STAGE 1

waste not want not

grace cooke, fash3001, stage 1, n0376518

1

contents 4

waste the problem

intro

6

2

1 234 seperate bookelet

1-11

12-17

18-23

23-30

9

why are receipts worthy of further study?

Consumers and companies- the e receipt conflict

14

1013

are there improvements to be made to receipts?

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guilt free trend

mpany co nsumer 18-21

appendix 23 references 44 bibliogrpahy46

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4

T

he UK fashion and textile industry wastes 70 million tonnes of water, with a further 90 million used in the production process. In addition to this the industry is responsible for 3.1 million tonnes carbon emissions and 1.5 million tonnes of solid waste in the form of discarded and unused threads, fabrics and clothes.

(WasteOnline,2011,Online)

introduction Waste in the fashion industry is on the increase with the rise of fast fashion; the quick and cheap manufacturing of the current trends taken from the catwalk to benefit the mainstream consumer. Consumers and companies however deal with waste as an after thought and therefore it is put to he back of minds. With clothes becoming cheaper, overconsumption is on the rise, fueling the need to make room for the new, creating waste in the process.

Although some environmental gains made by the fashion industry’s sustainability initiatives – a dose of energy-efficiency and a sprinkle of water savings, a shred of improved recycling they become lost when faced with the overconsumption of the 21st century. It hasn’t gone solely unnoticed with the government realising action needs to be taken to reduce the use of one use plastic bags over the whole retail sector with the first government enforcement of the bag levy to be introduced in 2015. This initiative sees a 5p charge for plastic bags at the point of purchase in supermarkets and large stores. The food industry are also starting to re-evaluate their strategies, driven by the feedback from consumers on their over packing. Firms and stores are working hand in hand to cut down on excessive food packaging. An example of this is Sainsbury’s supermarket beef product called Taste the Difference Beef. The product comes in a plastic shrink-wrap, but also is placed inside a plastic tray with a transparent plastic lid and surrounded with a cardboard cover. After facing legal action from the trading standards the supermarket has reduced the packaging of this product to just being shrink wrapped.

The heavily publicized need to tackle the waste problem has forced some brands to become attentive to change. There are those who are already making improvements, establishing waste management plans for their brands. Marks and Spencer with their introduction of the campaign ‘Plan A, Cause there Is no plan B’ Introduced in 2007 Plan A sees the brand working with its customers and suppliers to combat climate change, reduce waste, use sustainable raw materials, trade ethically, and help our customers to lead healthier lifestyles. (Marks and Spencer, 2007,Online) There are many areas to this topic, but there are plenty of opportunities to expand and capitalize on existing ideas to start to make consumers and companies aware of the fact that it is not just waste in relation to garment disposal that needs tackling.

I wanted to focus specifically on paper, cardboard and plastic waste as when researching this issue I found that the central problem highlighted was that of material waste, therefore I believe that I have found a new topic that could be capitalized on.

This report is going to explore the problem of paper, cardboard and plastic waste in the fashion retail industry and highlight an area that is most in demand for a solution to help reduce its waste. It will also assess whether the opportunity for change will be accepted, and who to address the solution to; consumer or company.

5

waste the problem To gain a better perspective of the waste that the fashion industry produces I have highlighted 4 main areas that I think contribute to the high level of paper, cardboard and plastic waste. These areas are: packaging, visual merchandising, bags and receipts,.

1

6

Packaging

234 Visual Merchandsing

Bags

Receipts

7

landfills will be

full in

8

4 years

(Government policy, 2013, Online)

why are receipts worthy of 9 further study? receipts

I would like to further look into the waste that cause.

My research into the four specified areas: visual merchandising, bags, packaging and receipts highlighted to me that the three excluding receipts already have or are imminently going to have measures put it place that will help the levels of paper, cardboard and plastic waste produced. Introducing a new measure will either counteract the measures already in place or bombard consumers with information. There simple isn’t room for another initiative. My initial research into receipts showed me that with the introduction of the e receipt consumers and companies are showing interest to look into options to reduce or even eradicate the paper receipt. I would like to further research whether there is room for an alternative as well as the e receipt.

19,000 gallons to produce 1 ton of paper equates to more than 1.2 billion gallons of water used in the production

10

55,00o receipts

A Receipt is memorializing the transaction.

