Strategies for a Greener In-Store Environment

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					Strategies for a

          A Supplement To:
                                                                                                    Greener Stores

Triple Bottom Lines                                                             Contents
                     A   few months ago, our good friend Bob Johnson,
                         senior design manager at Harbor Industries, ex-
                   plained the term “triple bottom line” in the pages
                                                                                                      Producers – 7

                   of P-O-P Times magazine: “[It] means you are do-
                   ing what’s good for the environment; you are doing                              Consumers – 12
                   what’s good for your people and their communities;
                   and you are doing what’s good for your shareholders
                   and customers.”                                                               Commontary – 16
    Bob is an idealist, no doubt, but he’s realistic too: “We can’t start
stapling $20 bills to fixtures just so they can be made in an environ-
mentally friendly manner. But we are going to do our best to get our                                   Metrics – 20
customers to understand all the social implications, and the benefits,
of these ideas.”
    I can’t think of a more succinct description of what we’ll be trying                             Wal-Mart – 24
to doing this special report. It is a compenduim of recent articles from
both P-O-P Times and P-O-P Design magazines spotlighting sustain-
ability ideas and initiatives from CPGs, in-store marketing producers,                               Suppliers – 29
agencies and industry experts. We thank the good people at Eastman
Chemical Co., Kingsport, Tenn., for sponsoring this as a service to the
                                                                              A Supplement To:
William Schober
Editorial Director
P-O-P Times
P-O-P Design
                                                                                        Hoyt Publishing Company
This suppliment was printed on Dependoweb.                                             Editorial and Executive Offices
                                                                                 7400 Skokie Blvd., Skokie, IL 60077-3339
                                                                               Phone: (847) 675-7400 • Fax: (847) 675-7494
  A Message from Eastman

  A     s a long-time supplier to the in-store marketing business, we
        are delighted to sponsor this special report on environmentally-
  friendly in-store marketing practices.
                                                                                  Editorial Director William Schober (ext. 132)
                                                                                    Managing Editor Dan Ochwat (ext. 130)
                                                                                    Associate Editor Erica Walkup (ext. 131)
      Eastman’s deep understanding of the retail business enables us               Associate Editor Anne Downes (ext. 160)
  to develop the right materials at the right times, placing us at the                           PUBLISHING GROUP
  forefront of in-store marketing’s ever-changing landscape. Eastman                   Publisher Harold Fischer (ext. 106)
  copolyesters carry certification from the Greenguard Environmental                 Production Director Ed Ward (ext. 144)
  Institute, which means they have been tested and certified for indoor                 Art Director/Production Manager
  use with low chemical and particle emissions. With plastic serving as                      Phillip Hanes (ext. 155)
  a critical component in just about every permanent merchandising
  program these days, a huge element of our sustainability initiative is            IN-STORE MARKETING INSTITUTE
  to extend the material’s service life on the sales floor.                              Managing Director - Content
      You’ll find our brands to be tough, clear, environmentally                     Peter Breen (914) 833-1400 (ext. 24)
  preferred and easy to work with. And they all come with plenty of                 Managing Editor Rob Mahoney (ext. 113)
  technical support from the company’s product specialists.                                   Managing Director -
                                                                                      Member Services and Development
      Eastman strives to be the neighbor of choice by advocating
                                                                                           Maureen Macke (ext. 127)
  Responsible Care and by our commitment to growing wisely by                          Manager - Member Development
  delivering greener, smarter, lower-cost solutions for our customers.                    Nathan Urbansky (ext. 174)
  We collaborate across the whole value chain to deliver the right
  product, with the right characteristics at the right price. We make                            CORPORATE STAFF
  sure our products, employees, neighbors and environment are safe.                      President Peter W. Hoyt (ext. 121)
      Feel free to give us a call with your next in-store materials            Treasurer - Secretary - CFO Chris Stark (ext. 197)
  challenge.                                                                   Dir. - Information Technology Jack Dare (ext. 172)
                                                                                 Director of Marketing Erin M. Kuhn (ext. 154)
  Michael Hartmann                                                               Marketing Manager Veronica Pasia (ext. 123)
  Eastman Chemical Co.

                                                                     Strategies For A Greener In-Store Environment/03
Greener Stores

Raising Consciousness

A Greener In-Store
Retailers, product companies starting to pay
attention to the environmental bottom line

W        hether by using recycled or
         renewable materials, reduc-
ing energy use, tightening distribu-
                                         plays is already 40%-plus recycled,
                                         anyway,” he says. “The temporary
                                         P-O-P display business has been a
                                                                                “experimental supercenter,” which
                                                                                is trying to maximize the use of
                                                                                recycled materials and reduce the
tion networks, or ensuring displays      leader, even before it was popular,    energy and other natural resources
are recycled rather than tossed in       even before it was a trend.”           needed. The company has contract-
the garbage, in-store marketers say          Randy Curtis, president of Cur-    ed with Oak Ridge National Labo-
they’re increasing their efforts to-     tis Relational Marketing, also based   ratory to test and analyze store sys-
ward ecological sustainability. The      in Rogers, AR, believes a greater      tems and materials for three years,
recent interest in this topic could      consciousness is being driven by       and plans to share its results with
be in response to a certain retailer’s   retailers, in particular Wal-Mart,     other retailers.
actions, but as a whole, retailers       his former employer. “They finally        Another “green” Wal-Mart, lo-
and product companies in growing         realized how                           cated in Denver, “is almost com-
numbers are trying to ensure that        short-term a                           pletely powered by solar energy,”
their impact to the environment is       lot of that [in-                       says Roy Moore, CEO of Maverick
as minimal as possible.                  store] stuff is,”                      Ranch Natural Meats, also of Den-
   Patrick Sbarra, president of Rog-     Curtis says.                           ver. He adds, “they burn used mo-
ers, AR-based New Creature, a P-             Last    July,                      tor oil from the automotive shop
O-P design, execution and consult-       Wal-Mart                               for heat.”
ing firm, says some of this greening     opened a store                            The store looks like a typical
has occurred naturally, over time.       in McKinney,                           Wal-Mart when you walk in, but
“A great deal of the corrugated          Texas,      that                       at least 50% of the produce now is
that goes into these temporary dis-      it’s calling an     Patrick Sbarra     certified organic and very reason-

04/Strategies For A Greener In-Store Environment
                                                                                                  Greener Stores

         Branded Reusable Shopping Bags
         Shoppers looking for an alternative to plastic and paper shop-
         ping bags, and brands looking for another way to showcase
         their logo, can use the Easy-Shopper shopping bag from Bet-
         ter Containers Mfg., Hillside, Ill. The patented Easy-Shopper
         is available in various styles and clips onto shopping carts.

         Graphics can be imprinted on the bag itself with screenprint-
         ing. The handle that clips onto the cart can be branded with
         color laser printing. Five styles include Easy-Shopper,
         Easy-Carrier, Easy-Cooler, Easy-Freezer and Easy-Back
         Pack. All styles clip onto a shopping cart. Custom colors
         in larger quantity orders can be produced, plus stock
         colors are light blue, yellow, dark blue, red, black and

         The bags can also be sold as consumer items, with a
         countertop P-O-P unit to hold the bags. The Easy-Shop-
         per line saves between five to ten paper or plastic bags
         per store visit, says Randy Christie, president. q P-O-P
         Design: May/June 2007

able in price, he says. “I talked to    ly are more expensive, Curtis won-        to stores, for example, there’s fuel
the manager and he said people          ders whether Wal-Mart’s focus on          savings -- and cleaner air.
are coming from all over Denver to      green of a different sort might have         Curtis and Sbarra believe the
shop at that store.”                    provided motivation. “It would            mass merchant is impacting every-
   Spokeswoman Tara Stewart of          typically be something Wal-Mart           one as it did when encouraging the
Wal-Mart did not answer a set of        would do to save money because of         adoption of radio frequency iden-
e-mailed questions in time on the       the volume. If they can save a penny      tification (RFID) technology, albeit
retailer’s inspiration and plans for    here and a penny there, it becomes        in a subtler fashion since Wal-Mart
the future.                             amazing very quickly. It becomes          has not set any hard deadlines for
   “It is a serious effort on Wal-      hard for them to do something a           product goods companies to move
Mart’s part,” Curtis believes. “With    little more expensive because of          in a more environmentally friendly
the negative press they’ve gotten       the frickin’ volume. It becomes a         direction.
lately, anything they can do to show    lot more expensive for them.”                “Once the big dog gets on board,
right-thinking is going to make an         Sbarra agrees that Wal-Mart’s size     everybody else looks exposed,”
impact. But I don’t think they’re do-   puts it in a unique position to test      Curtis says. “They have the most to
ing it for PR reasons.”                 and glean savings from recycled           gain if they do it right.”
   Sbarra, who counts Wal-Mart          materials and other environmen-              “Wal-Mart is encouraging every-
among New Creature’s current cli-       tally friendly initiatives, and it also   one from suppliers to customers to
ents, believes the mass merchant is     provides suppliers the opportunity        assertively move the needle,” Sbarra
“earnestly seeking out ways to be a     to make an impact. New Creature,          says. “Suppliers and suppliers-to-
good corporate citizen” by testing      for example, uses a coast-to-coast        suppliers who demonstrate, with
green buildings, using recycled ma-     network of corrugated manufactur-         each passing quarter, that they are
terials in construction, streamlin-     ing and co-pack facilities.               making a meaningful and measur-
ing shipping routes to reduce fuel         “When we save a little bit here,       able impact are going to be looked
consumption, and using lower-en-        multiplied over the economies-of-         at more favorably.”
ergy-consuming lighting.                scale, it’s significant,” he says. By        Sbarra says a few examples that
   While recycled materials typical-    sitting distribution centers closer       Wal-Mart points to are Procter &
                                                                         Strategies For A Greener In-Store Environment/05
Greener Stores

