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Sustainable brands in fuel & convenience retail
1. Petroforum 2010 23 March 23 March 2010 Greener retailing - maximising brand value Sustainable brands in fuel & convenience retail 360 o brand thinking
2. experts in energy sector 360°brand thinking Claire Livesey Managing Director brand & design 4 things about Circle Petroforum 2010 Sustainable brands in fuel & convenience retail
5. Sustainability and brand Definition Petroforum 2010 Sustainable brands in fuel & convenience retail No major trade-offs Economic Social Environmental PROGRESS
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7. Corporate responsibility used to be a differentiator: Prius, Whole Foods, Pret a Manger, BP Now a requirement Greenwash – public perception vs. actual performance Sustainability and brand Building your reputation Petroforum 2010 Sustainable brands in fuel & convenience retail
8. Live up to your promises Sustainability and brand Building your reputation Petroforum 2010 Sustainable brands in fuel & convenience retail
10. Integrating alternative fuels Considerations and opportunities Alternative fuel types becoming increasingly available – natural gas, hydrogen, electricity etc. Cleaner fuel types available e.g. biodiesel blends Petroforum 2010 Sustainable brands in fuel & convenience retail
11. Different fuel providers Retailers need to use this to market themselves, even if networks and user numbers are low Integration on existing forecourts or standalone Integrating alternative fuels Considerations and opportunities Petroforum 2010 Sustainable brands in fuel & convenience retail
12. Opportunity to stand out Integrating alternative fuels Considerations and opportunities Petroforum 2010 Sustainable brands in fuel & convenience retail
16. Sustainable design for retail sites Petroforum 2010 Sustainable brands in fuel & convenience retail
17. Sustainable design for retail sites Life cycle consideration DESIGN Waste reduction Pollution prevention Recycled content Energy reduction Use of natural materials USAGE Energy efficiency Water conservation Non-toxic or less-toxic materials Renewable energy systems Longer life materials and fittings RETROFIT/DISPOSAL Reusability Recyclability Disposal Petroforum 2010 Sustainable brands in fuel & convenience retail
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19. Sustainable design for retail sites Example - Oula Solar Petroforum 2010 Sustainable brands in fuel & convenience retail
20. Sustainable design for retail sites 23 March 2010 Example - Oula Solar Petroforum 2010 Sustainable brands in fuel & convenience retail
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22. Sustainable design for retail sites Example - Tesco Roof lights and sunpipes – natural daylight Sustainably sourced timber frame and flooring tiles from a local supplier Energy efficient heating, air conditioning and equipment e.g. bakery ovens Rainwater collected and used for toilets and carwash Solar powered street lights and crossing beacons 1 st LED car park in UK Gases for refrigeration, heating, ventilation and air-con with virtually no environmental impact Petroforum 2010 Sustainable brands in fuel & convenience retail
23. Sustainable design for retail sites Tesco Petroforum 2010 Sustainable brands in fuel & convenience retail
24. Opportunities in the C-Store Petroforum 2010 Sustainable brands in fuel & convenience retail
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26. Opportunities in the convenience store Product & offer Local food - purity, traceability and food miles Healthier food Packaging and uniforms Barcodes & wastage Petroforum 2010 Sustainable brands in fuel & convenience retail
27. Brand behaviour People Supply chain Community Employees Measurement Petroforum 2010 Sustainable brands in fuel & convenience retail
29. Sustainability & maximising brand value Opportunities to stand out Live up to your promises Every step of the journey Build trusting relationships with all audiences Value and values, build brand equity Summary Petroforum 2010 Sustainable brands in fuel & convenience retail
Brand and design – what you stand for and what you want to be known for (your reputation) and specialise in using design to help communicate this to the outside world Lots of brand consultancies but only a handful specialising in the energy sector where we’ve been working since the early 90s for companies from BP to Emarat to Q8 in over 10 countries 360 degree design – best brands act consistently in everything they do, work with companies in corporate communications, internal brand building, retail design, think of the big picture
What do we mean by sustainability and how does it impact on brand? Alternative fuels – practical integration but also customer communication Sustainable design for retail sites – how can we plan for the future Opportunities in the convenience store – maximising potential of the best customer interaction area
Sustainability is about progressing to a better, more balanced future, not just about the environment Balance of economic viability, social and environmental impact Crucially it’s about achieving a balance when all 3 are achieved with no major trade-off in any one area
Water – usage going up and creating ‘water-stressed’ countries, how we reduce usage and conserve what we have access to Lower energy buildings e.g. Passive House in the US, slashing heating energy consumption by 90% Solar energy – prices reducing as supply finally catches up with demand
Early adopters with strong beliefs stood out, positive for their brands with all audiences e.g. Prius, Toyota got a halo effect even though other manufacturers have developed better hybrid car models e.g. Nissan Leaf launching this year, zero carbon emissions, 80% capacity full charge in 30 mins How will Nissan be perceived and what will Toyota do next? Sustainability and measurement will become a legal requirement Public backlash
Requirement but can use it to be very positive for your brand Small steps, set realistic targets, communication and measurement, positive opportunity to build your brand What might be the negative of not doing it and getting left behind?
