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