Raising Consciousness
Gamble’s Cold Water Tide, which                      which means incorporating non-                The company starts with a mini-
consumes less water and less ener-                   virgin content in paper goods, us-         malist philosophy that has resulted
gy to heat water; organically grown                  ing recycled paper for packaging,          in only two new display campaigns
cotton that reduces chemical pol-                    recycled cardboard for displays and        during the last 10 years, one in
lutants; and compact fluorescent                     as little plastic as possible.             1996 and one in 2003, Tribbey
light bulbs.                                            “We’re cognizant as an organic          says. In strategizing, Aveda starts
   Other retailers are taking simi-                  company to be mindful of waste,”           with a list of questions such as: “Do
lar steps. Whole Foods Market last                   says David Neuman, vice president          we really need this? Can we get by
September opened a 2,000-square-                     of marketing and sales for Nature’s        without it? Can we make it as small
foot general merchandise store in                    Path Foods, Richmond, British Co-          as possible? Can we make it out of
Austin, TX, that the grocery chain                   lumbia. When the company cre-              something renewable?,” she says.
says was built with sustainable                      ates a shipper for a new product              Aveda evaluates display materi-
products and includes reused fur-                    introduction, it not only encour-          als based on sustainability, typically
                                                                               ages retail-     opting for recycled plastics, steel,
                                                                               ers to order     glass and renewable agricultural
                                                                               open stock       products like bamboo, corn stalks
                                                                               to refill that   or wheat, Tribbey says. The com-
                                                                               shipper in-      pany also pays attention to indoor
                                                                               stead of or-     air quality when choosing paints,
                                                                               dering an-       adhesives and other solvents, with
                                                                               other unit,      an eye toward eliminating PVCs
                                                                               it also oper-    (polyvinyl chloride) and VOCs
                                                                               ates just-in-    (volatile organic compounds). In
                                                                               time order       building its stores, Aveda looks for
                                                                               fulfillment      energy-efficient lighting, heating
                                                                               to cut down      and cooling systems, she says.
                                                                               on waste.           Lastly, the company ensures its
                                                                                  “We don’t     displays are recycled by not only
                                                                               buy a lot        sticking with the green philosophy
                                                                               of shipper       internally but also through a writ-
                                                                               stock and        ten partnership with vendor AGI
                                                                               then wait        Schutz, Cleveland, to take back the
                                                                               for orders,”     displays, take them apart, and re-
                                                                               Neuman           use the materials.
                                                                               says. “We           Aveda sees cost savings from en-
                                                                               pre-sell         ergy efficiency although not nec-
                                                                               them and         essarily directly from the use of
A corrugated pallet for Wal-Mart’s Faded Glory socks boasts is 100%            then bring       recycled or renewable materials,
recyclable. Side panels explain that the socks are composed of “regenerated    in the stock     she says. “Where you find the cost
cotton” taken from clippings saved during the manufacture of cotton T-shirts.  and build        savings is in taking a minimalist
                                                                               them. We         approach to the use of materials,
niture among its merchandising also use soy-based inks that are                                 using as little as possible,” Tribbey
materials. Spokeswoman Ashley more earth-friendly and less pol-                                 says, adding that other companies
Hawkins declined comment, say- lutant when they’re produced, and                                in the beauty industry are taking
ing the chain does not speak to the put a protective wax coating on the                         similarly ecologically conscious
trade press.                                         base to make it last longer.”              steps.
   For many companies, creating                         Beauty product maker Aveda,                Other companies have not nec-
environmentally gentle P-O-P is New York, which markets through                                 essarily taken conscious steps to
part of their brand integrity. “It’s its own stores and at salons, states                       be greener but due to the reason
something that’s so background as part of its corporate mission                                 cited by Sbarra -- increased use of
noise for me I don’t even think that it will strive for environmental                           recycled materials across the board
about it anymore,” says James Cur- leadership, says Jan Tribbey, vice                           -- end up doing so, anyway. Matrix,
ley of JFC Market Management, president of planning and design.                                 New York, for example, uses a re-
Chicago, a business development “Everything we do, from sourc-                                  cycled-material plant for its corru-
agency for CPGs that emphasize ing ingredients, making products,                                gate displays, says Maureen Turkel,
natural and organic products.                        packaging, to how we build our             senior director of print and promo-
   His clients practice source reduc- stores and make our displays is                           tional purchasing. q
tion as much as possible, he says, guided by that mission.”                                                         P-O-P Times: March 2006

06/Strategies For A Greener In-Store Environment
                                                                                               Greener Stores

Producers Step Up (Part I)

P-O-P Sustainability Report
Environmental measures help reduce cost of
materials, energy and solid waste disposal

F   aced with a growing aware-
    ness of the need to protect the
environment, P-O-P producers are
                                              Although economic incentives
                                        spurred Wal-Mart to action re-
                                        cently, environmental awareness
                                                                                	 •	Is	 effectively	 recovered	 and	
                                                                                utilized in biological and/or in-
placing greater importance than         is hardly new to the in-store mar-      dustrial cradle-to-cradle cycles.
ever before on ecological sustain-      keting industry. Some companies,
ability. This is driven in part be-     in fact, have made sustainability       Leading The Way
cause the world’s largest retailer is   an integral part of their business      One company that adheres to
now encouraging its suppliers to        philosophy for many years.              these principles is Curtis Packag-
reduce waste and is doing every-              A large part of this effort in-   ing of Sandy Hook, CT. “Sustain-
thing possible to cut its own en-       volves use of more recycled and         ability has been a way of life here
ergy consumption. Many of them          recyclable materials, of course,        for as long as I can remember,”
realized the benefits of doing so       but there is more to sustainabil-       says Don Droppo, Jr., vice presi-
years ago and have been working         ity than just recycling. According      dent, sales and marketing. “In
diligently in this direction.           to guidelines posted on its web-        fact, we recently got our Forestry
    According to an article in a        site by the Sustainable Packaging       Stewardship Council (FSC) Certi-
recent issue of Fortune Magazine,       Coalition, an industry working          fication.”
Wal-Mart has discovered that tak-       group, sustainable packaging:               The FSC is a non-profit orga-
ing steps like using less packaging     	 •	Meets	 market	 criteria	 for	       nization devoted to encouraging
and selling recyclable plastic that     performance and cost;                   the responsible management of
it used to throw away benefits not      						•	Is	 sourced,	 manufactured,	    the world’s forests. It sets high
only the environment, but per-          transported, and recycled using         standards that ensure forestry is
haps more importantly, its own          renewable energy;                       practiced in an environmentally
bottom line. By eliminating exces-      	 •	Maximizes	the	use	of	renew-         responsible, socially beneficial
sive packaging on its private label     able or recycled source materials       and economically viable way.
line of toys, for example, the com-     and is manufactured using clean             “We not only deal only with en-
pany was able not only to reduce        production technologies and best        vironmentally responsible paper
its raw material consumption by         practices;                              and board suppliers, but also use
the equivalent of 3,800 trees and       	 •	Is	 made	 from	 materials	          only clean, renewable energy for
one million barrels of oil, but also    healthy in all probable end-of-life     100% of our requirements,” says
save $2.4 million a year in ship-       scenarios and is physically de-         Droppo. “We recently signed an
ping costs.                             signed to optimize materials and        agreement with Community En-

                                                                      Strategies For A Greener In-Store Environment/07
Greener Stores

Producers Step Up (Part I)
ergy Inc. (CEI) to purchase more         headquartered in Wayne, PA.           mentality, but in today’s world of
than 4.5 million kilowatt-hours of       Curtis is one of the first printing   rising energy prices, being green
renewable energy per year for the        and packaging companies in the        also makes economic sense. Over
next three years, most of which          nation to be both FSC certified       the past five years, we have taken
will be produced by wind genera-         and use 100% renewable energy.        a number of steps to conserve nat-
tion. The estimated environmen-              Another company pursuing          ural resources and save energy.”
tal benefit from this purchase is        sustainability through a combi-           The company recycles all un-
equal to offsetting more than 7.1        nation of recycling, energy con-      used steel components, including
million pounds of carbon dioxide         servation and use of renewable        tubing, sheet steel and wire. “In
per year, the impact of which is         energy is United Displaycraft of      fact, like most companies, 80% of
equivalent to planting more than         Des Plaines, IL, a producer of per-   the steel we buy is generated from
480,000 trees or not driving 6.2         manent displays.                      recycled scrap,” says Carrigan.
million miles per year.”                     Rich Carrigan, president, says    “We have also installed a sepa-
    CEI is a developer and mar-          “Not only do our owners and           rate program to recycle all office
keter of wind energy generation          managers have a strong ‘green’        paper, corrugated products, liner

      Green Display, Less Waste
      There’s an alternative to tossing out an entire display when a promotion is
      finished. Costa Mesa, Calif.-based Standard Display Systems’ Optimizer
      display has a reusable, injection-molded plastic base with wheels that
      incorporates branded, corrugated shippers. “We tried to come up with a
      permanent solution to the typical collapsible, foldable shipper display,”
      says Matt Bays, partner.

      The durable plastic frame, which the retailer could own, holds display
      panels that slide into the unit, a header and a shipper, all supplied by the
      CPG. Branded graphics appear on the front and sides of the display, while
      the base can have the retailer’s name on it.

      Bays says by using the Optimizer, brands can cut down corrugated use by
      30% and have the ability of four-color graphics on three sides of the unit.
      The Optimizer base is manufactured from recycled milk cartons and other
      polypropylene packaging materials, reground and reused for the base.
      The graphic panels can also be printed with recycled newsback, making
      the display even more sustainable.

      Retailers can stack the plastic bases when not in use, then pull it out and use it for various
      promotions throughout the year because it can be reused with different shippers and graph-
      ics. A handle and polyurethane wheels let personnel move the display around the store. The
      wheels lock to stabilize the unit so it doesn’t tip over. Bays estimates an Optimizer unit will last
      two years.

      The standardized footprint of the base accommodates various product tray sizes, resulting in
      savings for display production, pack-out labor, shipping (more units per pallet or truck) and
      weight. “Because we’re cutting 30% out of the corrugated, we’re reducing the size of the dis-
      play tray,” says Bay. “We’re getting 20% more capacity per pallet on a shipper program, which
      means we’re going to reduce the amount of trucks and the emissions that are used to transport
      the displays.” q                                                            P-O-P Design: July/August 2007

08/Strategies For A Greener In-Store Environment
                                                                                              Greener Stores

board, pallets, wood components        reduce the waste by-product from       gated cartons rather than discard-
and any plastic packaging that we      our powder coating line,” Carri-       ing them.
have. This process recycles an av-     gan notes. “We have also investi-          Reduced energy consumption
erage of 350 tons of paper while at    gated the possibility of installing    is also an important part of Har-
the same time generating $9,000        a green roof on the facility to save   bor’s environmental philosophy.
in revenue. In addition, we have       cooling & heating costs, recycle       “We have replaced all our metal
reduced the amount of these ma-        rain water and absorb carbon di-       halide lamps with fluorescent
terials that would normally be         oxide (greenhouse gas) from the        lighting,” Johnson notes. “This
placed in landfills.”                  air.”                                  has reduced our energy consump-
     Water is another natural re-           The company is also investi-      tion by 49.7%. We are now launch-
source that can be recycled. “We       gating the possibility of install-     ing a major effort to do Life Cycle
installed a water recycling pro-       ing photovoltaic cells on the roof     Analysis on all of the products we
gram to cool our equipment, Car-       for solar energy production. “The      manufacture and plan to have this
rigan notes. “Previously, all ma-      cost of technology is dropping         in place by the end of 2006.”
chines were cooled using regular       at the same time that the cost of          But Harbor’s commitment to
tap water, but since installing the    electricity is rising,” says Carrig-   sustainability doesn’t end at the
new chiller systems in 2003, we        an. “If the two intersect and allow    plant’s boundaries. “We are look-
are saving 800,000 cubic feet of       for a 3-year return on investment,     ing into ways to educate our em-
water annually.”                       we will move ahead with this con-      ployees and their families to not
     “Beginning in 2001, we be-        cept.”                                 only recycle at work but, to take
gan a focused campaign to reduce                                              that knowledge into the home as
our electricity consumption,” he       Corporate Commitment                   well,” says Johnson.
notes. “In storage areas of our        Harbor Industries, Grand Haven,            Commercial printer Pictorial
packing facility and warehouse,        MI, a producer of permanent and        Offset Corp. of Carlstadt, NJ, has
we rerouted circuits allowing us       semi-permanent displays, is not        also made sustainability part of
to turn off 60% of the lights there.   only committed to sustainability,      its corporate philosophy for over
In our main production areas, we       but has made it a part of its corpo-   25 years. The company earned
reduced our lighting by 20%. We        rate philosophy. “We have a slo-       dual quality and environmental
installed motion sensors in all        gan that states ‘One Planet, One       compliance accreditations (ISO
offices and many other common          Choice, and One Goal.’ By part-        9002 in 1994 and ISO 14001 in
areas. We purchased new high-          nering with our employees, com-        1996) and is FSC and Sustainable
efficiency compressors that also       munities, suppliers and custom-        Forestry Initiative (SFI) chain-
have variable speed drives. These      ers, our goal is to eliminate waste    of-custody certified, according to
steps together reduced our con-        and reduce our carbon footprint        Mac Byrd, director of marketing.
sumption of electricity by 370,000     on this planet,” says Bob Johnson,         Byrd says the company was
kilowatt-hours per year.”              senior design manager.                 one of the first commercial print-
     Beginning in 2003, the compa-         The company has taken a            ers to offer FSC-certified paper as
ny launched a focused campaign         number of concrete steps aimed         house stock from three different
to reduce its consumption of nat-      at achieving this goal. “We have       manufacturers -- Domtar, Mo-
ural gas. “Primarily we studied        replaced several stock colors of       hawk and Neenah.
all thermostat settings around the     PVC edge banding with polysty-             “We have installed motion de-
facility, matching consumption         rene and continue to research          tectors and energy efficient equip-
with demand but also using time        materials that not only have a         ment throughout the facility,”
schedules where appropriate,”          lesser environmental impact but        Byrd continues. “We also recycle
Carrigan explains.                     also reduce the overall cost of our    just about everything imaginable,
     “In addition, we just complet-    displays,” says Johnson. “We have      including ink, solvents, water,
ed a process aimed at reducing         begun recycling material such as       waste paper and shipping pallets.
consumption of gas on our powder       vinyl, stretch film, thermoplas-       As a result, we have reduced our
coating line. That study resulted      tics, steel and aluminum. By do-       energy consumption by 10% over
in a 12% reduction in natural gas      ing so, we have redirected some        the past four years, our waste gen-
on the line. Overall, these efforts    36 tons of scrap from landfills        eration by 30% over the past three
have saved 40,000 therms a year.”      to recycling centers over just the     years and our water consumption
     The company is also studying      past six months.”                      by 75% since 1995.”
use of renewable energy sources.           Harbor also requires vendors           Professional associations are
“We are investigating the use of       working on large projects that re-     also doing their part to encourage
bioremediation products which          quire continual shipments of the       sustainability. “Corrugated is one
would further reduce our gas us-       same material to its manufactur-       of the best examples of sustain-
age in our wash tanks and also         ing facility to reuse their corru-     ability that I can think of,” says