Having a tangible item gives consumers a sense of security in the form of the receipt being a proof of purchase and a guarantee for an exchange or return of the items purchased. However of people involved in the focus group that was carried out, said that a lost or damaged receipt had prevented them from returning an item, and on reflection said there should be another option rather than having all the rights on just a piece of paper.(see appendix)

98%

are there improvements to be made to receipts?

11 nt f co2 o

ou

am e

th

When returning or exchanging an item merchant’s treat the transaction as completely separate, therefore printing a second receipt. Not only does this give the consumer another document to look after but also contributes highly to the amount of receipts given out and therefore the overall waste they cause.

emitted by producing one ton of receipt paper is equivalent to the amount of exhaust a car emits while driving for an entire year.

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figure.10, Own Image, 2014

Retailers are feeling the pressure to create an in store experience to keep consumers interested by incorporating the latest high-tech features. Many of these have been hyped as the latest revolution in electronic shopping software agents, discussion forums, online auctions, multimedia, 3-D shopping, text chat, and voice chat, among others. From the customer’s perspective, they fall in the netherworld of indifference.

Most consumers don’t care if they are provided or feel they are not imperative. In some cases, shoppers are happy with an existing alternative. In others, the technology is seen as not sufficiently developed. Many of these innovations will require significant refinement and consumer education to deliver their benefits.

(Williams, Larson, 2000)

The same research discovered that

88%

of consumers feel a must have feature that in store shopping has to have is a printed receipt.

Receipts are the last things that remind shoppers of the conventional shopping trip.

As mentioned previously the rise of the e receipt is collecting pace.

With opting in for an e receipt gives the company the opportunity to use this as a marketing technique and add the consumer to their mailing list, consumers that have experienced this find it highly annoying as they feel it is an invasion of their privacy.

However the e receipt companies argue that the original email has been requested by the recipient, therefore consumer driven content doesn’t seem like spam.

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Consumers and companies- the e receipt conflict

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An opposition to the e receipt is that consumers feel they have less control if they don’t have a tangible item. In a study carried out by the American University in Dubai on hoarding behavior and attachment to material possessions.

The study shows in investigating the underlying reasons for accumulating objects and resisting dispossession, informants showed evidence of being reflective consumers who perceive throwing away as a threat to memory, to security, and to historical and ecological preservation.

The conclusions drawn from the research first confirms current literature regarding the role of possessions as symbols of interpersonal ties with others and as a cue to past experiences. Secondly supports those possessions provide a sense of security to the owner. Finally, reinforces that preserving material objects cultivate a vision for the future. Ultimately, informants’ motivations to accumulate, to keep, and to not-dispose of objects reflects a desire to reassemble the fragments of their temporal experience into a unique space where memories, present, and life projects join together. (Cherrier, Ponnor, 2010, p8-23) An object can be a stimulus to conjure up a certain emotion.

(Lane, Nadel, 2000) There are many studies that pull upon this thought process, in the way a human can conjure up a certain emotion when faced or given a certain object.

There have been many links that provide evidence that a stimuli can cause emotions tend to be systematically linked. And that people who share the same social or cultural background would react with similarities to a given stimulus. In consideration to receipts the sense of security to the consumer in relation to the option of returning or exchanging of the goods would be the most prevalent in consideration to these studies. However depending on the items/experience/service purchased the receipt could be the stimuli to evoke any type of emotion.

an a to a

object can be 15 stimulus conjure up certain emotion (Lane, Nadel, 2000)

Guilt free consumption A new trend that has been identified by the trend forecasting company trend watching is the ‘guilt free consumption trend’ which I feel could align with this idea well. Trend watching defines this trend as: Fuelled by a pervasive awareness of the conflicts between their consumerist impulses and their aspirations to be ‘good’, experienced consumers are increasingly wracked with guilt. The result? A growing hunger for a new kind of consumption: one free from worry (or at least with less worry) about its negative impact, yet that allows continued indulgence.

16“

When presented with the statement ‘I feel guilty about the impact I have on the environment’, 28% of global consumers scored themselves 4 or 5 (out of 5, with 5 being ‘strongly agree’).

