SZ-Online: Dealers reward customers for green shopping
Dealers reward customers for environmentally friendly shopping There is a discount for the coffee pot or bag brought along. This is not entirely selfless.
Anyone who brings the durable bag with the next purchase again gets discount. Not only because of the environmentally friendly transport. Because with these bags, the customer becomes the advertising medium with every purchase except the goods. © davids
Doing environmental work and save money: more and more traders and catering chains attract customers. No matter whether you are on the road for coffee, when shopping for food or when shopping for fashion, there are often small rewards for ecological behavior. This should help the environment, but also the image of the companies.
Example: “Coffee to go”. The flood of disposable cups for fast coffee on the road, for latte macchiato or cappuccino, environmentalists have long been a thorn in the eye. According to the Federal Government, almost 2.8 billion disposable cups are consumed annually in Germany. In the meantime, more and more vendors are rewarding their customers if they do not use the environmentally-friendly disposable cups and instead bring their own reusable cups.
Discount only with in-house bag
The petrol station chain Aral, for example, has been charging 10 cents less for customers who bring their own cups since the beginning of February in the company’s own petrol stations. Also in the McDonald’s McCafés and at the bakery label Kamps the coffee in the own cup is 10 cents cheaper. Starbucks gives even 30 cents discount. Also many small cafes have long been similar offers. “Such actions strengthen the image. Today, customers expect companies to work for the environment. This is particularly true for the younger generation, “explains the marketing expert Martin Fassnacht from the WHU Economic College, which explains the company’s commitment.
Thomas Fischer from the German Environmental Aid (DUH), who has long campaigned against the coffee bean flood, welcomes the offers. The fact that “the companies use an incentive system is already the right way,” he says. But he is not quite satisfied. The environmentalist is annoyed that these offers are not actively promoted by many companies in the shop, but rather a deadline. In the eyes of the DUH expert, this is less environmental protection than “greenwashing”, ie the attempt to turn a green coats.
The Discounter Penny, which belongs to the Rewe Group, also tries to persuade its customers to accept environmentally friendly behavior with small rewards. Penny has not only abolished plastic bags, like some other grocers. Anyone who comes to shopping with the Penny permanent bag made of recycled material will receive a ten-cent discount every time. And the company again donates the same sum to projects for the promotion of children and young people.
“We want the customer to focus on the permanent bag, because it has the best environmental balance,” explains company speaker Andreas Krämer. DUH expert Fischer considers this a good idea. Too often the plastic bag is simply replaced by a paper bag, which consumes even more resources during production. “That is why the approach discount for reusable is very good,” he says. One thing Fischer annoys however nevertheless: “The concept would be much better and would not have such a taste, if the offer would not only apply to Penny tragetaschen. This makes you feel like a changing advertising medium. ”
H & M accepts old clothes
In the meantime, some textile retailers are also playing the environmental map. For example, H & M is taking “old clothes from all brands and in every state” in their stores to recycle them. Customers receive a discount voucher over 15 percent. A similar offer is also available for the older earmarked Adler chain. Here you will find shopping vouchers for the Adler range.
“The main focus of such actions is to persuade customers to buy something new,” Fassnacht said. Fischer from the German environmental aid can still win something good – provided “it is meant seriously and a possible profit benefits social projects”. He believes that the example of the pioneer could be imitated in the foreseeable future with other large textile traders. (Dpa)
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