Tactics > the Green Issue A greener way to shop


The recent e-Customer Service Index (eCSI) survey conducted by industry body IMRG and research provider eDigitalResearch revealed that consumers are embracing ecommerce, not just for convenience, but because it is seen as a more environmentally friendly way to shop.


The results are in A


The mail order sector doesn’t fare well when it comes to appearing “green”—here’s what you can do to combat that


ccording to the first Sustainability Tracking Study, a report published in March by the Direct Marketing Association (DMA) and commissioned by postal


advice and management firm Onepost, charities are the “greenest” industry sector. However, whilst one in three


respondents cited charities as the most environmentally friendly industry sector, fewer than one in ten felt the same about other market sectors. In


A survey of more than 2,000 UK-based individuals, published in April, found that more than a third (36 percent) preferred to shop online. The top reasons for choosing to shop online were the ability to research products in minutes, cited by 83 percent of respondents, and reduced pollution, cited by 74.6 percent.


As well as reducing their


carbon footprint and energy consumption, for 53.5 percent of survey respondents, the beauty of online shopping is that it provides them with a wider choice of environmentally friendly alternatives.


Overall, the survey found that 56


percent of people are concerned with green issues when they shop online—an increase of 12 percent since January.


However, retailers do have some


way to go to completely satisfy eco-conscious consumers. Forty- two percent of people surveyed strongly agreed that there is still a need for better visibility and clearer environmental and efficiency information on all products sold, both offline and online.


10


fact, the report revealed that mail order companies are perceived to be decidedly bad for the planet. Only six percent of respondents ranked mail order companies as “environmentally friendly”, with 48 percent ranking them as “unfriendly”. Nevertheless, in further investigation


for Catalogue e-business by Onepost, using a sample of 33 businesses in the direct marketing sector, most respondents said that environmental issues were high on their agenda and that they were actively taking steps to turn around negative consumer opinions.


Top tips


Based on the findings of the Sustainability Tracking Study, Onepost marketing manager Luan Wise has this advice for mail order companies seeking to improve their environmental credentials:


Health-check your data


More than a quarter of respondents highlighted data cleansing issues—incorrect addressing, goneaways or deceased records—as a big influence on their decision to determine whether a piece of direct mail is environmentally friendly or not. Organisations can become more targeted and efficient with regular


suppression and enhancement. This will reduce mailing volumes as well as costs without harming sales. Deduplication, goneaway and deceased suppression files are readily available and easy to use.


Include a recycle logo


The study highlights how a company that uses direct mail makes a pronounced impact on the way consumers perceive its environmental credentials. One third of consumers polled said that the presence of a recycle logo alone on an item of direct mail would lead them to perceive a company to be environmentally friendly.


Mail naked


The research revealed that half of shoppers say polythene wrapping is the strongest influence on their decision about whether a piece of direct mail is environmentally friendly or not; 21 percent more than the second biggest influence—incorrectly addressed mail. The influence of polywrap was felt highest in the 55 and older age groups and in the north/north-west areas of the UK.


Catalogue e-business www.catalog-biz.com


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