”

(Mayell, 2004, Online)

45%

42%

indians

40%

brazilians

chinese

23% british

21%

americans

scored themselves

4/5

2.5 billion

aspirational consumers

desire for responsible

love of shopping

consumption

78%

trust in brands to act responsible

92%

1 2 3

17 58%

guilt&self

guilt& planet

By absolving the guilt that the consumer feels towards the environment and encompassing guilt free consumption will hopefully encourage more purpose and direction to the recommendations I have come up with. The consumer won’t have to worry about the values that he/she holds, and the pervasive awareness the actions they take run counter to those values.

information gathered from, trend watching, Online

guilt&society

mp a cons OR

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With any implementation idea who you market it to is the platform that will make or break it. With my idea it would be who is most likely to influence the other; consumer to company or company to consumer, as the combination of both will be needed to make my recommendations work. And as the introduction of these recommendations would involve a change would both parties welcome this?

p any umer COMPANIES HAVE MADE AN IMPACT

16%

CONSUMERS BELIEVE THEY HAVE MADE AN IMPACT THROUGH PURCHASING DECSIONS (Information sourced: Cone Communications,2013)

25%

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figure.11, CVS Receipt, Greunke Greg 2013

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Companies are favouring the introduction of the e receipt as it makes them look like they helping the environment by opting for the paperless option, although e receipts gives them a new marketing channel to utilize; to create and maintain sales. There is something (rather than looking good to consumers) in it for them, if I want to get backing from companies my recommendations need to provide something that companies can benefit from too.

Consumers have a great influence on what companies do, hence why companies rely heavily on consumer research. A prime example of this is the Facebook and Twitter war against the length of CVS receipts. Backing from the social networking site users by tweeting pictures of the lengths of receipts, joining the Facebook group ‘One Million Strong Against Unnecessarily Long CVS Receipts’ created a full blown PR problem for CVS. In response to this social media outcry CVS has now reduced its receipt length by 25%.

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Nearly all U.S. consumers say that when a company supports a cause, they have a more positive image of the company (93%) – up from 85 percent in 2010. Americans say they are also more likely to trust (90%) and would be more loyal (90%) to companies that back causes. Whether and to what extent a company supports
an issue influences a variety of personal decisions as well, including where to shop or what to buy. (Cone Communications, 2013) If I was to capitalise on the fact that these figures are a true or close enough representation of

what consumers might do, by aligning my recommendations with a cause, say re planting trees for instance the information suggests that consumers are more likely to demand the product/ service provided.

22 Figure.12, WRDBNR, 2012

This research has lead me to consider what would be the best option to tackle the waste problem cause by receipts. Whether there is a gap in the market to introduce a new product or service and who to market this product or service to. Please refer to the reccomendation booklet for this information

23 APPENDIX: -DECLARATION FORM -METHODOLOGY -TRANSCRIPTS OF INTERVIEWS -FOCUS GROUP -SURVEY -INFO GRAPHIC OF HOW MANY RECEIPTS PEOPLE CARRY -EMAILS -TUTORIAL RECORD SHEETS

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fcp3

School of Art & Design ba

Declaration Form 2013/14 Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

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Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.

signed .................................................................................................................... date .......................................................................................................................

methodology Primary research: Benefits and limitations, however, arise when finding a gap in the market, the chance to run with the freedom of no boundaries and the self doubt of having nothing to fall back on. Primary research would have to be my safety net. The opinions of consumers and industry professionals are vital for me to back up my points. By targeting both consumers and industry I can identify if there is any correlation between the two that I could utilise on.

- - - - -

Interviewed store assistants about visual merchandising Survey to see whether people keep or re use plastic bags after retail shopping Pack to the future, Packaging industry conference How many receipts do people have in their wallets, spot test Focus group on receipts, and bounce the receipt card idea off them

Secondary research: - - - - -

Government Review of Waste policy in England 2011 Panorama Our Nations Waste Pack to the Future Cone Communications Social Impact Study 2013 Brand Builders report PRS research

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‘

To gain a better understanding of how companies operate in terms of their visual merchadising, deliverires and waste disposal I interviewed 6 store assiants from a variety of high street stores.

questionnaire:

I am a third year student study fashion communication and promotion at Nottingham Trent University. My project is focusing on paper, cardboard and plastic waste in the retail industry, with the view to providing some recommendations to help reduce it. The answers you give below will form part of the research for this research report.

Some or all of the answers you give maybe quoted or included in this report. By submitting feedback you have given permission for me to use it in my project. If you would like to withdraw your comments or have any queries please contact n0376518@my.ntu.ac.uk. Thank you in advance for you cooperation.

1- How helpful do you think Visual Merchandising (VM) is to drive sales in your store?

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2- How often would you say the store you worked in changed their VM? 3- How long will that VM be up for roughly?