                                                                     Strategies For A Greener In-Store Environment/09
Greener Stores

Producers Step Up (Part I)
Dwight Schmidt, president of the         our entire organization. As part of   Vanessa McBain, director of busi-
Fibre Box Association. “Almost all       our commitment, we have begun         ness development.
of it is recycled. Over 70% of the       to integrate design savings cal-          “We recognized that our larg-
recovery stream is corrugated and        culations into our process tech-      est customers were shipping more
our members have worked to real-         niques.”                              than 3,500 displays to Wal-Mart
ize source reduction of 19% over                                               distribution centers in single
the past ten years.”                     New and Improved Products             stacks, utilizing the equivalent
     One of the larger producers of      One result of the increased em-       of 146 trucks,” McBain explains.
corrugated packaging and display         phasis on sustainability has been     “By cutting the number of trucks
products is Menasha Packaging,           a host of new and improved prod-      required by half, we have real-
Neenah, WI. Menasha is a mem-            ucts and services that are more       ized a significant reduction in fuel
ber of Wal-Mart’s Supplier Value         environmentally friendly than         consumption and pollutants emit-
Network in P-O-P, package devel-         their predecessors. New Creature,     ted, as well as driver hours, tire
opment and graphic printing. The         Bentonville, AR, for example, re-     and equipment maintenance and
Network is a group of sustainable        cently introduced the New Crea-       transportation expenses.”
suppliers chosen by Wal-Mart to          ture “Smart Stak,” that allows for        New Creature, which produc-
participate in the initial launch of     safe double stacking of Wal-Mart      es unit packaging as well as per-
its sustainability effort by provid-     action-alley displays during tran-    manent displays and fixtures, has
ing research, support, innovation        sit, reducing the number of trucks    also made a conscious effort to
and input.                               required by half.                     use more environmentally friend-
     “As a participant in the envi-           New Creature not only serves     ly materials. “Our structural sup-
ronmental sustainability initia-         Wal-Mart directly, but also sup-      port corner posts now contain
tive, we feel it is our responsibility   plies P-O-P services to consumer      60% recycled material and are
to be a positive influence on P-O-P      products companies such as John-      themselves 100% recyclable,” says
and packaging waste during de-           son & Johnson and private label       McBain.
sign and production of the prod-         suppliers that service Wal-Mart           “We are also in the prelimi-
ucts we provide,” says Kerry Bai-        and Sam’s Club. “We approached        nary stages of identifying which
ley, Menasha’s director of retail.       the business sustainability initia-   clam shell applications can be
     “We have seen dramatic inter-       tive by identifying a place along     converted from PET to Polylactic
est in sustainability efforts and        the supply chain where we could       Acid (PLA), a polymer derived
have integrated them throughout          make a significant impact,” says      from annually renewable re-

      Resins for Shrink Film
      Embrace resins for shrink film use less material, reduce waste and increase on-shelf impact.
      They are compatible with existing recycling infrastructure, have a lowering shrink force that
      enables thinner-walled primary packaging designs with reduced material consumption, and
      eliminate the need for secondary packaging by providing a 360˚ billboard to tell the prod-
      uct story. Embrace HY reduces material consumption by delivering over 20% more film per
      pound, intrinsically blocking UV light, and extending shelf life. Embrace LV, meanwhile,
      further reduces material consumption by being more tolerant to down-gauging, requiring
      up to 20% less material per label.

10/Strategies For A Greener In-Store Environment
                                                                                                  Greener Stores

sources such as corn, that can be       tant when plastics are subjected       Very few recycled materials can
molded, vacuum formed, blown            to elevated temperatures during        meet this strict definition. In fact,
or extruded to yield products           molding or extrusion.”                 most recycling is actually down-
typically made from conventional            GEI certification procedures       cycling, as materials are reused in
petroleum based plastics.”              are the gold standard in indoor air    less valuable applications in each
    Smurfit-Stone, Chicago, has         safety, employing methods that         cycle.
also introduced a number of             easily translate from the lab into         One exception is a line of re-
more environmentally friendly           real-world scenarios.                  cycled and biodegradable plastics
products. “Enviroshell is a pat-            The GEI testing method is          produced by Keller Products, a
ent-pending corrugated clam-            performed by placing test materi-      manufacturer of extruded profiles
shell replacement for traditional       als inside a special environmental     based in Manchester, NH. The
two-piece PVC blisters,” says           chamber that measures the chem-        company uses a proprietary pro-
Chris Norman, regional display          ical and particulate emissions of      cess to produce either ABS-like re-
manager. “It enables customers          products in an enclosed indoor         cycled plastics with specifications
to replace PVC clamshells with a        area. Purified air enters the cham-    superior to those of virgin mate-
combination of corrugated and re-       ber, interacts with the product        rial or plastics that decompose
cyclable PET.”                          and is measured for pollutants as      completely after use.
    Smurfit-Stone’s Recyclacor is a     it exits the chamber. By measur-           EcoDuro, Grand Rapids, MI,
replacement for wax impregnated         ing the air as it exits the chamber,   created a pallet which is fully re-
media used by the produce indus-        GEI can determine the level of         cyclable and manufactured with
try. Smart Karton, is a shipping        chemical emission.                     more than 50% recycled products.
carton that offers product protec-          “The chemical makeup of a          The rail system combines with a
tion without the use of void fillers    plastic again becomes important        honeycombed top deck for a light-
such as Styrofoam peanuts.              when it finally reaches the end        weight yet durable pallet. The
    Curtis              Packaging’s
CurtCHROME simulates the look
of hot foil stamping at a fraction of
the cost.
    “One of the problems with hot
foil stamping or foil laminations
is that the material cannot be re-
cycled,” says Curtis Packaging’s
Droppo. “Since CurtCHROME
is created by a printing process
using environmentally friendly
inks, it is 100% recyclable.”                                                  EcoDuro’s patented pallets are both recyclable
                                                                               and manufactured with more than 50%
    Suppliers Are Responding                                                   recycled products.
Material suppliers have recog-
nized the opportunities presented       of its useful life and begins to       sides can be printed with logos
by stronger environmental de-           biodegrade in a landfill,” Jackson     and colors, making the rail part of
mands and are responding ac-            continues. “Spectar copolyester        the display. The pallets are com-
cordingly. Eastman Chemical of          biodegrades to water and carbon        pliant with EU regulations, and
Kingsport, TN, recently achieved        dioxide.”                              they can be shredded in existing
Greenguard certification for its            According to the Sustainable       waste-handling systems.
Spectar copolyester resins, which       Packaging Coalition’s website, to          Developments such as those
are used in permanent and semi-         be considered sustainable, ma-         described in this article make it
permanent displays.                     terials must be same-cycled into       clear that the P-O-P industry can
    Carl Jackson, field market de-      a product of equal value or up-        indeed achieve the environmental
velopment manager, heavy gauge          cycled into a product of higher        meaning of “green” without sacri-
sheet, says “Products made with         value, while the process has no        ficing its monetary connotation.
Spectar copolyester resin are in        impact on the environment or ac-       q
compliance with the stringent           tually improves it.
chemical emission guidelines set            Sustainability is often associ-
forth by the Greenguard Environ-        ated with recycling or recycled
mental Institute (GEI), allowing        material. Traditional recycling
people to breathe easier when us-       usually results in some form of
ing these materials in an indoor        degradation to the environment
space. This is especially impor-        or the materials being recycled.                  P-O-P Design: November/December 2006

                                                                      Strategies For A Greener In-Store Environment/11
Greener Stores


Sustainable Brands Aim
for Authenticity
Eco-companies say authenticity at all touchpoints
speaks to eco-friendly consumers

N     o matter what you call them
      -- eco-friendly shoppers,
LOHAS (Lifestyle of Health and
                                          ity factor,” says Craig Neuman,
                                          vice president/creative director of
                                          design at Kansas City, MO-based
Sustainability) consumers or cul-         Barkley. “They are demanding
tural creatives -- they are a power-      that companies use their power
                                                                                Teko, Boulder, Colo., detailed the eco-message
ful group. The approximately 50           for good, and eco-friendly opera-     of its corn-based socks and company history
million U.S. consumers who make           tions and products are at the top     on this floorstand. Ryan Scott Inc., Greensboro,
purchasing decisions based on             of that list.”                        N.C., produced 10 units using some sustain-
                                                                                able materials.
environmental concerns and cor-
porate social responsibility spend        The Truth Speaks
more than $200 billion each year,         “’Get Real’ is the macro trend        contribute X amount of dollars to
according to The Natural Market-          here,” says Mandy Levenberg,          X.’ Vague percentages won’t work,
ing Institute (NMI), Harleysville,        senior director, consumer strate-     she says. “Shoppers want to know
PA. The institute expects contin-         gist at Iconoculture, Minneapolis,    the exact impact. Transparency is
ued growth of this demographic            a consumer insights company.          a huge issue.”
and of eco-friendly products.             “Consumers are saying, ‘Give me           At organic clothing company
    So how do brands with social-         the truth. Be honest.’ Consumers      Under the Canopy, Boca Raton,
ly conscious products play this up        want to know about efforts even       FL, all labeling and hangtags are
in-store? Slapping an “organic” la-       if a company has to acknowledge       made of post-consumer recycled
bel on a display won’t do it, agency      they aren’t all the way there yet.    paper and printed with soy-based
executives and marketers say.             If you’re actually doing something    inks. “It says on our packaging
    This demographic wants au-            and you can walk the talk, then       that it is recycled,” says Marci
thenticity and transparency. Suc-         say that in all of your marketing     Zaroff, founder/president. “You
cessful eco-friendly companies            and on all of your packaging.”        have to call it out for constant re-
convey those traits not only in               NMI reports that 68% of LO-       inforcement and so that consum-
their products and services, but          HAS consumers say “knowing a          ers can trust you.”
in packaging, displays and every          company is mindful of its impact          Blaine, MN-based Aveda is also
touchpoint with the consumer. If          makes them more likely to buy its     clear about labeling the recycled
being eco-friendly is just a new          products and services.” As these      content of its packaging and the
promotion and not really at the           consumers are big label readers,      organic content of its products.
root of a company’s mission, con-         Levenberg says put your story on      “We don’t make claims that aren’t
sumers will see that they’re trying       your packaging and be specific        real. We have strict standards
to be “greenwashed.”                      with the impact your product is       for organic ingredients,” says Jan
    “Consumers are acutely aware          making, with such copy lines as,      Tribbey, vice president, interior
of a company’s social responsibil-        ‘When you make this purchase we       design and visual merchandising.

