Conchango recently hosted a Retail Business Intelligence Seminar, which was attended by many of the UK's leading retailers. The format of the day was a number of presentations and some round table discussions on topics that had been selected by the attendees in advance by way of a questionnaire. The Butler group presented on the leading topics of the day within business intelligence and we heard from our own David Ellis on web performance management.
Corporate Social Responsibility reporting, colloquially referred to as 'Green' reporting, was one of the latter topics of the day for the round table discussion. Green credentials are obviously top of the agenda at C-level of the top retailers and are filtering their way down the organisational hierarchy. IT departments haven't yet got to grips with this in any serious way although departments like Marketing are in full swing, which is why we're all familiar with stories about Marks and Spencer, who are soon to start charging for carrier bags as part of their Plan A initiative, but in the meantime have been giving away free 'Bags for Life'. Sainsbury's have dipped their toe in the 'free Bag for Life' water too. Tesco of course are in on the act with the Future Store initiative, check it out next time you're in Wick (!), and have installed, reputedly, the worlds largest solar panel roof at their Fresh and Easy distribution centre in the US.
The discussion at the table rounded very squarely at one point on 'Are they doing it for money or because they care for the planet?'. Unanimously, instantly, 'for the money!' was the response. Was I the only person slightly disappointed by this response? Or have I bought into the marketing message and believe they do care after all? Who knows? but later when I reflected back on this, I thought, 'If they are in it for the money, in what directions could they take it?'
If you shop with a Tesco, and use your clubcard, then Tesco will know every item you buy. Tesco could therefore work out an individuals customers green credentials from the products they buy, assuming they work out individual product greenness, which surely is a first step. They'll already use some Fuzzy definition of greenness probably linked to a measure of ethicalness for segmentation purposes, but this will allow a whole new measure of granularity.
Doing this would of course give rise to opportunities to up-sell people to more 'green' products, that as well as espousing their green credentials, probably cost more and have a greater margin. This has profit implications but also huge customer satisfaction potential. Imagine how powerful Tesco online shopping could be if you could be presented with greener alternatives to those Kenyan strawberries, right there on the page? This has the added advantage of being applicable to all customers for as we have all heard, there are those vocal customer groups who shun the mighty clubcard for big brother reasons. For the many who carry one though, (13.5 Million), I wouldn't be surprised if they actually wanted Tesco to go this far. Why try and work out your own carbon footprint when someone else can do it for you?
As I stated above, 'Green' is big at C-level and has slowly started filtering down, at some point in the near future green credentials will filter it's way into mainstream BI. Expect more blogs on this in the future....