Nike’s Sustainable Business Department wanted to raise awareness of sustainability among consumers at the point of purchase. This would help Nike stand out in a very crowded space with a new point of difference. Lots of factors hinder additional marketing/promotion at this level, from retailer restrictions to limited floor space.
I pitched the concept of a system to rate the sustainability of each product through four core levels: water savings, CO2 reduction, recyclability and waste reduction. This allows consumers to quickly digest the unseen benefits of Nike’s apparel at the key 3-5 second selection process.
The system was carried out to a product rating tag implemented alongside the price tag. A new upper rack card was also created with simple, bold definitions of the four factors. We also referred consumers to a Nike URL and an in-store iPad/Kiosk with simple, bold action phrases to make a difference in their purchase.
The end result was a working setup in a local Nike Goddess store to run a 2-week limited test of the program. I designed and produced new tags, shelf cards, signage, and kiosk for the test, along with internal education materials for the staff. The setup was simple with little effect on valuable floor/shelf space. Staff and customers responded positively, and engaged with discussions and the website.