store’s innovative solutions. The retailer carries the interactivity into its presence online,
where users mouse over points on a store
rendering to learn about the retailer’s green
Play with the issue. Gamification is
a favored tactic of corporate sustainability
heads today for its ability to incite behavioral change. After all, when something new
is fun, it meets with less resistance. Green
retail is no exception. Timberland’s new
online games section offers quizzes to identify your “hortiscope,” see what your packing habits say about you (I’m perfect. You?),
or crush plastic bottles with virtual boots.
Fixtures Living’s Costa Mesa, Calif., store
uses a “Greenius Quiz” to teach about sus-
tainable aspects of products such as Energy
Star appliances. Available at graphic pylons,
the quiz encourages shoppers to review in-
store signage. With humorous verbiage to
engage the customer, quizzes are printed
with eco-friendly inks on recycled paper.
A water bottle reward incentivizes shoppers
to participate, and scoring by associates facil-
Be iconic. Graphics can simplify complex
issues and make your brand a sustainable
icon. To help consumers understand the
impact of purchase decisions, Yellowstone’s
For Future Generations denotes sustainable
product traits with icons. A scorecard dis-
Yellowstone’s For Future Generations store
denotes sustainable product traits with icons
on a scorecard displayed near each product.
played near each product highlights its traits
and rates the product’s impact on a sliding scale. Timberland, known for “nutrition
label” environmental product information,
also uses a sliding scale “green index” to
simplify product data.
Make room for sustainability. A bulletin board for environmental groups reaches
out to the local community. The Starbucks
store on East Olive Way in Seattle incorpo-
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