Not new, here in Malaysia for 20 years Accelerate fast and technology as traditional fuel prices go up and governments create mandates
e.g. 10 million vehicles running on natural gas worldwide, 2.5 million electric vehicles in Germany by 2020 low carbon fuels e.g. E85, 85% ethanol, 15% gasoline California networks, Propel in Australia, networks growing Cars coming down in price and improving in performance Networks needed Consumer demand
As more alternative fuels are available, new non-traditional fuel retailers will come into the market, can do something different When networks of alternative fuels are smaller, have even greater need to promote activities on existing forecourts or in new standalone sites Not just branding pumps, opportunities to communicate around retail sites and at a corporate level One basic level it’s a fuel identifier exercise, bigger picture it’s a positive opportunity to send bigger corporate messages to all your stakeholders
Investing then make the most of it Marketing and communications Retail sites – do something different with your design
Complements main retail brand but stands out, sub-brand Given equal presence as c-store on MID Visible branded spreader and dispenser
Tools – advertising, exhibition materials Messages – strapline ‘Partners in a better future’ and advertising copy line ‘clean green now’
A big visible area of many energy companies is their retail sites Opportunity to integrate more sustainable solutions into the design of sites Good examples like helios house in the US by BP, Sainsburys in the UK Underdeveloped
When we’re thinking about design it’s the whole life cycle For example in design it’s everything from the use of recycled and natural materials, energy efficient heating/cooling systems Usage – energy efficient refrigerators, longer life shopfitting, better quality, longer lifespan Lifespans 10 yrs for forecourt, 5 yrs for shop, what can be reused, how will signage and equipment be recycled responsibly etc. Balance, economy, social impact and environmental
New retailer wanting to innovate in the local market place, often mature retailers that do these things, this developed in parallel with new retail site concept Integrate clean energy as important for the future Developed a solution working with specialist partners
Bespoke skylight for customer visibility in the canopy and c-store Standard PV panels across whole top of canopy Sunpipes to allow natural daylight in Solar powered carwash using recycled water Solar powered bollards Reverse vending machines on the forecourt
Sub-brand for solar sites Communication system for the forecourt – MID integration, banners, posters etc. Corporate tools – website, advertising, stand out at a B2B and B2C level
New site opened this year in the UK, Cambridge Crucial is the costs for organisations operating in countries where energy costs are high
Energy efficient heating systems Rainwater collection Virtually no emissions from refrigeration, heating, air con and ventilation
Design – visible timber frame from local suppliers But also brand benefits – changes what I think of Tesco M&S Plan A launched 2007, now plan to be ‘most sustainable retailer in the world’ by 2015, big ambitions, saved £50 million in the process by being more efficient
C-store is most consumer intense interface Area of sites most likely to encourage consumer loyalty
Ecolabelling – successful schemes e.g. LEED (building standards) and EnergyStar for consumables e.g. refrigeration Energy efficient lighting systems Toilets as good way of doing simple measures and communication Energy monitoring – homes to retail Communicate what you’re doing on everything from paper bags to on-screen presentations, coffee cup example (loyalty and reduced cost)
Food – progress used to be being bigger and sweeter, now people want to know where food has come from and support local suppliers e.g. EuroSpar food miles Healthier food options – organic, low sugar and salt etc. Packaging and uniforms – Quiznos, 2x sales in c-store environments Barcode developments – sml. barcodes for individual produce and colour changing ones for helping managing product supply Sainsburys – first solar-powered refrigeration unit in delivery vehicles
People you work with What you put back in the areas you operate Your internal systems – are your employees ambassadors, e.g. Google don’t be evil, attractive to do business with but attractive to work for Setting targets, measurement and reporting, doing it but proving it
Use value and values to build positive brand recognition and stand out from your competitors