4- After the new VM is changed in what happens with the unwanted VM? 5- Does your company recycle?

6- What form does the bulk of your VM come in (pop up, glue together)?

7- What form of VM would you say your store favoured if any? (display boxes, posters, wall hangings, hanging racks etc.)

8- As a store assistant is there any specifics aspects that you would change in relation to VM as a whole in your store?

9- What form do your deliveries come in (box, crate, bag)?

10- Per week on average how many deliveries would your store receive?

11- What is the packaging like for these deliveries, individually wrapped, group wrapped?

12- From your perspective what could be changed to make the delivery process an easier, more environmentally friendly one?

‘

1- Probably the most important factor – it allows the customer to visualize how items can be displayed, match with other items; driving store sales.

2- Moves are generally weekly (Mondays), with an in store visual merchandiser specifically for the store alone, contracted 3 days a week.

3- The VM does not change in terms of what it is; we have the same props, but are just moved round. Currently we have in store for spring launch, fresh tulips, fresh herbs and other dried foods (pasta, granola, sugar) in the glass jars to show off the products. New VM props are sent to store, depending on launch or new season. All VM props are kept to be used for other areas, just merchandised differently.

4- It is kept in the VM store cupboard. Some cases if it is on loan from head office, it will be sent back – this is rare. Or if the VM props are plants or food they are thrown away.

5- Yes, cardboard boxes from delivery are flattened and are picked up on deliveries. Other waste is put into Nottingham council recycling bags that are collected nightly.

6- If it is quite small or flat the signage for visual merchandising is delivered from head office by post. Other visual merchandising comes with the delivers from the depot.

Other visual merchandising materials are normally either plastic or wood. It is made to be quite durable so it can be used again.

7- To display product information (name and price) labels are displayed in front on the item in Perspex – these are distributed throughout the store and have to be constantly on top of making sure they are on display. Signs are sent to show offers or season, which again are displayed in larger thicker Perspex – again has to be made sure they are up to date. There are a lot of woven baskets that are used to display items in. Again depends on season, if the intended look is minimal or cluttered.

8- Not particularly – it all runs smoothly

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9- Crate and boxes – Glass comes in smaller boxes, occasionally items are individually tissue wrapped 10- 4 deliveries

11- All clothing/accessories, towels and bed linen arrive in clear plastic - Glass in tissue and boxes - Room sprays, candles and diffusers boxes

12-Polices are put in place to keep to environmentally friendly procedures, all cardboard is recycled and taken back to a depot when deliveries are dropped off.

The only thing I would change would maybe be how much some items are wrapped. For example glass baubles are wrapped individually in an A3 sizes tissue paper, there seems to be too much wasting a lot of paper.

the white company

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homebase

1- How helpful do you think Visual Merchandising (VM) is to drive sales in your store?

Not that helpful as we are a hardware store people already have in mind what they want to buy. However sale stuff in terms of promotions and offers for items are helpful, if it applies to what the person was looking for or something that’s a necessity e.g light bulbs 2- How often would you say the store you worked in changed their VM? We don’t change the VM very often, the only times we would change the overall VM is seasonally e.g Christmas, other than that its just different shelf labels and point of sale at the tills.

3- How long will that VM be up for roughly? N/A 4- After the new VM is changed in what happens with the unwanted VM? The Homebase I worked for had a system with a local scrapstore. (What’s a scrapstore?)

A scrapstore is like a warehouse where unused items from retail or manufacturers goes. It is sorted out and gets used by people in the community for different things e.g arts and crafts bits for childrens groups

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5- Does your company recycle?

Yes anything that doesn’t go to the scrapstore that can be recycled does.

6- What form does the bulk of your VM come in (pop up, glue together)?

Most of our VM is pop up as its just adding to what is there already, so its easy.

7- What form of VM would you say your store favoured if any (display boxes, posters, wall hangings, hanging racks etc.)?

Posters and shelf advertising 8- As a store assistant is there any specifics aspects that you would change in relation to VM as a whole in your store?

Make it more exciting so it does enhance the shopping experience 9- What form do your deliveries come in (box, crate, bag)?

It depends on the items as we stock a variety of things, but most things come in boxes.

10- Per week on average how many deliveries would your store receive?

3 times a week is standard, but could have more depending on if we need to top up stock or a special order has been made.

11- What is the packaging like for these deliveries, individually wrapped, group wrapped?

