content Review Board prior to the event and should you self-promote during the session, you will not be invited to return as a speaker.
• The conference audience consists of brand-side researchers, brand-side marketers, retailers and vendors responsible for gathering, translating and actioning shopper-focused insights. Your proposal must present what's new, hurdles to get there and how it can move the industry ahead.
• Travel and expenses are the responsibility of the speaker.
• If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else.

Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:

1. Content matches interest of audience identified through research.
2. Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
3. Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the "how-to" details.

Those selected will be notified no later than January 2011. Stay tuned for more details on the event website at www.shopperinsightsevent.com.