“Everyone wins with this program. The customer becomes even more environmentally conscious. The retailer (or manufacturer) enables the customer to do so and, in so doing, builds a stronger bond with her. And our world becomes environmentally healthier.”
-Brian Woolf, Retail Strategy Center, 8/31/08
It is known that “green consumers” spend more at the grocery store – typically 3 times more than the average consumer – but how can we identify and target them? As a consumer packaged goods manufacturer, how do we convince them to choose our product amidst a flood of green messaging? And once they buy our product, how do we keep them coming back?
The EcoUnit solution identifies and targets the green consumer at the grocery store, allowing the CPG manufacturer to profit from this growing purchase demographic. The EcoUnit program motivates consumers to make eco-friendly choices, such as purchase of organics and other environmentally-preferable packaged goods. Customers earn EcoUnit credits when they make these choices, and they redeem their credits for eco-friendly rewards such as tree planting and support of local environmental causes. Through its network of partners, EcoUnit is able to execute product promotions on a national scale.
By tying the eco-conscious consumer’s purchase to an environmental cause, brands will build an emotional connection with the customer that results in sales lift and higher margins. In addition, as your customers engage with your brand, you have an opportunity to tell your sustainability story to customers who want to listen.
Key Program Attributes
Profitable
• EcoUnit credits can be used to motivate purchase of any green product, driving increased revenue and margin
• EcoUnit credit-based promotions are less costly than coupons or temporary price reductions
Engaging
• Capture customer opt-ins and drive viral buzz
• Differentiate your brand as an environmental leader among eco-conscious consumers
Flexible
• Ability to execute local and regional tests as well as national programs
• Back-end points accrual and redemption system, with no additional resources required from manufacturer
To learn more about the EcoUnit program for product manufacturers, send a note to service@ecounit.com.