Depends on the item, but they are normally well packaged with plastic around the item, depending on whether they are breakable bubble wrap and then the plastic tags around the box to keep it drop breaking during transit.

12- From your perspective what could be changed to make the delivery process an easier, more environmentally friendly one??

Although you have to keep the items safe during transit, the amount of packaging is too much. As it takes time to unwrap everything for us and also has all the plastic bags left over.

‘

1- How helpful do you think Visual Merchandising (VM) is to drive sales in your store?

Very important, almost as important as the products you are trying to sell 2- How often would you say the store you worked in changed their VM? Every 4 weeks or less 3- How long will that VM be up for roughly?

Around 3 weeks

4- After the new VM is changed in what happens with the unwanted VM? Kept upstairs in the storage room 5- Does your company recycle?

Yes

6- What form does the bulk of your VM come in (pop up, glue together)?

Glue together

7- What form of VM would you say your store favoured if any? (display boxes, posters, wall hangings, hanging racks etc.)

Wall hangings

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8- As a store assistant is there any specifics aspects that you would change in relation to VM as a whole in your store?

No I would say it is very effective 9- What form do your deliveries come in (box, crate, bag)?

Bag

10- Per week on average how many deliveries would your store receive?

1000-2000 Units

11- What is the packaging like for these deliveries, individually wrapped, group wrapped?

Group wrapped

12- From your perspective what could be changed to make the delivery process an easier, more environmentally friendly one??

More group wrapping of products/bigger bags to fit them all in to save excess packaging.

next

‘

topshop

1- How helpful do you think Visual Merchandising (VM) is to drive sales in your store?

In topshop there isn’t any vm signs or graphics around the store on a day-to-day basis, they are only used in the shop window displays. To advertise and promote sales the main use of visual merchandising in the store is done through the mannequins, 2- How often would you say the store you worked in changed their VM? The mannequins are changed daily - as soon as a new outfit comes through the delivery so that the brand new item is promoted to customers.

3- How long will that VM be up for roughly?

The only time that graphics are used is when there are specific offers on such as a sale or a discount day. For example there was a 20% off on shoes and accessories before Christmas and graphics were used as small posters standing on the shoe racks and hanging on the end of arms so customers would know which items are in the deal.

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4- After the new VM is changed in what happens with the unwanted VM? After the deal is over the signs are taken down to the vm room and kept until they are needed again. They would only order more if there wasn’t enough or if they didn’t have the specific sign they needed.

5- Does your company recycle?

Yes

6- What form does the bulk of your VM come in (pop up, glue together)?

Pop up if your talking in relation to graphic signs 7- What form of VM would you say your store favoured if any? (display boxes, posters, wall hangings, hanging racks etc.)

It changes through each trend to be honest, depends what story they are trying to tell.

8- As a store assistant is there any specifics aspects that you would change in relation to VM as a whole in your store?

No, I think Topshop uses their VM well 9- What form do your deliveries come in (box, crate, bag)?

The accessory deliveries come in both crates and cardboard boxes and all the items inside are wrapped in plastic bags 10- Per week on average how many deliveries would your store receive?

Topshop has deliveries everyday except on sundays 11- What is the packaging like for these deliveries, individually wrapped, group wrapped?

I only did delivery for shoes and underwear/accessories but the underwear would come all individually packed with one pair in a plastic bag and then about 5 of these put into another plastic bag – causing more waste by packaging them twice. The flat shoes also come individually packed inside a box.

12- From your perspective what could be changed to make the delivery process an easier, more environmentally friendly one?

If the delivery had less packaging it would make it much more environmentally friendly, instead of packaging individually they could package a bulk of items in one bag which saves using more plastic and also saves time it takes to unpack the items.

Although after deliveries all the plastic and cardboard that was used is then sent back and recycled.

‘

1- How helpful do you think Visual Merchandising (VM) is to drive sales in your store?

Very important, the whole company follows a set layout and identical window and internal presentation of stock. Clothing often merchandised with jewelry and accessories to ‘get the look.’

Merchandising of the queue barrier is important to encourage more sales at the cash desk. ‘Hotspots’ such as the front of the store or focal points are merchandised with the newest, best selling, most on trend stock. Signage is important to promote sales, reductions or to offer alternatives such as gift vouchers.