12/Strategies For A Greener In-Store Environment
                                                                                             Greener Stores

     While copy on a package can       Sustainable Displays                  use imagery featuring people who
convey a company’s values and          Not only does packaging and mes-      are part of our consumer base --
story, the type of packaging it-       saging need to live up to the com-    from work situations to playing in
self is also key when marketing        pany’s values, but consumers are      the outdoors.”
eco-friendly products. Portland,       probably paying attention to your          “When people get intimidated
OR-based Keen, maker of hybrid         P-O-P materials as well. “It would    by messaging, they tend to tune
performance footwear and other         be a disconnect if the display and    us out and it turns them off,” says
products, recently debuted a 100%      product packaging didn’t match --     Under the Canopy’s Zaroff. “We
hybrid box as part of the brand’s      if one was recyclable but not the     like to use clear, clean, consistent
new “Hybrid.Think” initiative.         other,” Levenberg says. “If you are   images that have a lot of impact.
Made of biodegradable materials,       going to claim it, claim it every-    We use a lot of white space; im-
the box weighs 25% less than the       where.”                               ages that are more Zen-like; and
old box, reducing labor, power             To make consumers more            modern versions of earthy colors
and fuel in shipping.                  aware of its efforts, Aveda has be-   such as kiwi, sage and bamboo.
     Trish Karter, CEO/president of    gun including copy on displays to     It’s not crunchy at all. It’s hip, not
Boston-based Dancing Deer Bak-         call out the sustainable materials    hippie.”
ing Co., agrees packaging should       used in its P-O-P. Tribbey says            Dancing Deer has also stuck
be as honest and sustainable as        consumer response has been pos-       to a palette of earthy colors. “Art-
possible. “We put six ounces of        itive, with shoppers even asking      work on displays has called out
cookies in a much smaller pack-        how they can use the same mate-       all-natural and fun words. We like
age than the industry standard.        rials in their homes.                 to keep it clever, whimsical and
It’s less waste and more honest,”          “In one Chicago store, there      childish,” Karter adds. “For col-
she says. “We all know when you        are a number of cabinet fronts        ors, we relate to things that grow
shake a box of cereal it’s half emp-   manufactured by a tribe in Pa-        in nature -- not neon.”
ty and only larger for more mes-       tagonia displayed,” says Tribbey.          A consistent message -- no
saging. Also, on our packaging,        “We have the panels in the store      matter the retail channel -- is
the cookies shown are the actual       and refer customers where to buy.     recommended by marketers. “We
cookies.”                              You will see more of connecting       would never have different mes-
     That being said, the packaging    consumers with the providers.”        saging based on different outlets,”
still has to compete in the mar-           P-O-P has to pop, and positiv-    Karter says. “I think we should
ketplace. “For a while, we printed     ity works best to convey an eco-      be who we are and be consistent
on kraft paper and board; it was       friendly message. “Our goal is to     about us.”
very crunchy granola and earthy,”      create a dialogue with our con-            Barkley’s Neuman agrees:
Karter says. “It didn’t hold up in a   sumers, inspire and connect them      “You want to project the same feel
competitive marketplace because        with each other and our brand,”       no matter what the environment.
it didn’t stand out enough.” Now,      says Erika Bruhn, marketing           It just may have a higher success
while still using recycled materi-     manager at Keen. “To do so, we        rate in a store concept like Whole
als and soy inks, Dancing Deer         use inspiring copy and imagery        Foods.” q
adds more brightness to the pack-      combined with vibrant colors. We                            P-O-P Times: May 2007

                                       “It says on our packaging that it is
                                       recycled ... You have to call it out for
                                       constant reinforcement and so that
                                       consumers can trust you.”
                                                                                          Marci Zaroff
                                                                                     Under the Canopy

                                                                    Strategies For A Greener In-Store Environment/13
the magic
Embrace the visibility, sustainability, and profitability.
Greener Stores

Sustainable Selling Environments

P-O-P Design and
Ecodesign Trends
Ecodesign expert Steve Belletire on the how in-store
marketing and sustainable planning mesh.

W        hat’s the role of design in
         P-O-P development and its
relationship to trends in sustain-
                                         role is still pivotal – and this both
                                         the challenge and opportunity for
                                         good P-O-P design.
                                                                                 goals are simple: create an acces-
                                                                                 sible, easy to understand, self-
                                                                                 sales environment that entices
able business planning and eco-                                                  target customers to act on a retail
design? To answer that question,         Challenges and                          sales proposition. A primary CPG
I visited big-box retailers, read        Opportunities                           company design challenge is that
up on industry trends, and spoke         P-O-P design is a multi-faceted         P-O-P space optimizes its retail
with designers currently engaged         specialization. Yet the business        partner’s cubic foot sales, without
in creating custom P-O-P displays.
My findings reflect what most in
the industry already know: retail-
ers are driving recent changes in
how CPG marketers engage P-O-P
producers. Not surprisingly, cost
and speed to market is at the top
of the industry's wish list, with
design nice to have but not nearly
as important.
    The evolution of these priori-
ties reflects the realities of today’s
retailer. They require CPG com-
panies to provide products with
price points tailored to target
customer expectations and profit
margins that fit their business
plan. And it’s no secret that many
retailers and CPG companies are
experiencing thinning margins in
the face of competitive retail busi-
ness trends. But it is also clear
that P-O-P effectiveness often de-
termines if CPG companies, their
retail partners, the custom P-O-P
producers, and target customers
realize the benefits. So design’s

16/Strategies For A Greener In-Store Environment
                                                                                               Greener Stores

the use of store personnel. Retail      that containing upfront cost is        conform to a growing consumer
customers now expect a focused          therefore an important criterion.      awareness about our environment
and affordable value/benefit sales          Yet even with all of these con-    that translates into expectations
presentation, and P-O-P produc-         siderations, good design prin-         about how retailers should con-
ers must provide CPG partners           ciples still apply to any P-O-P        duct business.
with designs that integrate appro-      project. And using them appro-              Design’s role for these activities
priate levels of creativity, quality,   priately can result in optimizing      has been primarily in architecture
economy, and speed to market.           the retail sales objectives. Design    and space planning. But packag-
     These goals require designers      principles in turn are also directly   ing designers and suppliers are
to integrate available consumer         tied to sustainability planning        also helping to meet these chal-
research, brand attributes, retail      and ecodesign practices. Before        lenges. And this area has a direct
space requirements, cost effec-         examining these principles,, it        connection to the P-O-P industry.
tive materials and processes, plus      is appropriate to review evolving      Within the product design arena
creativity and speed to market. In      ecodesign trends within business       things are also changing. As re-
short, the design team becomes          and the overall design profession.     tailers and manufacturers address
the driver for all stakeholders. To                                            operational impact reductions,
accomplish this delicate balance        Trends in Sustainable                  they are beginning to focus atten-
the design team needs solid back-       Design                                 tion on their product lines. In ad-
ground information, clearly stated      Retailers are now addressing a         dition to the phrase life cycle, the
goals and objectives, and have          variety of ‘sustainability’ issues.    term ‘Life Cycle Analysis’ and its
clear lines of communication and        From Wal-Mart to Target to Home        abbreviation, LCA, is now enter-
feedback throughout the entire          Depot, many companies have ini-        ing the vernacular of more and
life cycle of any P-O-P program.        tiatives in place aimed at reduc-      more business and product plan-
                                        ing the environmental impacts of       ners.
Optimizing the Design                   their total operations, including           LCA is an environmental sci-
Team’s Role                             the development of new stores          ence methodology that results in
Prioritization helps keep the cre-      that integrate environmental im-       the quantitative assessment of
ative process focused on the spe-       pact reductions by design. These       the total environmental impacts
cific marketing, sales, and cost        retailers are now requiring suppli-    that a product or system produces
objectives. When basics will do,        ers to reduce or eliminate packag-     throughout its entire life cycle.
there is no need to add ‘visual         ing waste; reduce product weight;      This starts with the extraction
glitz’ and attendant cost. But when     lower energy consumption via a         of raw materials and continues
brand attributes and product ben-       variety of practices; and eliminate    through to the end of its useful
efits are key drivers, the addition     potentially hazardous or harm-         life. Many corporations now ana-
of 2D or 3D design elements that        ful materials from their supply        lyze the operations side of their
enhance these criteria should be        chain-above and beyond what is         business using LCA techniques.
considered, even if they result in      required by law. The drivers for       But more companies are begin-
some incremental cost. With that        these trends are two-fold. First       ning to apply LCA methodology
stated, I realize that measuring        these initiatives reduce operat-       to their product development pro-
the financial performance of a P-       ing costs and generate additional      cess. This enables companies to
O-P program can be difficult and        revenue. Second, these practices       determine where the major envi-

                                        Steve Belletire, IDSA, is an Associate Professor of
                                        Industrial Design at Southern Illinois University Carbondale.
                                        His business and academic career spans thirty seven years and
                                        includes product, tradeshow, packaging, and custom P-O-P de-
                                        sign for consumer markets. As an educator his research focus
                                        is ecodesign. He is one of three co-creators of Okala, a col-
                                        lege level ecodesign course being used in design curriculums
                                        internationally. Steve also conducts ecodesign workshops with
                                        corporate and consulting design teams.

                                                                      Strategies For A Greener In-Store Environment/17
Greener Stores

Sustainable Selling Environments
ronmental impacts are occurring          ufacturing operations, ecodesign      Ecodesign Methods
throughout a product's life cycle.       strategies based on a full LCA can    and Education
With this data CPG companies             help find ways to reduce costs, in-   A variety of practical ecodesign re-
can develop new products that re-        crease revenues, and differentiate    sources have been developed. For
duce or eliminate certain impacts.       a product brand, in addition to re-   major corporations, one tool is the
And like an LCA of retail or man-        ducing impacts.

      PDQ Design Reduces Waste
      A patent-pending PDQ recently introduced by Winston-Salem, N.C.–based Alliance, a division
      of Rock-Tenn Co., is designed to minimize both the amount of board required and the number
      of components per display. Because of its unique design, the
      Max PDQ is more environmentally friendly than a conventional
      PDQ, generating less solid waste that must be disposed of or

      “The Max PDQ is constructed with fewer components because
      the dividers are cut out of the back rather than added separately,”
      explains Jim Einstein, Alliance executive vice president and gen-
      eral manager. “With fewer components, assembly is faster and
      easier and component inventory control is greatly simplified.”

      The Max PDQ also features a thin profile with a unique fold-out
      wing design along its bottom edge. The wings are folded in as
      the PDQ is filled and shipped, allowing more to be stacked on
      each pallet without exceeding maximum height requirements.
      “This, in turn, allows more to be shipped per truckload, minimizing the number of shipments
      per order,” says Einstein. “At the store, the wings are folded out, allowing the PDQ to fill the
      footprint allotted to it.”

      The Max PDQ is mechanically glued during manufacturing, eliminating the need for hand
      assembly. “This dramatically increases the efficiency of the filling line because only product
      needs to be inserted into the PDQ,” says Einstein. “Dividers do not need to be inserted be-
      cause they have already been cut out before the PDQ is filled. This also allows plenty of space
      available for compelling graphics.”

      With its wings folded in, the Max PDQ is flat. When they are folded out, it tapers toward the
      top. “Gravity feed prevents shoplifters from sweeping product from the display,” Einstein
      notes. “We also offer an optional feature that allows the entire PDQ to be securely locked to
      the shelf for added security.”

