RepTrak® España 2015 Primer Semestre 2015 · PRODUCTS (2011) • Agreements with partners of...
Transcript of RepTrak® España 2015 Primer Semestre 2015 · PRODUCTS (2011) • Agreements with partners of...
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Sustainability and consumption
MAY 2017
Delia García
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El Corte Inglés • More than 1.000 Stores in Spain and Portugal
• 15.219 Million Euro Turnover (+4,3%)
• 10,7 Million Loyalty Cardholders and more than 650 million visits a year
• Client satisfaction , innovation and continuous improvement are key success factors
2.4% of Spanish GDP
150.000 direct jobs
1 Million indirect jobs
More than 31,500 suppliers.
More than 3,700 social and cultural activities a year.
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• In El Corte Inglés we think that it is possible to consume in a sustainable way, and we distinguish between consumption and consumerism.
• The consumer is an agent of social change and has the power to change the world around it.
• At ECI we believe that our greatest responsibility is to have an offer of sustainable products and services and be the great showcase and speaker of sustainability.
Sustainability and consumption… Are two opposite concepts?
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But inertia is not easy to change and we do not have time …
Source: World Economic ForumGlobal Risk Landscape 2016
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A solid foundation…
• Ethical code• Responsible purchasing policies• Global Compact, FTA, Forética• Consumer Goods Forum• Sustainability Month
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The Sustainable Development Goals (SDGs) proposed by United Nations were launched on 25 September 2015 and ratified by 193 world leaders representing the different Member States of the UN.
… Clearly defined objectives …
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• Guidelines Consumer Goods Forum• Responsible and sustainable corporate policy
on TIMBER, PAPER AND PAPER-BASED PRODUCTS (2011)
• Agreements with partners of prestige in sustainability – FSC
• Setting objectives by area• Working groups to coordinate and quantify
progress• Training throughout the value chain• Communication of progress (Memory)• Communication of the value of the product
(RRSS, store, etc.)
… and coordinated work …
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• Stakeholder Working Group• El Corte Inglés sustainability strategy -
protection of the environment and biodiversity
• FSC promotes products compatible with sustainable development
• More than 6,000 references of sustainable products
… allows us to advance together with our partners …
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ETHICAL CRITERIA• They ensure working conditions and human rights throughout the
value chain• They share social value - they improve the lives of farmers,
processors, suppliers, distributors and / or customers and empower impoverished communities
ECOLOGICAL CRITERIA • Its manufacturing, procurement and / or use characteristics make it
possible to reduce its impact on the environment and on the resources of future generations
– Save raw materials - recycled products– Saves natural resources (water, energy)– Certified sustainable production
• They provide complete traceability and adequate and transparent information to demonstrate the sustainable origin (chain of custody)– MSC, FSC, PEFC, Fair Wood, etc.
CRITERIA PROXIMITY /ORIGIN• They are produced and manufactured in close proximity - kilometer
zero, made in Spain• Ensure sustainability with respect to their origin or production
conditions
We have defined what is a sustainable product for us
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Ecological Agriculture – BIO products
Source: Sustainability Month (may-june) 2015 and 2016
VENTA 2015
VENTA 2016
UNIDADES 2015
UNIDADES 2016
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• Bio sourcing policy – Biosfera• Local sourcing policy – Kilometer 0• Fair Trade sourcing policy• Sustainable production, e.g. Rainforest Alliance.• Organic cotton (G.O.T.S.) – e.g. own brand El Corte Inglés sheets• PET bottle recycled material – suitcases own brand Gloria Ortiz and
Emidio Tucci• Sustainable fashion brands, like Ecoalf, El Naturalista, etc.
• Sustainable wood and paper sourcing policy – More than 60% of own brand furniture products are FSC –also Stationary products (own brand Frost – close to 100 product references), Consumer Goods like kitchen paper or tissues, tickets for the shows, the product labels, bags, etc.
… and a growing sustainable offer
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What’s this?• Global Champaign to make all sustainable products visible and
promote sustainable consumption.• 2016 – we started with Consumer Goods with fantastic results we
followed up.• 2017 – we will do it with all products! – fashion, home textiles,
home appliances, tourism products, …….
Challenge 2020• 50% increase of sustainable products offer• Growing reputation• 1 Million “aware” consumers• Responsible consumption leaders
Sustainable products are those with ecologic, ethic or proximity criteria – better if they are certified. A sustainable product is not a solidary product. It is not about where the benefit goes but how it is produced.
Our “Sustainability Month”
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Calender: • Second weekend in may – World Fair Trade Weekend• Third Friday in May - Bike-to-Work Day• May, 22th – World Biodiversity Day• June, 5th – World Environment Day• June, 8th – World Oceans Day• June, 17th – World Day to combat Desertification and Drought• June, 28th – World Tree Day
Our “Sustainability Month”
Claim and stoppers
PromotionsAwareness champaign for clients and families
Documentaries and discussions around sustainabilityActivities in store
#hashtag
Social Networks
Internal communication
Landing webpage
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“Aware” consumer
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We celebrate sustainability
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https://www.youtube.com/watch?v=y3aCncRlnJA&t=79s
Network and Sustainability
https://www.youtube.com/watch?v=L4JNnbCREtY
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Our commitment to forests
• Our objective 2020 – 99% of wood and paper products must have forest certification.
• Better products for a better world.
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Products• Home furniture – more than 60%• Furniture for companies• Consumer Goods – close to 40
references• Stationary - close to 100 references• Toys
Our commitment to forests
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Co-products and others• Own brand packaging• Product labels• Bags • Printers and letters• Internal Office Material• Tickets for the shows since 2014 (Venta de entradas)• Point of sale tickets since 2015• Brochures, some catalogs, posters since 2014 • Parking tickets since 2015
Our commitment to forests
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Our Business Case:
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Innovative
Differenciated
Adaptaded
Competitive
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Success+
Sustainability
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Products
Design
Partner
Manufacturer
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Notebooks
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Refills
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Binders
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Collaboration:
El Corte Inglés donates FSC 0,10 € of every unit sold to preserve the woodsof Comunidad de Villa y Tierra de Coca
- Segovia.
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In every product
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Mini-site at elcorteingles.es
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Full page in Back to SchoolCatalog
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Also in social media
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Support fromes.fsc.org
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Pintor Sorolla (Valencia)
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Pintor Sorolla(Valencia)
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Santander
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W32 W33 W34 W35 W36 W37 W38 W39 W40 W41 W42 W43 W44 W45
Accumulated weekly sales (units)
Back toSchool
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W32 W33 W34 W35 W36 W37 W38 W39 W40 W41 W42 W43 W44 W45 W46
Accumulated weekly sales (units)
+46,5 %
Leadingbrand
Frost
Back toSchool
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10,95 €
7,95 €
Marca más vendida en ElCorte Ingles
Frost
3,95 €
2,25 €
Marca Líder Frost
3,95 €
2,95 €
Marca Líder Frost
Notebooks Refills Binders
Vs. Vs. Vs.
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Design Price
Success
PositioningProduct
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Design Price
Sustainable
success
PositioningProduct
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And we continue working for the forests for all forever!