2- How often would you say the store you worked in changed their VM? Every season major window and internal merchandising (mannequins and table displays which are key looks/trends stay the same) but layout and internal displays change regularly even from a day to day basis when there are new lines delivered or simply, when the stock runs out.

The signage for sales or Christmas promotional are usually kept and used every year so only replaced when damaged or want a new look.

3- How long will that VM be up for roughly?

Clothing could even be a few weeks if it is a key piece or a company best seller. Window displays and large press images in the store last a season. Stock used in the display totally depends on what is new in the store, whether it is selling well etc. It is very dependent on what it is, time of year etc e.g. Christmas vs summer.

4- After the new VM is changed in what happens with the unwanted VM? If it can be reused it will be (general signage etc) but if it is decoration particular to that season it is given to the staff or if no one wants it, it is thrown away.

5- Does your company recycle?

Yes, plastics and paper then any other waste is thrown away.

6- What form does the bulk of your VM come in (pop up, glue together)?

VM equipment and large graphics used around the store arrive in a delivery flat packed in cardboard boxes or rolled into tubes Small boxes with price information on (e.g. tops £5) are flat packed and reused. The signs have a photoframe type stand that pops out so it can stand up. Large signpost graphics that hang from the bars on the wall have holes drilled in and hung up with small metal S-shaped hooks.

All signs are stored for future use and are only thrown away if they are too damaged (usually made from cardboard) There are small plastic signs with price points on e.g. denim from £25 placed on the specific department which are reused. During sale, price points on the Sale signage is changed to reflect the best deal and this is bluetacked to the sign.

7- What form of VM would you say your store favoured if any? (display boxes, posters, wall hangings, hanging racks etc.)

Cardboard wall hanging.

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8- As a store assistant is there any specifics aspects that you would change in relation to VM as a whole in your store?

I am not particularly involved in Vm’ing so its hard to say.

9- What form do your deliveries come in (box, crate, bag)?

The majority is plastic crates which are reused and cardboard boxes which are flat packed and recycled.

10- Per week on average how many deliveries would your store receive?

5 days a week (every day bar Tuesday and sunday)

11- What is the packaging like for these deliveries, individually wrapped, group wrapped?

The stock is individually wrapped in plastic bags. If the t shirt or jeans have a creased look, they are scrunched and tied with a scrap of fabric.

Foam padding is sometimes used around fragile items such as jewellery or if jems are used on a top.

12- From your perspective what could be changed to make the delivery process an easier, more environmentally friendly one??

No cardboard boxes and all items in the boxed wrapped together rather than individually. Understandably it is to keep the stock clean and in tact but an alternative which still achieves this would be the most environmentally friendly.

river island

survey After a retail shopping trip do you ...

blank

34

If keep why e.g use as a bin liner, like the bag?

After a retail shopping trip do you ...

completed

If keep why e.g use as a bin liner, like the bag?

Depends on the bag Tesco’s : bin liner.

Designer brand keep just cause its nice

35 keep 18.46%

throw away 18.46%

re use them 63.64%

2

15

18

7 5

36 1

12

7

wallet test When asking consumers what they found most annoying about receipts, they said “ that they fill up my wallet, and make me think i have money, when infact i dont� To test this theory, I asked 20 people to open up their wallets/purses to see how many receipts they carried around with them. The total amount of receipts was 152, and the average totalled 10 receipts per person, although consumers said that they constantly are finding them in the bottom of their bags or coat pockets.

1- 12 2- 3 3- 20 4- 7 5- 1 6- 5 7- 18 8- 2 9- 7 10-13 11- 8 12- 4 13- 19 14- 11 15- 5

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focus group 1- 2- 3- 4- 5- 6- 7- 8-

Amanda Douglas, 21, Student Iona Thomson, 20, Student George Curie, 20, Student Lizzie Conley, 20, Student Tom Rees, 24, Fulltime Employment Aoife O’Connor, 20, Student Zoe Tarren, 20, Student Paige Birley, 20, Student,

P- participant F- Facilitator 9- 10- 11- 12- 13- 14- 15-

Annabel Prentice, 20, Student Ursula Byrne 60, Retired Mina Burt, 93, Retired Mark Rivers, 30, Fulltime Employment Hollie Hobbs, 21, Student Nicola Wheldon, 35, Stay at home mum Hazel Burt, 29, Part-time Employment

My project is researching into paper, cardboard and plastic waste created by the retailed industry. Through my research I found that receipts created a lot of waste and consumers found them annoying to deal with. With this in mind I have come up with the recommendation of introducing a ‘receipt card’. This card would work like a loyalty or account card. The card would be linked to a consumer specific account that both the consumer and the company could access. The account would itemise transactions exactly like a receipt would, and give the consumer exactly the same rights in terms of exchange and return policies; 28 days to have a full refund of the item.