      Savings vary on a case by case basis, depending on the size, weight and durability of the prod-
      uct being displayed, but those designed to display Claritin decongestant, Curad bandages and
      Lady Speed Stick deodorant are typical. “In each case, the number of components required
      was reduced from 24 to 4,” says Einstein. “This reduced the amount of board required from
      37.4 to 16.3 square feet per PDQ, representing a 129% improvement in material efficiency.”

      The thinner profile of the Max PDQ with its wings folded in also permitted stacking 36 instead
      of 20 PDQs per pallet. “This allowed us to ship 2,016 Max PDQs per truckload versus only
      1,120 conventional PDQs, representing an 80% improvement in freight, handling and ware-
      house efficiency.” q                                              P-O-P Design: January/February 2007

18/Strategies For A Greener In-Store Environment
                                                                                                     Greener Stores

ISO (International Standards Or-       within their curriculums. Ecode-                minimal maintenance, experience
ganization) 14000 standards. This      sign as a topic in design education             limited breakage, and may be reused
                                                                                       where applicable.
is a series of voluntary standards     is a direct result of students, edu-
                                                                                       Ecodesign benefit: Longer service life
that range from the environmen-        cators, and design professionals                reduces virgin material replacement.
tal assessment of manufacturing        seeing broader trends develop. In
operations to the development of       addition to design playing a more            4: Design in flexibility and/or modular-
lower impact products, as outlined     strategic role in business plan-                ity for display components.
in the ISO 14040 standard. This        ning and brand differentiation,                 P-O-P benefits: Affords CPG compa-
                                                                                       nies and retail partners’ options when
is a demanding standard, requir-       designers are now being asked to
                                                                                       planning promotions or additional
ing the use of full LCA analysis,      support the needs of more compa-                product introductions.
supported by specialists capable       nies striving to achieve a balance              Ecodesign benefit: Longer service life
of using LCA software such as          of serving society, improving the               reduces virgin material replacement.
SimaPro®. This level of analy-         environment, and achieving profit
sis expertise is typically beyond      goals. This is often refereed to as              On reading this list some
the training of most design team       the “triple bottom line” approach.           P-O-P designers may realize they
members.                                   Design is directly connected             are already using some ecodesign
    An easier tool for designers       to these goals – especially since            strategies. But strategies can go
to adapt is the LCA methodology        research shows that the majority             beyond the basic design practices
presented in Okala, a college level    of the environmental impacts that            used for conventional P-O-P needs.
ecodesign course for industrial de-    occur during the life cycle of a             Ecodesign strategies should inte-
signers. I teamed with colleagues      product are ‘locked in’ during the           grate the full creative and strate-
Philip White and Louise St. Pierre     initial design phases. This is the           gic thinking skills of the design
to create this course. Its develop-    precise time when designers have             team. The following chart dem-
ment was supported in part with        their largest role and greatest in-          onstrates the myriad of ecodesign
funding from Whirlpool, East-          fluence.                                     possibilities. I recommend design
man, and the U.S. Environmental                                                     teams review this chart during
Protection Agency, in partnership      Ecodesign Strategies for the                 their first meeting for a proposed
with the Industrial Designers So-      P-O-P Industry                               P-O-P project. Then using the
ciety of America (IDSA). Embod-        What's the role for ecodesign                CPG company and retail partner
ied in this course is how to use a     within the P-O-P industry? Again,            prioritized needs, generate some
‘single figure’ LCA method based       good design and ecodesign prin-              innovative ecodesign strategies
on the protocol and environmental      ciples are complimentary. Suc-               that have the potential to radically
science of full LCA methodology.       cessful P-O-P strategies based               reduce the environmental impacts
    It’s vital that the quantitative   on ecodesign principles should               of the P-O-P properties through-
measurement of environmental           always start with considering the            out their life cycle.
impacts occur during an ecode-         entire life cycle of the properties              Ultimately any ecodesign
sign process. The methodology          being developed. But let’s begin             strategy needs to be grounded in
in Okala provides designers with       with some current P-O-P design               business reality. All stakeholders
a comprehensive list of environ-       practices and their benefits, fol-           must realize benefits. And all P-
mental impact factor numbers for       lowed by complementing eco-de-               O-P opportunities will not neces-
materials and processes, along         sign benefits.                               sarily lend themselves to ecode-
with various forms of energy use                                                    sign approaches. Custom P-O-P
and transportation options. The        1: Use less material whenever possible       producers should discuss with
methodology for measuring the             for display and shipping compo-           CPG clients and retail partners
impacts of a product or system is         P-O-P benefits: saves material cost and
                                                                                    the role that sustainable planning
also presented via step by step in-       reduces shipping weight.                  and ecodesign strategies can play
structions, demonstrated through          Ecodesign benefit: reduces the use of     in the development of a given P-
examples. (P-O-P designers inter-         virgin materials and reduces ship-        O-P program. Explore design
ested in obtaining a copy of the          ping energy.                              concepts that meet objectives,
2007 Okala Design Guide can go                                                      yet have a measurable ecodesign
                                       2: Use fewer types or the same type of
to:          materials for most components.
                                                                                    advantage. By embracing this ap-
webfor m s /ok al a _ order_ for m.       P-O-P benefits: Simplifies component      proach, all stakeholders have the
html .)                                   construction and assembly time.           opportunity to create a P-O-P pro-
    We created this course to as-         Ecodesign benefit: Allows for easier      gram that achieves the triple bot-
sist design educators throughout          disassembly and material recycling.       tom line of success. q
North America as they consider
                                       3: Where needed, specify materials that
the role sustainable product plan-        ensure long service life.
ning and ecodesign might have             P-O-P benefits: Properties will require

                                                                          Strategies For A Greener In-Store Environment/19
Greener Stores
Sustainability Metrics

Wal-Mart’s Packaging
Scorecard: How Will
You Rate?
A firm grasp how these metrics are calculated
will be a business essential in years ahead

                                                                               Susan Graff is a principal at ERS,
                                                                               an Atlanta-based firm that advises cor-
                                                                               porate clients on holistic sustainability

O      n Feb. 1, Wal-Mart Stores
       Inc., Bentonville, AR, of-
ficially unveiled its much-talked-
                                         the company worked with suppli-
                                         ers to cut back on packaging for
                                         its private-label Kid Connection
                                                                               who has been participating on
                                                                               the value network for a year, says,
                                                                               “They’ve been trying to get a con-
about Packaging Scorecard, set-          toy line. Streamlining packag-        sensus around how the scorecard
ting in motion a program that will       ing on fewer than 300 toys over       weighting should be applied and
continue through 2013. The an-           a period of one year, according to    the different underlying calcula-
nouncement publicized the score-         Wal-Mart, saved 3,425 tons of cor-    tions for the scorecard.”
card’s series of criteria for evaluat-   rugated materials, 1,358 barrels of       The decided calculations, ac-
ing the sustainability of product        oil, 5,190 trees, 727 shipping con-   cording to a Wal-Mart statement
packaging from Wal-Mart and              tainers and $3.5 million in trans-    are as follows: 15% will be based
Sam’s Club suppliers.                    portation costs. Essentially, the     on “GHG/CO2 per ton of produc-
     Starting in 2008, Wal-Mart          scorecard will build
will use the scorecard to evaluate       on those lessons, ex-
and rate its 60,000 Wal-Mart and         tending the waste-
Sam’s Club worldwide suppliers in        cutting strategy to
the hope to reduce greenhouse gas        Wal-Mart’s more than
emissions, landfill waste and a lot      160,000       products
of supply chain costs.                   worldwide.
     Wal-Mart alone expects to save
$3.4 billion, if it reaches its goal     The Scorecard
of a 5% reduction in packaging           Wal-Mart      worked
by 2013, and could drive nearly          with a team of pack-
$11 billion in savings in the global     aging materials sup-
packaging industry over the five-        pliers, called the
year period, according to Matt Kis-      Packaging Sustain-
tler, vice president of products and     able Value Network,
packaging innovation at Wal-Mart,        to identify the score-
in a transcript from a media call        card’s criteria and
following the September 2006 an-         metrics.
nouncement of this commitment                Andy Johnson,
at the Clinton Global Initiative in      director of business
New York. Wal-Mart declined a            development       and
formal interview.                        marketing at Graphic
     Wal-Mart began to form this         Packaging Interna-
packaging vision last year, when         tional, Marietta, GA,

20/Strategies For A Greener In-Store Environment
                                                                                              Greener Stores

tion;” 15% will be based on “mate-     product, says Johnson. “There are      will identify ways to reduce the
rial value;” 15% will be based on      many packages in the marketplace       distance of shipments or increase
“product/package ratio;” 15% will      that have a lot of headspace, so       the amount of materials shipped
be based on “cube utilization;”        there are opportunities to down-       after they have entered data in the
10% will be based on “transporta-      size the package itself.” He lists     scorecard,” says Johnson.
tion;” 10% will be based on “re-       Velveeta cheese as an example of           And other solutions will con-
cycled content;” 10% will be based     the ideal 1:1 product to package       tribute as well, he points out
on “recovery value;” 5% will be        ratio, with the foil wrap resting      -- smaller and more effectively
based on “renewable energy;” 5%        right next to the product.             shaped packages will fit better in
will be based on “innovation.”             Next, three criteria score a       trucks, shrinking fuel costs. Incor-
     To elaborate on those numbers,    10% count of the supplier’s rat-       porating recyclable materials into
first look at the 15% delegations      ing (transportation, recycled con-     packaging is another great step,
(greenhouse gas emissions per          tent and recovery value). To slash     but recovery value -- the actual
ton of production, material value,     transportation, which will be          rate of recovery, due to in-place
product to packaging ratio and         based on the number of miles trav-     networks for repurposing and re-
cube utilization). Companies can       eled, companies should look to         cycling, for each material that can
take steps to address several of the   alternative routes. “The scorecard     be reused -- is a crucial second part
scorecard criteria by right-sizing     provides insight to your distribu-     of the materials equation. Graphic
packaging so that it better fits the   tion model. I think companies          Packaging understands the rate of

      Site Covers Eco-News
      Most P-O-P producers, along with the rest of the retail industry, are making conscious ef-
      forts to reduce energy consumption, material cost and waste generation in an ongoing drive
      for environmental sustainability., an online resource with newsletters and newsfeeds, helps them find
      out what others in their own and other industries are doing in this regard. A recent issue,
      for example, announced in its regular news section that Wal-Mart has launched a major
      project to provide solar power to as many as 340 of
      its stores. The company said it will purchase solar
      power from three providers — BP Solar, SunEdison
      and PowerLight — for 22 stores and a distribution
      center in California and Hawaii.

      Run your mouse over the Hot Topics bar at the top
      of the page, and you get a choice of subjects ranging from general topics like best practices
      and climate change to specific areas such as green design, green marketing and even green
      printing. Click on any of these topics, and you get a list of related organizations, web-
      sites, tools, resources and news relating specifically to that topic. A single click on “Green
      Printing”, for example, revealed a wealth of information on that subject. The page lists
      nine different organizations from international groups like the Alliance for Environmental
      Technology and the Waterless Printing Association to regional organizations such as the
      Environmental Leadership Pilot Program for Printers, which helps small print shops in the
      U.S. Great Lakes region improve environmental performance.

