Every business strives for excellent customer service. London Drugs takes that idea a step further by helping customers learn how to save money and the environment by making Power Smart choices. This past year, London Drugs offered 30 Power Smart clinics, together with BC Hydro’s Outreach team, to teach customers how to shop “green”—starting with the wide range of ENERGY STAR® lighting, appliances and televisions sold in their stores. The company featured Power Smart products in over eight million flyers, plus their holiday catalogue and “What’s the Green Deal?” web platform, which offers information on the environmental benefits of a wide range of products. Then, London Drugs helped consumers take the benefits home by offering Power Smart specials, beyond BC Hydro’s incentives, during Power Smart Month.
Behind the scenes, London Drugs “walks the walk” with a massive program to recycle both internal corporate and consumer waste. They also work to make their own buildings more energy efficient through retrofits and by ensuring that new stores are designed and constructed to high efficiency levels.
The Home Depot’s Eco Options program is helping consumers make better choices for the environment. During Power Smart Month, they set up special displays of ENERGY STAR® appliances in prominent store locations. Then, using Power Smart and Eco Options program messaging, they educated customers on the environmentally responsible options available and made it easy to find those products in the store. Finally, they helped customers take the next step by offering discounts on ENERGY STAR appliances and by running a Power Smart Month light bulb promotion.
If all partners followed the Trail Appliances approach, customers would hear more, see more and buy more ENERGY STAR. That’s because Trail has made energy efficiency a key selling tool, and has consistently placed Power Smart front and centre in their marketing efforts to drive a shift in consumer behaviour. As a result, the total sales of ENERGY STAR appliances grew from 40 to 65 per cent in 2008. Now, Trail is preparing to implement energy efficiency improvements in their own stores, literally bringing the energy efficiency home.
Retailer of the Year
Behind the scenes, London Drugs “walks the walk” with a massive program to recycle both internal corporate and consumer waste. They also work to make their own buildings more energy efficient through retrofits and by ensuring that new stores are designed and constructed to high efficiency levels.