The program could have optional features such as reminders set up to phone or an email to remind said consumer of items that are coming up to the return deadline. Although retailers may be opposed to this idea as the lose of a receipt or simply the consumer forgetting to return the item means the keep the revenue made on that purchase.

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Baring what was just said, what are your thoughts on the idea:

P.13- This is the same idea I came up with for my dragons den idea module at uni, so I obviously think it’s a good idea, I did mine so you could top it up with money

P.7- I was about to say the same as F.- Out of all of you, with a quick Lizzie I think it’s a great idea cause raise of hands like this idea?

I always forget to return stuff but shops will probably hate that part Answer: 100% yes

P.6- That’s a good point, actually companies do quite well with their P. 4- So is this for companies only policies about having to have a or the general public receipt with return stuff unless its faulty so affects your rights, whereF- For the public, I would provide as now everyone can return stuff the service that companies would put into their stores for consumers to whenever. Could even wear stuff have use. and keep the tags in and return it.

P.4- Ok, I think it’s a really good idea, receipts are so long. Only thing is you’d have loads of cards for each different store? Like receipts you only keep if I’d intend to return something else I throw them. Also shops might not like the idea of having reminders to return something as the probably gain lots of revenue for people forgetting to return things (again basing on me) But enviro friendly and everything and very efficient

P.10- Well that’s disgusting in itself, but they could still have that option with the card if it was untraceable that they had worn it. I think it’s a good idea, the countless times I have lost receipts, and its always the ones that you don’t need that you find like the receipt for the coffee you knew you had after buying the top you need to return. I know this doesn’t apply directly but you need to consider how this would translate when people do their taxes, as receipts are key players in this process.

F.- Out of all of you if this was an option given to you by retailers would you use it?

Answer: 85% yes 15% no: In theory they like the idea but they wouldn’t initially take the idea up, would have to see how it would go and if it was successful after say 4-5 months when the problems would be ironed out then they would consider it.

P.11-I don’t feel comfortable not having a receipt what I have been used to all my life and the change just doesn’t seem necessary

P.5- You would have to be careful about is you would have to be sure that no-one could copy your idea to ensure that it remains unique and the only option for stores to use. This could be effected by registration of the idea, possibly with the patent office.

If it was me I would like to trail it for a month and see what I thought, something you could consider doing.

P.15- As a busy mum this is a brilliant idea as anything to save time is always welcomed, however something you would want to think about is the look of the card to make it distinctive. I have so many card, payment, loyalty, food cards etc something that would stand out and scream at me that that was the card I needed would be really good.

P.14- I second that.

P.9- Yeah that’s true because there are emerging things to tackle this problem like apps so the receipts so to the persons email. A bit like the way Apple are doing things P.8- Yeah I like it at Apple, although they introduced it quite awhile ago therefore it was new and exciting P.1- Good to have a loyalty system. You could link it to maybe like the boots points something like that also could potentially link it into green peace etc as one of your mains pros: sustainability and trying to save the environment.

P.2- One thing are people going to want to always get rminders about the items they have brought? What if they are happy with the item and the option of returning isn’t necessary, maybe that could be an option after you buy it, you can choose whether your undecided on the item or not.

P.12- Say if you introduced a buy in option for companies this might work, although I agree they might not like the fact that returning the item is always possible, maybe you need to come up with an incentive for the companies to outweigh this.

P.3- Have you thought about the technology that would be needed that would make this idea possible.

It would probably come at a high cost of the company? Or it might be something you could look at integrating into their existing systems as they already have the card reader.

F.- Thank you very much for that, got some really insights and things to go and think about. I have a second recommendation that is a little less developed so you will have to be open minded. Basically there is a paper that is water soluble so is decomposes when it touches water.

My idea was to swap the paper that receipts are printed on to this.

What are peoples thoughts?

P.11.- The thing that I find annoying on paper receipt is the font is so small it makes it almost impossible to read. This is something that you could think about maybe applying it to this idea.

F.- Okay well lets take a poll again, raise you hands if you like this idea?

