Walking in any of California’s major retail zones (or in most of the U.S. for that matter), it is common to see inviting store fronts with highly planned out – even artful – window displays. There is little mystery or confusion about why retailers do this. They are designed to pique our interest, draw us inside and result in our making a purchase.
But, there is another part to the façade of any establishment that goes less-noticed, which is worth a look: The door. Barring severe weather, many retailers choose to keep their doors open during business hours—helping to make their stores even more accessible and inviting. This practice, however, has costs, both for the retailer and its customers. The costs are in the energy that is required to keep the store temperature at comfortable levels for both employees and shoppers.
In 2008, the shopping mecca of New York City passed a law requiring that retailers meeting specific criteria must keep their doors shut while the air-conditioning is running. ConEdison of New York helped to inform retailers of their role in energy efficiency by publishing The Price of Open Doors, a widely distributed informational flyer providing information on kWh and dollar savings, and the impact of lost energy in the region.
With all of this information, one could wonder why retailers simply don’t just close their doors and save energy? It boils down to today’s highly competitive retail environment; retailers have [legitimate] concerns that keeping the door closed will negatively impact sales. Doors create, quite literally, a physical barrier between potential customers and merchandise. And, to be successful, retailers must minimize barriers that keep “window shoppers” from turning into product purchasers.
So, how can retailers reconcile aspirations to be environmentally responsible and drive sales? Two key starting point are:
- Introduce a code– When local and/or state governments pass codes, as New York City did, a level playing field exists for retailers. Customers would be equally drawn into stores by the other merchandisingapproaches available, not though the doors being left wide open.
- Turn it into a marketing opportunity – Nowadays, it’s quite common for retailers to publish their sustainability statement as a way of winning favor with their clientele. Retailers can use this environmentally-responsible action to their favor by informing current and prospective customers of the change—perhaps with a sticker on the door (that can only be seen when it’s shut) to remind customers of their commitment to sustainability.
Let us know what you think!
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