Gabriel found himself in a dilemma at checkout – left to carry his groceries in his hands after he was asked, “Do you want a carry bag?” but was not willing to spend more on buying a carry bag after shopping at Carrefour. Many shoppers who have been to Carrefour can relate. It is a somewhat anticlimactic feeling that could tarnish the experience especially for those shopping there for the 1st time.
Do not get me wrong, while it is prudent to acknowledge Carrefour’s noble intentions, the commitment to eliminating single-use plastic & paper bags, however, we must also recognize that good intentions alone are not enough to make meaningful impact or cause behavior change. Through relevant Marketing, it is important to ensure that shoppers fully understand & support these initiatives otherwise ‘slamming’ the customer at checkout with a charge for a carry bag without any prior communication creates a sense of confusion & frustration.
If social media feedback is anything to go by, many shoppers struggle to connect with Carrefour’s environmental initiative simply because it lacks visibility throughout their shopping journey. How about placing standees at the entrance that promote the benefits of reusing carry bags and also communicate their carry bag policy, this way awareness is created from the moment shoppers enter the store…why not use the very carry bags as tools for advocacy?
Placing catchy messages on these bags that highlight the importance of reusing them would turn the very bags into powerful conversation starters and message reminders. Better still, how about introducing a rewards program for shoppers who choose to forgo carry bags altogether, this would encourage sustainable choices while building customer loyalty…the options are many!
It’s crucial for Carrefour and other brands seeking to practice sustainable practices to never walk this journey alone but rather thoughtfully weave these sustainability practices into the fabric of the customers’ shopping experience – otherwise even the road to hell can be paved with good intentions.