Trend: Green Retail Spaces

Eco-focused real-world shops gain advantage over their online counterparts by offering tangible, value-added services.

Trend Description

Although many green stores exist online, it is still surprising to discover how few retail spaces have been set up in the real world to capitalise on this exploding area of consumer interest. Physical spaces make it easier for customers to turn good intentions into action, and providing them with the crucial experience of seeing, smelling and feeling the products before purchase.

It’s still crucial to avoid simply being seen as a showroom to precede an online purchase: smart stores are managing this by extending the retail space’s use to offer consultancy and networking events, as well as a deep level of staff expertise and enthusiasm, combining to build a deep, ongoing relationship with individuals and small businesses.

Cases

Eco Age, Chiswick, London

Eco Age in London is not just a green home shop, it is a one-stop high-end sustainable store. It opened in February 2008 to offer everything from energy-generating systems for the home, limited edition interior designs, cutting-edge green gadgets, sustainable design coffee table books and a home decoration consultancy. The space is intended to be used as a networking and education space as well as a simple retail space.

All Shades of Green, Silverlake, LA

Opened in September 2007, All Shades of Green sells, amongst other things, more sustainable food, beauty products, clothing, homeware and books. Supporting services include a green design center, complete with “green navigators” to answer your questions on living a more sustainable lifestyle; the store’s network of green architects, designers and suppliers, providing customers with the service they need even if the store itself can’t; and in-store lectures, covering topics such as “how to grow an edible garden.”

Trend Impact

As more people want to turn their ethical intentions into action, expect to see more shops springing up in the real world. However, in order to survive, these stores will need to offer supporting services in order to build up relationships with customers and offer a clear advantage over online stores. Stores that are currently virtual, wanting to increase customer contact whilst keeping costs low, may respond to this trend with freephone advice services or experiment with pop-up shops.

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