      It also lists four websites, including the Printers’ National Environmental Assistance Center,
      a plethora of environmental compliance and pollution prevention information for printers,
      publishers and packagers. q                                             P-O-P Design: July/August 2007

                                                                     Strategies For A Greener In-Store Environment/21
Greener Stores

Sustainability Metrics
recovery for different versions of       sustainability from Graphic’s sup-      innovation.” Interface caught the
its favored material, paperboard,        plier partners in recent years, “I      attention of Wal-Mart’s CEO Lee
and Johnson notes that vendors           think that Wal-Mart has taken this      Scott, and in 2004, Wal-Mart as-
specializing in plastics, metals and     to a new level in terms of creating a   sociates began meeting with In-
other materials will have similar        scorecard. Now everybody’s brand        terface executives to learn more
insights for clients in their areas.     is going to be onstage come 2008;       about sustainable practices.
    The final two criteria are           they can’t present an item without          “Everyone who’s in this profes-
weighted at 5% each (renewable           presenting their score. They’re un-     sionally wants to see Wal-Mart win
energy and innovation). No doubt,        der the microscope to meet their        on this because they have such a
replacing fossil fuels with renew-       objectives.”                            huge influence,” says Graff. And
able energy sources and incorpo-              Susan Graff, principal at ERS,     truly, as the corporate focus on sus-
rating renewable resources into          an Atlanta-based firm that advises      tainability grows, the impact will
production when possible will            corporate clients on holistic sus-      be far-reaching. Even packaging
boost a company’s score. Innova-         tainability initiatives, notes that     suppliers will do well to make sus-
tion is trickier: What has your          the competition to be a leader in       tainability a part of their innovative
company done to help improve             the sustainability movement is a        process, notes Graphic Packaging’s
sustainability through innova-           real pressure. “[Our clients] tell      Johnson. “A lot of our customers
tive initiatives? Johnson points to      us consistently that first and fore-    have added new functions that
concentrated versions of liquid de-      most they are trying to make more       are working on sustainability ... I
tergents, which entered the mar-         sustainable products because they       think that packaging suppliers that
ketplace in the past few years, as       realize they’re going to be at risk     are not providing more sustainable
examples of supplier innovation          in the long term if they aren’t able    solutions may find that they are
that saved big on packaging.             to innovate first,” says Graff. One     out of sync with the marketplace
                                         success story she points to is that     and that their customers will lean
How are Marketers                        of Interface Inc., Atlanta, a manu-     toward suppliers that have more
Taking it?                               facturer of commercial carpet and       sustainable options.”
In corporate announcements, Wal-         the popular waste- and cost-saving
Mart has indicated that it will not      modular carpet tiles and carpet         The Greater Opinion
impose incentives or penalties           squares.                                Of course there are plenty of moral
outside of comparative ranking                “They were in a situation where    reasons to lean toward sustainable
to spur suppliers to improve their       their total industry was crashing ...   corporate practices, but in the end,
methods. Critics ask: Will that be       and 10 years later, they are leading    will consumers notice the change?
enough? Wal-Mart reported that in        the industry,” says Graff. “They        Graff thinks so, and she believes
the scorecard’s first month, 2,268       basically financed their whole sus-     strongly that suppliers and retail-
suppliers had logged onto the            tainability evolution off of the sav-   ers should work to emphasize
scorecard site and that 117 prod-        ings from better natural resource       sustainability gains at the point
ucts had been entered into the           efficiency, better use of energy and    of purchase to reach the growing
rating system. The company also          materials, that went along with         number of consumers with en-
held its second annual Sustainable
Packaging Exposition on March 12
in Bentonville, where 130 packag-
ing vendors displayed alternative
packaging solutions to an audience
of nearly 3,000 product suppliers,                 “I think the [sustainability] prob-
hosted by Wal-Mart buyers.
    “The turnout from the pack-                    lem is going to be solved in the
age development side of the big-
gest CPGs in the world was there;                  engineering and R&D centers of
you had packaging development
people at the VP level who were                    some of these big consumer brand
there with their local Wal-Mart
sales team, walking the floor to see               companies, and that’s going to be
what the opportunities were in the
area of sustainability,” says Charles              to Wal-Mart’s benefit.”
Brignac, marketing manager, win-                                                               Susan Graff,
ning at retail, at Graphic Packag-
ing International. He adds that
                                                                                              Principal, ERS
while he has noticed an interest in

22/Strategies For A Greener In-Store Environment
                                                                                                  Greener Stores

vironmentally and socially con-         cate, cutting costs and materials       sustainable innovation processes.
scious values.                          are exactly the ways the retailer           Her hope may not be too far
     “I think that companies have       is encouraging suppliers to think       from being realized: In March,
got to be able to tangibly point        when they consider sustainability,      Wal-Mart released criteria for a
to what they’ve done,” says Graff.      at least for now.                       new scorecard, this one geared
“The fact that Wal-Mart’s going             “Our size and span is exactly       to evaluate consumer electronics
to have some measurable data on         why sustainability has to exist in      suppliers on the environmental
packaging is a good start.”             the business, and why it has to be      sustainability of their products.
     Graphic’s Brignac is not so sure   our way of doing business,” said        According to a company release,
it’s that simple. “Studies would        Andy Ruben, Wal-Mart’s vice pres-       Wal-Mart will begin asking suppli-
indicate that only about 15% of         ident for corporate strategy and        ers to fill out the scorecard in 2008
consumers would even consider           sustainability, in a paper by Inter-    and notes that buyers will, in fact,
paying more for a package just be-      face Inc. “Sustainability will keep     have the option to use the results
cause it was a sustainable package.     us competitive, and will keep us        to influence purchasing decisions.
Over 85% say they’d rather have a       communicating with our custom-              “I think the [sustainability]
better price,” he says.                 ers, suppliers and associates to col-   problem is going to be solved in
     “I would say that the largest      laborate and innovate.”                 the engineering and R&D centers
impact is clearly going to be those         Graff voices her hope that pack-    of some of these big consumer
areas where cost of goods is taken      aging is only the start of things to    brand companies, and that’s going
out of the process at the same time     come and notes that real change         to be to Wal-Mart’s benefit,” Graff
that sustainability goals are being     could be spurred if Wal-Mart            says. q
met by removing materials.”             would exhibit a buying preference                                 P-O-P Times: June 2007

     As Wal-Mart’s guidelines indi-     for products produced through

      PVC Sign Material Biodegrades
      It holds up well under extreme weather conditions, but
      it breaks down into dust within three to five years in a
      landfill. That’s how Ultraflex Systems, Randolph, N.J.,
      describes its new BIOflex substrate. The white, flexible
      PVC-coated substrate, available in front-lit seamless
      widths up to 16 feet and 4 inches and weights up to 13.2
      ounces per yard, works well for solvent and UV-printed
      signs and banners, the company says. Ultraflex says other
      ecologically friendly signage material does not last as long
      as BIOflex’s estimated four years.

      But once placed in a landfill, the combination of darkness, BIOflex was used forthe large outdoor
                                                                    sign perched atop        Niketown in
      high heat, moisture and lack of oxygen begins to break        San Francisco.
      down the material within a month, and it disintegrates
      into a sodium powder in three to five years, the company says. No toxins are involved in
      this process; the material contains microbes that hatch in the landfill and ingest it.

      Going into the future, Ultraflex plans to introduce additional sizes of biodegradable sub-
      strates, as well as a biodegradable mesh called BIOmesh, she explains. q
                                                                                          P-O-P Design: July/August 2007

                                                                       Strategies For A Greener In-Store Environment/23
Greener Stores

Commentary: Corporate Responsibility

The Sustainability Squeeze

Bill Shober on why Wal-Mart took a leadership position on
environmental issues and how it will influence retail design.

I t’s rare to get an advance peek at
  a trend that could fundamentally
alter the way business is done. Rar-
                                           his recent Seminar on Wal-Mart’s
                                           Business Sustainability initiatives
                                           by describing it as “free advice,”
                                                                                 if the modern corporation were
                                                                                 seen as the primary means for
                                                                                 socio-economic development?” he
er still is a business trend that, if it   irony abounded. You’re free to ig-    asked. “What skillsets would be
proves out, is almost guaranteed to        nore the 800-pound gorilla’s “ad-     required?”
leave the world a better place. Tyler      vice” that the sofa won’t be your         After hearing how 1.7 billion
Elm, senior director of corporate          safest perch in a few moments,        people lack access to good drink-
strategy and business sustainabil-         but you’d better brace yourself       ing water, or that consumption
ity for Wal-Mart, says his company         for some costly squeezing. None-      rates are increasing every year, one
wants to take actions to sustain           theless, Elm did a wonderful job      would be forgiven for thinking
business, society, the environment,        explaining why the company is         that Al Gore had wandered into
and ultimately, the quality of life        taking a leadership position on en-   the Bentonville corporate head-
of its customer base. With 136             vironmental issues and how it will    quarters. “I am not here to tell you
million Americans using its stores         influence retail design and product   that society needs to address these
every week, and an economic im-            presentation. Society, he said, has   problems,” Elm said. “You already
pact that -- if expressed in terms         transitioned from a model built       know that. I am here to pose sev-
of gross domestic product (GDP)            around making things -- produc-       eral questions and ponder some
-- would make it the world’s 20th          tion -- to a model of buying and      answers that will help explain our
largest economy, such ambitions            selling things -- transactions. In    company’s strategy going forward.”
do not seem all that out-sized.            this brave new world, a company       In a nutshell: Be 100% supplied by
     Indeed, when Elm wrapped up           like Wal-Mart is at the hub. “What    renewable energy. Stores should be

24/Strategies For A Greener In-Store Environment
                                                                                                   Greener Stores

                                           -- academia, government, and sup-        private-label companies. Suppliers
                                           pliers -- to form “Sustainable Val-      will supply the data for nine met-
                                           ue Networks” that can help find          rics that, via Wal-Mart algorithms,
                                           methods to achieve these goals.          will result in a score for each prod-
                                           Their first target will be packaging.    uct. The packaging scorecard met-
                                           During the past 12 months alone,         rics will be: Distance-to-transport
                                           he said, 200 “packaging stakehold-       energy savings; Cube utilization;
                                           ers” got on board with the compa-        Greenhouse gas (GHG) reduction;
                                           ny’s goals, called “the Seven R’s”: 1.   Renewable energy aspects; Prod-
                                           Remove packaging 2. Reduce pack-         uct-to-package waste; Package re-
                                           aging 3. Reuse packaging 4. Renew        covery (recycling); Material type;
                                           (able) packaging 5. Recycle (able)       Recycled content; and Package in-
                                           packaging 6. Revenue (Economic           novation.
                                           benefits) 7. Read (Education)                Suppliers can focus on all or
                                                Elm illustrated the power of the    some of the metrics -- whichever
                                           “Seven R’s” through a “right-siz-        ones make the most sense. Suppli-
                                           ing” exercise with its private-label-    ers will be given access to calcula-
                                           toy suppliers. By making the pack-       tions, but they will not be told how
Tyler Elm, senior director of corporate    ages for 300 toys just a bit smaller,    to do things. “We’re leaving the in-
strategy and business sustainability for   Wal-Mart found that it needed 727        novating up to the marketplace,”
Wal-Mart.                                  fewer containers to ship them in         he said. While voluntary, suppliers
                                           from overseas. “We estimate that         will be rewarded for participating
25% more efficient within the next         it reduced the amount of corrugate       with quarterly recognition and --
seven years. The shipping fleet            by 3,500 tons,” Elm said. “It re-        most importantly -- they will be
should be 25% more efficient with-         duced fiber from about 5,000 trees       ranked against competitors. Elm
in three years. Create zero waste.         and conserved about 1,350 barrels        said that eventually, the “sustain-
Achieve a 25% reduction in solid           of oil in just one year. What started    ability score” will be a mathemati-
waste within three years. Sell prod-       out as a simple exercise in trying       cal variable that Wal-Mart buyers
ucts that sustain resources and the        to reduce material packaging costs       will factor into their cost calcula-
environment. Get 20% of the sup-           wound up saving more than $3.5           tions. q
ply base aligned this way within           million in transportation costs.”                         P-O-P Times: November 2006
three years.                                    Wal-Mart will use an “Online
    Elm says Wal-Mart is reaching          Scorecard” to rate suppliers, with
out to thought-leaders in all areas        an initial launch focusing on 2,000

     The 6 R’s
     •	 Remove	Packaging
         Eliminate unnecessary packaging, extra boxes or layers of packaging
     •	 Reduce	Packaging
         Right Size packages and optimize material strength. Design package appropriately for contents
         and merchandising requirements.
     •	 Reuse	Packaging
         Pallets - Use of CHEP Pallets, IFCO, etc. RPC - Reusable Plastic Containers
     •	 Renewable	Packaging
         Use materials made of renewable resources. Select materials that are biodegradeable
         or compostable.
     •	 Recycleable	Packaging
         Use materials made of highest recycled content without compromising quality. Use Post Consumer
         Recycled Material (PCR) where appropriate. Componets should be chosen based on recycle ability
         post use. Build packaging out of single material componets for easy sorting and recycling.
     •	 Revenue	(Financial	Impact)
         Achieve all above principles t cost parity or cost savings.