30% yes 70% no P.12- Is the quality of the paper just like normal and with it being water soluble what is it like to print on, could you use water based inks or would this dissolve the paper?

P.10- I think that a change in paper would be beneficial as there has been a lot of press of later that highlights the health affects that thermal paper, the paper that receipts are printed on to that moment. However I don’t think water soluble would be the best, could you not just use recycled?

39

P.1- I agree I think changing it to such a complex paper would have so many negatives that you would have to think about dealing with, recycled paper would be better.

P.3- This option is good because it caterers for the people that aren’t that forward thinking when it comes to technology, P.11- Nicely put

P.14- The problem is what is the receipt came into contact with water before it was finished with. Say it was raining on your shopping trip?

F.- Out of a show of hands who thinks that the water soluble paper is too advanced and recycled paper would be the better option?

P.4- I like the general idea its kind of like magic which brings a fun element to it but you would have to develop the idea a lot further

85% recycled paper is better 15% water soluble paper F.- Thank you everyone for your cooperation in this focus group.

EMAILS Will hines Re-Seed Hi, I read the article that features your business on the Huffington post and found it really interesting. I’m a student at Nottingham Trent University study Fashion Communication and Promotion in my 3rd year.

For my dissertation I’m looking into waste in the fashion retail sector over all areas, but one of the main sections I’m looking at is receipts and how they create a high level of waste, so your article is really helpful. I was just wondering you mentioned in the article that you are/ have approached companies with this idea and was just wondering what response you got from that? Also any consumer fed back you’ve had from your program, good and bad.

If you would be willing I would like to include the information in my dissertation and use your company as a case study, you, your work and company will be fully credited for it of course.

40

I hope you can help.

Thanks in advance Hi Grace, Thanks for reaching out - of course, thanks for considering us and it would be an honour to be featured in your dissertation. If you’d like to Skype about this my username is williamh_ines.

We are in the early stages of product development but things are moving quickly and therefore I should be able to provide some timely information on both consumer and retailer feedback.

Cheers, Will

Hi Will, That’s brilliant thanks, when would be best for you to Skype? I’m free tomorrow if that suits you?

Of course, well any information you could give be would be extremely helpful.

Thanks Grace

Hi Grace, I’m flying out to Hong Kong tomorrow for work so will be in a different time zone for a few weeks. How is your schedule next week during the day?

Cheers, Will

Hi Will, Unfortunately i found your business idea quite late on in my research and my dissertation will actually be at the printers on Monday next week. If its still okay with you I will use your company as a case study in reference to my idea? Any basic info you could send me over email before then however would be greatly appreciated.

Thanks Grace

Will Hines, Founder

+44 (0) 7595 323 822 | Reseed | Say no to receipts @Reseeduk | @willh_ines | LinkedIn Winner of the Mayor’s Low Carbon Prize 2013

41

ILLUSTRATIONS

figure.1, Bayside Photography, (2011) Coke bottles. At: http://www.artfire. com/ext/shop/productv_ iew/baysidephotography/3620618/vintage_glass_ cokeb_ ottlesb_ lacka_ ndw _ hite_finea_ rt_photograph/finea_ rt/photography/vintage

figure.2, Tree Hugger,(2011) Recycled milk cartons, At: http:// www.treehugger.com/

figure 3, Anon,(2011) Puma sustainable packaging, At: http://www. footballboots.co.uk/

figure.6, Kay Sarah Photography, (2013), watch vm. At: http://myfotolog. tumblr.com/post/50597543616/csarah-kaye-photography

figure.7, Hafia Port (2013) Swing tags, At: http://www.behance.net/gallery/haifa-port/10041957

figure 8, Own Image (2014)

figure 10, Own Image (2014)

figure.11, Greunke Greg (2013) CVS Receipt. At: http://www.gundahungry.com/

42

figure 4, Anon, (2012) Coke PET bottles, At: http://www.coca-cola.co.uk/ environment/coca-cola-ecoplastics-recycling-joint-venture.html

figure.5, , Kanji Ishii, Undated, Korner packaging. At: http://theredlist.fr/ wiki-2-16-860-898-31-85-viewbeautiful-still-life-profile-ishii-kanji. html#photo

figure 9, Own Image (2014)

Figure.12, WRDBNR, (2012 At: http://wrdbnr.com/post/32549381568/achange-print-skins-tees-facebook

43

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want not to waste

grace cooke, fash3001, stage 1, n0376518