Retail Gets Social Media
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Taking off the Green- Tinted Glasses: • “Going Green” is not a new concept, but it earned some attention this the past year. • NRHA conducted consumer research with over 250 surveys across the country to hear from the people driving the trend
www.nrha.org
Myth “Going green is a fad that has no place in the hardware industry.”
Reality 34% 27 % 17% 17% 5% 1 2 3 4 5 Not Concerned Not Concerned Extremely Concerned Extremely Concerned How concerned are you that products are eco-friendly?
Reality Not Important 24% Somewhat Important 46% Extremely Important 30% How important is it to have a sizable selection of eco-friendly products?
Myth “Eco-friendly products are for hippies, not the pro contractor or average DIY consumer.”
Reality Makes me feel better about 34% myself Fosters sustainability and 47% environmental awareness Made from organic materials that are healthier for my 59% family Reduces my utility and 66% energy costs Percentage of Consumers Rating the Following Traits as Extremely Important for Green Products
Myth “My sales staff has the greatest influence on green sales in my store.”
Reality Sales associate explained the 46% eco-friendly benefits Researched the eco-friendly 59% product before shopping Signage in the store indicated it 62% was eco-friendly Friend referred the product 64% because it was eco-friendly Packaging told me it was eco- 77% friendly Percentage of Consumers Saying the Following Factors Influenced their Green-Buying Decisions
Myth “The challenged economy has had a dramatic impact on eco-friendly product sales.”
Reality Buy More 17% No effect 57% Buy Less 26% In the last two years, has the economy affected your purchasing habits when buying eco-friendly products?
Myth “To be a green-tailer, you have to offer eco-friendly products in every category.”
Reality 87% 87% 64% 61% 38% Kitchen Living Room Bedroom Bathroom Garage According to the consumers in our survey, they were most willing to purchase green products for their kitchens and bathrooms; The garage ranked the lowest.
Jaime Koch Associate Editor North RHA/ Hardware Retailing jkoch@nrha.org Denise Sullivan Brent Simmons dsullivan@orgill.com mlcbrent@skybest.com Jay Tompt Greg Wisner jtompt@yahoo.com gwisner@fluidmaster.com
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