                                                                          Strategies For A Greener In-Store Environment/25
Greener Stores


Needs v. Long-Term
British designer Steve Kelsey says there’s
a disconnect between common sense and
                                                                                Steve Kelsey is Director of PI Group, a
what needs to be done                                                           London-based packaging design and
                                                                                branding specialist that serves a broad
                                                                                range of clients including Procter & Gam-
                                                                                ble, Diageo, GlaxoSmithKline, Shell, BP
                                                                                and Castrol.

O     ne unseasonably warm day
      in the Fall of 2006 my firm,
the PI Group, decided to take a
                                         nology, high-margin companies
                                         through to food and drinks compa-
                                         nies some who own brands over a
                                                                                China and India) whose rates of
                                                                                growth far outstrip the reductions
                                                                                planned in the rest of the developed
long, hard look at how we were de-       hundred years old.                     world. Even the most aggressive re-
signing for sustainability. We were                                             duction targets in place today will
motivated by several changes in          What Is New?                           have little impact globally over the
the competitive environment for               There are plenty of organisa-     long term. So reductionism on its
our clients, mostly global blue chip     tions who can tell you what we all     own doesn’t work and yet it is the
fast-moving consumer goods com-          know – the short term opportuni-       most popular program in action to-
panies.                                  ties and actions are well covered      day.
    At PI Group, we have always          and there is much that is consid-           We also discovered there is also
taken a realistic hands-on approach      ered to be “common sense” about        a real disconnect between what ap-
to design. We have engineers work-       the sustainability problem. Less       pears to be common sense to con-
ing alongside designers and we           well served was a longer term per-     sumers and what we need to do in
have fully resourced prototyping         spective. Our research called into     the long term. This distortion is
and batch production facilities at       question the relevance and value       driven by a lack of real information
our head office. We also have had        of many current short term initia-     for consumers. As a result, demand
30 plus years experience designing       tives.                                 for biodegradable and recycled ma-
and implementing radical designs              At the consumer, retail and       terials soars, irrespective of their
and have worked on sustainable           government levels, it is commonly      ability to deliver.
pack designs for at least a decade       accepted that what I call the “Re-          We also discovered compelling
for markets as diverse as the Unit-      ductionist” model is a major con-      alternative models that would meet
ed States, Europe India and China.       tributor to solving the sustainabil-   growth and sustainability targets
    Despite our experience, it was       ity problem irrespective of whether    over the long term. These models
clear that the only way we were          that is expressed as Green House       have not been given the consid-
going to understand the long-term        Gas (GHG) reduction or reduction       eration that they deserve by busi-
implications of sustainability for       in waste. If we make and consume       nesses or consumers.
our clients’ brands was to work-         less we will be solving the problem.        Finally we discovered that little
shop the topic as widely as pos-         It is common sense.                    attention was being paid to devel-
sible. The result was a series of             What we discovered is that pro-   oping technology. Promising initia-
one-day workshops that started in        ponents of this approach had failed    tives are being discounted in the
Spring 2007.                             to take into account the effect of     rush to be seen as sustainable using
    So far, fourteen clients have        economic growth not only in the        “common sense” actions. This was
joined our “New Thinking” days.          developed world but especially in      one of the most alarming discover-
They have ranged from high tech-         the BRIC countries (Brazil, Russia,    ies. Powerful potentials were being

26/Strategies For A Greener In-Store Environment
                                                                                              Greener Stores

neglected in forming policy and        technology development. We call it     by the explosion in demand from
making planning decisions.             our 80/20 model which encourages       the retail sector for demonstrable
    How were the workshops run?        investment of 80% of available re-     improvements in sustainability. In
We structured each day to take our     sources in meeting the urgent short    a matter of a year sustainability has
clients on a journey from the short    term needs we face today and 20%       moved from some thing to moni-
term into the longer term, explor-     investigating the long term oppor-     tor to something to act on. Many
ing new discoveries on the way. We     tunities.                              are concerned that this may just be
encouraged clients to test asser-          To be frank, this conceptual       another bandwagon that needs to
tions rather than trust what they      model is designed to align with the    be managed in the same way that
have been told - even by us!           commonly expressed belief that         the food health scare have to be
    We introduced the impact of        often 20% of any activity delivers     managed, ultimately an expensive
the newly emerging consumer            80% of the retained value be that      distraction from their long term
models such as Peer2Peer trading       a sales list, innovation success or    business goals. They worry about
via EBay and MySpace on brand          production. The important point is     the impact that their current posi-
and retail futures. We looked at the   not to spend 100% of your resourc-     tion on sustainability may have on
impact of distributed manufacture      es on the short term no matter how     their brands and how the consum-
on product manufacture and distri-     urgent the need.                       ers view on subjects as diverse as
bution. We drilled down into some          What did we learn from the         air miles to pollutants.
models for closed-cycle manufac-       Workshops about our client’s atti-         The common strand running
ture and New Carbon resources.         tudes and responses? At one level      through all of this is the need to
    Towards the close of the day       despite their differences in histo-    know more. Beyond this attitudes
we suggested a strategy for coping     ries and markets they have much        and reactions fall into three broad
with the complex four-way matrix       in common. For many of them the        groups. The first group is in de-
of short-term needs and long-term      sustainability issue is newly rele-    nial. The constitution of this group
opportunities, brand needs and         vant to their business and is driven   is surprising and includes one

      Sustainability Advantages
      The toughness of Eastman Chemical’s Spectar copolyester
      sheet enables it to be down-gauged, which reduces the
                                             use of plastic released
                                             into the environment, yet
                                             it remains more durable
                                             than acrylic. Spectar
                                             copolyester is Green-
                                             Guard Indoor Air Quality
                                             Certified, recognizing
                                             Eastman for manufactur-
                                             ing low-emitting products
                                             for better indoor environ-
                                             ments. Eastman follows        A full gallon of water hangs    on
                                             the management practices pegboard made from Spectar.
                                             of Responsible Care, an
                                             initiative of the American Chemistry Council, making
                                             health, safety, and environmental protection central to
       One sustainability feature of Spectar
                                             the design, manufacturing, marketing, distribution, use,
       is that it can be down-gauged and recycling, and disposal of products. q
       use less plastic.

                                                                     Strategies For A Greener In-Store Environment/27
Greener Stores

very large and well resourced or-        to PI with challenges.                  understandably sceptical of the
ganisation amongst the more typi-            The second group forms the          need to reconsider the Reduction-
cal smaller companies. Often this        majority and is reacting quickly.       ist model, they had after all experi-
group cites consumer research that       The group consists of just about        enced efficiency gains from it, but
they believe demonstrates the sus-       every type of company you can           they were attracted by the opportu-
tainability issue is not important to    imagine. Although they share the        nities offered by some of the mate-
their customers and therefore they       concerns of the first group they are    rial we shared and generally agreed
have no way of passing on the cost       far more active in their response       that the 80/20 model or its equiva-
of change and remain competitive.        and are seeking competitive advan-      lent would help them achieve fur-
They also are skeptical of the links     tage in how they respond. Typically     ther gains.
between their company’s activities       they already have or are in the pro-         Then there is the third group.
and any impact on the environ-           cess of building specialist groups      A wonderful validation of our ap-
ment.                                    within their organisations to deal      proach to the workshops was the
    Most particularly they are           with the short term and then evalu-     discovery that there are companies
deeply skeptical of the retailer’s       ate the longer term impact of the       who are approaching the sustain-
motivations seeing sustainability        sustainability issue.                   ability issue with real vision and
as a Trojan horse though which               Within this group there is a        drive. They are comfortable with
retailers cost competitiveness can       shared understanding that sustain-      taking the long view and are work-
be increased. They also have con-        ability is a permanent part of their    ing on the re-engineering of their
cerns about the order of cost and        markets and needs to become as-         firms not just to meet the sustain-
timescale of change that appears         similated within normal business        ability issue but also to capture all
to be necessary. They are also typi-     practice. At this time this group       the benefits that some of the emerg-
cally from organisations with con-       have largely adopted the common         ing technologies can offer.
servative approaches to investment       sense reduction model and are                Some of these companies are
or with aggressive financial targets     happy to capture any cost saving        very large and therefore the chang-
that demand rapid returns.               that this approach may provide.         es they are planning will take years
    This group are most likely to fo-    But they also fully realise there are   to achieve but they are excited by
cus on meeting short term sustain-       long term implications for brand        the possibilities offered by rethink-
ability targets demanded by their        competitiveness and investment          ing manufacture, distribution, mar-
customers. They will also respond        strategy which, if handled well,        keting and selling. They embrace
to competitive activity on sustain-      will improve their companies per-       anything that helps them achieve
ability where this may impact on         formance.                               their goal. They are looking at the
sales but their sustainability strat-        A minority within this group        big questions.
egy is essentially to wait and see.      have been active for some time               This is the group that will pro-
    This group came looking for          and have achieved results that have     vide the leadership and vision that
ready-made solutions to short term       reinforced their belief that sustain-   will carve out a 21st century that
problems and were sceptical and          ability is ultimately about efficien-   delivers growth with sustainability
questioning during the day. Inter-       cy and is inherently good for busi-     and it was inspiring to share ideas
estingly, two members of this group      ness.                                   with them. q
have been motivated to come back             Some within this group were

       PDQ Display Reduces Material Used
       Because Wal-Mart insists that all PDQ displays must be a full 30 inches
       wide, they can normally be shipped only 35 to a pallet. Henschel-Steinau of Englewood, NJ, how-
       ever, has created a new type of PDQ display, called the ECOPDQ, which can not only be shipped
       70 to a pallet, but also reduces the amount of corrugated required for each display, reducing the
       quantity that must be discarded or recycled.
       “The secret is a corrugated sleeve that slides out after the display is delivered,” says Aaron Hen-
       schel, president. “With the sleeve in, the display is only 16 inches wide, so it can be shipped twice
       as many to a pallet. When the sleeve is pulled out, the display expands to 30 inches in width to
       meet Wal-Mart’s requirements.”
       ECOPDQ reduces the amount of waste, which must be discarded or recycled, by a full 47%. q
                                                                                       P-O-P Design: November/December 2006

28/Strategies For A Greener In-Store Environment
                                                                                                 Greener Stores

Producers Step Up (Part II)

Steps Toward Sustainability

How retailers and producers are driving innovation
throughout the in-store marketing supply chain.

