Green Initiatives Grow Sales and Profits
Summertime in Northern California usually means drought season. But in Santa Clara County, it's all considered another business opportunity for Western Appliance, especially as the sales and marketing teams find new ways to move higher-margin, energy efficient products with "green" messaging.
"We have an ad this week saying you can save 65,000 bottles of water a year, or 450 showers, or 370 car washes, or fill your whole swimming pool," said Jeff Moir, vice president of sales and marketing for the nine-store Bay area chain. "A water-saving story is really key here these days, but it's a money saving story too. We can make a compelling argument that buying an $800 washer makes good economic sense over a $300 model."
While the grid-conscious Northern California market (also known as the "cradle of green") may be especially ripe for such arguments, retailers all across the nation are learning the language of sustainability, conservation and environmental impact in ad copy and in point-of-sale presentations. And retailers aren't doing it just to earn a global merit badge or the benevolent graces of Al Gore. They're also doing it for the cash.