CSR STRATEGY DEPLOYMENT
GreatArt is the British sister company of Gerstaecker, European leading art supplies retailer. Acting as a major mailorder company in the United Kingdom since 2001 with an e-commerce website, a catalogue and several prints, GreatArt was looking to open their first retail store in Great Britain, in London.
GreatArt wanted to master their social impact by initiating a CSR strategy (corporate social responsibility).
The CSR strategy deployed for GreatArt is mainly focusing on three orientations:
donations to art clubs, charities and other actors of the community;
waste recycling and end-of-life products take-back procedures.
First, we worked on prioritising actions in order to answer our teams' and customers' expectations. The second step has then been to run awareness campaigns towards the teams and especially their managers to highlight the strong link between a CSR strategy and the profitability of the company. As always, it is crucial to stay ROI oriented.
In order to illustrate the three main orientations of GreatArt's CSR strategy, please find below some examples of actions taken.
Employees' well-being: GreatArt aimed to offer high standards in terms of health and safety and employment law, working remotely schemes, flexibility in terms of holidays and time off, caring management, implementation of bonus schemes, workstations ergonomics, gender equality, trainings, factory tours, zero-interest loans, cycle scheme, promotion of artistic profiles among the teams and support to their projects (zero-interest loans, free advertising...), creation of living spaces for the teams, free hot drinks and regular snacks, fruit baskets...
Donations to art clubs, charities and other actors of the community: free art materials, free provision of premises, support to the logistic and the organisation of events, free advertising and communication, special discounts... for partner artists, partner art clubs, charities, actors of the social and solidarity economy, schools...
Waste recycling and end-of-life products take-back procedures: recycling of cardboard, paper and plastic, implementation of a sustainable and incitative take-back scheme for end-of-life products (brushes, tubes of paints, spray paints)...
Results are very positive! The deployment of a CSR strategy is unfortunately too often neglected but its advantages are numerous:
increase of teams' productivity and performance;
better customer service, attentive, listening and caring teams;
foster positive word-of-mouth;
generate traffic to store;
generate additional sales...
An efficient CSR strategy can be compatible with a ROI approach.
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With mkngconsulting, I act as an Off- & Online Retail Consultant.
What do I mean by off- and online retail?
Over the past decade, we heard a lot about adopting a "multichannel" or an "omnichannel" strategy. More recently, we have been using the terms "new retail" or "phygital" or even "smart phygital". In the long run, it seems we are trying to label in a new way what is retail and what retail has become over the years: global and interconnected.
Offline on one hand, with every tangible elements, materials or human ressources: a catalogue, print materials - promotional or not -, employees, a retail store, a pop-up store, presence - mercantile or not - on a fair...).
Online on the other hand with all the elements of a digital strategy: with a website - ecommerce or not -, an online store on a marketplace, a blog, emailings campaigns, an affiliation programme, presence on search engines - paid or organic -...).
I truly believe there is a need to highlight those two aspects - off- and online - as part of a retail strategy, now and in the future.