A     s a recent issue of Time Maga-
      zine pointed out, “From Ben-
tonville, Ark., where Wal-Mart has
                                             “Greater environmental aware-
                                         ness has definitely become a part of
                                         our overall business philosophy,”
                                                                                 Neither PVC nor polystyrene can
                                                                                 be recycled, nor can PVC be incin-
                                                                                 erated because it generates toxic
embarked on ambitious pro-envi-          says Michael Williams, v.p. sales,      gases, so PaperFoam is much more
ronment policies, to Silicon Valley,     national accounts manager, Shore-       environmentally friendly.”
where high-tech venture capitalists      wood Display. “For example, we               Shorewood has also devel-
are pouring hundreds of millions         now use crinkle paper instead of        oped and patented a double stack-
into renewable energy, 2006 was          smooth material. This has not af-       ing, double packed PDQ that has
the year corporations began acting       fected our costs, but it has reduced    a smaller footprint, fewer square
as if their existence -- like the rest   consumption because crinkle pa-         feet of board and is lighter than a
of the planet’s -- was tied to the en-   per can be torn directly from the       standard power wing design. “Our
vironment.”                              roll, eliminating the diecutting pro-   design requires only 5.3 square feet
    Retailers, P-O-P producers and       cess.”                                  of board as compared with the 9
suppliers are responding to this             Shorewood has also replaced         square feet required by a standard
concern. One company long re-            vacuum-formed plastic trays used        design, a savings of 3.7 square feet.
nowned for its environmental ef-         in packaging and displays with a        It also weighs only 0.5 pound as op-
forts, from increasing biodiversity      material called PaperFoam, pro-         posed to the standard 0.85 pound,
to reducing greenhouse gases, is         duced under license from Paper-         a savings of 0.35 pound. That’s a re-
International Paper. Today, Shore-       Foam B.V., a Dutch technology           duction in both area and weight of
wood Display of Thorofare, NJ, a         company. “Although this has in-         slightly more than 40%. So with a
business unit of Shorewood Pack-         creased our costs somewhat, the         10,000 quantity run, you’re reduc-
aging, a business of International       PaperFoam is completely recyclable      ing board consumption by 3,500
Paper, is taking a number of steps       and has been requested by several       pounds and 37,000 square feet.
to facilitate recycling, reduce solid    of our customers,” Williams ex-         That’s the equivalent of saving 30
waste generation and decrease fuel       plains. “These trays were formerly      trees, and you need four fewer pal-
consumption.                             made of PETG, PVC or polystyrene.       lets to boot. It also ships as a single

                                                                       Strategies For A Greener In-Store Environment/29
Greener Stores

piece instead of as multiple parts       manufactures corrugated packag-         Before
that require a master shipper and        ing at over 30 locations domesti-
further assembly. The material re-       cally.
duction combined with reduced as-            “Sustainability has been a cor-
sembly labor results in overall cost     nerstone of our entree into the U.S.
savings for our customers,” says         and has been a part of our organiza-
Williams.                                tion from the start,” says John Keck,
    In order to reduce waste gener-      CEO. “The materials we use to pro-
ated by manufacturing temporary,         duce corrugated displays are made
semi-permanent and permanent             from linerboard that we produce in
displays, Shorewood sorts board          our mills in Staten Island, NY, and
                                         Conyers, GA. Our linerboard is          After
into several different categories in
order to facilitate recycling. “The      produced from 100% post consum-
Shorewood Packaging business             er waste. Our mills were built with
as a whole sold more than 60,000         waste containment as a primary ob-
tons of board to recyclers in 2005       jective. They use only three ingre-
and during the first three quarters      dients in the production of paper
of 2006, we sold more than 40,000        -- water, starch and recycled paper.
tons,” Williams notes. “Our inks         This reduces not only the amount
and coatings are environmentally         of solid and liquid waste we gener-
sound and contain renewable re-          ate by approximately 3%, but re-
source materials. They also meet the     duces air pollution as well.”           RTC manufactures its new BevTrac shelf
                                                                                 management system with reprocessed
stringent Coalition of Northeastern          The company has also made           plastic materials.
Governors (Coneg) requirements.”         solid efforts to reduce its energy
                                         consumption. “We have undertak-         have also replaced motors in large
Other Producers                          en some 30 initiatives to reduce en-    equipment with variable frequency
“Thinking Green”                         ergy consumption over the last few      drive (VFD) motors. These steps
Like Shorewood Display, Alli-            years,” says Keck. “These include       alone have led to about a 12% re-
ance, a division of Rock-Tenn Co.,       consumption of cooling water, wa-       duction in our energy consump-
Winston-Salem, NC, recently in-          ter reduction projects, heat recov-     tion.”
troduced a new compact PDQ with          ery and process optimization. Our           The company has also made
a unique fold-out wing design that       initiatives have led to a production    efforts to reduce waste genera-
is designed to minimize both the         increase of 10% with electricity re-    tion. “We have installed automatic
amount of board required and the         duction of 14% per manufactured         counting machines to reduce over-
number of components per display.        ton, natural gas reduction of 20%       ages produced and shipped,” says
Because of its unique design, The        per manufactured ton, and water         Boyer. “We have also improved
Max PDQ is more environmentally          reduction of 16% per ton. As a re-      make readies so fewer products are
friendly than a conventional PDQ,        sult, our pursuit of sustainability     wasted. These steps have reduced
generating significantly less solid      has had absolutely no effect on the     our waste generation by approxi-
waste that must be disposed of or        prices of our products.”                mately 5%.”
recycled.                                    MCD Inc., Madison, WI, has              Another company known for its
     “The Max PDQ is one example         also stepped up its efforts to reduce   environmental practices is Weyer-
of our commitment to sustainabil-        energy consumption and waste            haeuser, Federal Way, WA, which
ity,” says Jim Einstein, Alliance ex-    generation. A producer of display       offers standard and full-color cor-
ecutive vice president and general       products and packaging such as          rugated packaging, P-O-P displays
manager. “It not only requires up        Quickstrip brand display strips,        and fulfillment services, as well
to 5% less material to produce but       danglers, magnets, header cards         as bulk packaging. “As a natural
also less diesel fuel to transport, as   and cartons, the company sells to       resource-based company, Weyer-
much as 50% less in some cases. We       P-O-P producers who supply the          haeuser has employed sustainable
have also been able to successfully      retailer.                               forestry and manufacturing prac-
replace plastics, especially those           “By becoming part of our busi-      tices for over 100 years,” says Brian
that can’t be recycled, with paper in    ness philosophy, sustainability has     McDermott, communications di-
some displays.”                          actually decreased our cost of do-      rector. “What has changed is that
     Pratt Display, a business unit      ing business,” says Dave Boyer,         our customers, the general public
of Pratt Industries headquartered        CEO. “To reduce energy consump-         and interest groups are requiring
in Conyers, GA, has also enthusi-        tion, for example, we have replaced     more detailed, documented proof
astically embraced sustainability.       lighting throughout the building        and third-party verification of our
Vertically integrated, the company       with high efficiency lighting. We       performance and that of other

30/Strategies For A Greener In-Store Environment
                                                                                                    Greener Stores

manufacturers.”                         any bottle is removed.                       cility in St. Louis. “Today, we have
    Responding to these require-            “One of our goals in designing           expanded to 35,000 square feet,
ments has increased the company’s       this system was to enhance prod-             added a second production line and
costs in terms of management time       uct visibility and to improve access         a fully computerized tooling center,
and attention. McDermott says,          to all bottles in a display, espe-           and expanded our office and ware-
“Each year we publish a sustain-        cially those on the top and bottom           house space to accommodate the
ability performance report that         shelves,” says Joel Linton, director,        rapidly growing demand for our
reviews our progress in economic,       beverage merchandising. “Another             product,” says Noble.
social and environmental areas.”        was to make it environmentally                    CAD software is used to design
Readers can view the report at          friendly. As a result, the interlock-        a mold that will precisely fit the           ing trays, the clear front retainer          product to be protected. “Depend-
ment/sustainability.                    and the paddle are all manufac-              ing on the scope of the work, we
    “Weyerhaeuser’s        container-   tured using reprocessed plastic ma-          can provide a design in less than 48
board packaging is made from re-        terials.”                                    hours,” says Noble. “A 3-D rendi-
newable and recyclable paper and                                                     tion of the molded pulp package is
contains, on average, 53% recycled                                                   provided at no cost to the customer.
content, so our product is the most                                                  Once it is approved, prototype tool-
environmentally sustainable pack-                                                    ing will be produced in our tooling
aging choice,” McDermott contin-                                                     center in 10 to 15 days. Usually a
ues. “What is new is that we have                                                    minimum of 35 fully functional
developed a recyclable alternative                                                   samples are provided for testing,
to non-recyclable wax used in wa-                                                    typically at a cost of $1,500 to
ter-resistant food packaging. Both                                                   $3,000.
our customers and our industry                                                            “After acceptance and approval
have been searching for an alterna-                                                  of the prototype,” he continues,
tive to wax boxes for a number of                                                    “then our tooling center will be-
years.”                                                                              gin milling molds for the package,
    Faced with rapidly escalating       OptiLogistics devised a system that          which usually requires an invest-
                                        eliminates fixed size pallets with its Op-
energy costs as well as environ-        tiLedge shipping platform. The platform
                                                                                     ment of $10,000 to $20,000, de-
mental concerns, Weyerhaeuser           adjusts to a display’s size, and the cor-    pending on the size of the die. In
has completed a number of initia-       rugated tray is recyclable. They can be      25 to 40 days, first article samples
tives to reduce its energy consump-     placed alone or in pairs along the dis-      are sent for final approval. Once
tion. “Our Henderson, KY, recycled      play’s edge.                                 approved, production will usually
containerboard mill instituted dai-                                                  begin in seven to ten days.”
ly energy use measurement and re-       Suppliers are Responding                          Even though the raw mate-
porting and, in 2005, reduced con-      A number of suppliers have re-               rial used for molded pulp is inher-
sumption by 15%. Between 2004           sponded to the sustainability con-           ently less expensive than that for
and 2005, in our containerboard         cerns of retailers and P-O-P pro-            expanded polystyrene (EPS) and,
packaging business, we reduced          ducers by introducing innovative,            unlike corrugated, the finished
energy consumption per ton of pro-      environmentally friendly products.           product can be molded rather than
duction by 3%. Renewable biomass        Enviropak Corp. of St. Louis, for            die cut, transportation costs can be
fuel now supplies 72% of our pa-        example, offers molded pulp sus-             significant.
per mill energy requirements. As a      tainable packaging for interior pro-              The company’s mission is not
carbon-neutral fuel, our use of bio-    tection.                                     only to provide world class packag-
mass helps address climate change           “Our molded pulp is made from            ing solutions, but to do so in a way
concerns.”                              100% recycled newspaper and is               that is environmentally friendly.
    RTC of Rolling Meadows, IL,         100% recyclable and biodegrad-               “By recycling one ton of newspa-
recently introduced a new bever-        able,” says Bill Noble, director of          per, you save an incredible 17 trees,
age shelf management system for         sales and marketing. “In fact, ac-           463 gallons of oil and 6,953 gallons
cold vaults and coolers that auto-      cording to government figures,               of water,” says Noble. “You also
matically front faces bottles, even     newspaper and corrugated is re-              eliminate 587 pounds of air pollu-
those of different sizes on the same    cycled at a rate four times that of          tion while saving 3.06 cubic yards
shelf. Called the BevTrac system, it    plastic and takes only two to five           of landfill space and 4,077 kilowatt
consists of a series of interlocking    months to biodegrade, as compared            hours of electricity. At Enviropak,
lanes, each with a clear front re-      with over 500 years for a plastic            we are saving our planet an unbe-
tainer and a spring-driven paddle       beverage bottle, for example.”               lievable 41,496 trees and 52,416,000
that automatically pushes the en-           The company started up in                gallons of water a year.” q
tire lane of product forward when       1996 with a 20,000-square-foot fa-                              P-O-P Design: March 2007

                                                                           Strategies For A Greener In-Store Environment/31

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