沃爾瑪?shù)木G色降價(jià)藍(lán)圖
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????沃爾瑪（Wal-Mart）啟動(dòng)了一個(gè)規(guī)模龐大的綠色項(xiàng)目。公司CEO邁克?杜克在2009年就曾經(jīng)表示，這家零售商將設(shè)計(jì)一種可持續(xù)性指數(shù)，來(lái)跟蹤它銷售的每一款產(chǎn)品整個(gè)生命周期的環(huán)境影響。出于許多原因，這將是一個(gè)充滿挑戰(zhàn)的過(guò)程。 ????但在加州拉古納尼古爾召開的《財(cái)富》雜志（Fortune）頭腦風(fēng)暴綠色大會(huì)（Brainstorm Green Conference）上，沃爾瑪山姆會(huì)員商店（Sam's Club）部門CEO羅莎琳德?布魯爾表示，消費(fèi)者們很快就能夠看到這個(gè)項(xiàng)目所帶來(lái)的回報(bào)。沃爾瑪將在未來(lái)12個(gè)月內(nèi)，啟動(dòng)一個(gè)試點(diǎn)系統(tǒng)，為消費(fèi)者提供產(chǎn)品詳細(xì)的可持續(xù)性信息。 ????這個(gè)舉措很好，但它能不能改變消費(fèi)者的行為呢？布魯爾稱，現(xiàn)在已經(jīng)有證據(jù)表明，消費(fèi)者、尤其是山姆會(huì)員商店會(huì)員的行為會(huì)因此而發(fā)生改變，因?yàn)樗麄兊纳畋任譅柆斊胀ㄏM(fèi)者相對(duì)更加富足。山姆會(huì)員商店的顧客一直以來(lái)都樂于購(gòu)買高端產(chǎn)品，如希臘酸奶、草飼牛肉和有機(jī)奶等?？紤]到目前的經(jīng)濟(jì)環(huán)境，這樣的消費(fèi)趨勢(shì)有些出人意料。 ????但即便如此，消費(fèi)者依然希望沃爾瑪和山姆會(huì)員商店降低商品價(jià)格。沃爾瑪2月21日召開收益報(bào)告會(huì)時(shí)，布魯爾在會(huì)上說(shuō)：“我們會(huì)員企業(yè)近期的流量模式顯示，由于當(dāng)前的宏觀經(jīng)濟(jì)因素，消費(fèi)者對(duì)于花錢消費(fèi)更加慎重?！睋Q言之，當(dāng)前的經(jīng)濟(jì)仍然不景氣。 ????可持續(xù)性指數(shù)會(huì)對(duì)沃爾瑪?shù)匿N量產(chǎn)生什么樣的影響？準(zhǔn)確評(píng)估這個(gè)問題仍然需要一段時(shí)間。不過(guò)，有意思的是，這個(gè)零售業(yè)的巨無(wú)霸怎么把它的可持續(xù)性指數(shù)應(yīng)用到食品之外的產(chǎn)品。例如，公司期望截至2020年，提高能源效率，節(jié)省10億美元開支。布魯爾稱公司計(jì)劃利用所節(jié)省的成本，讓沃爾瑪和山姆會(huì)員商店的顧客們獲得實(shí)惠。 ? ??“我們知道年收入4萬(wàn)美元的家庭對(duì)我們來(lái)說(shuō)有多重要，”她說(shuō)?！八麄儽揪蛻?yīng)該花更少的錢買到更好的商品。”（財(cái)富中文網(wǎng)） ????譯者：劉進(jìn)龍/汪皓 |
????Wal-Mart has taken on a massive green project. CEO Mike Duke said, in 2009, that the retailer would build a sustainability index to track the environmental impact for the entire life cycle of every single product it sells. For many reasons, this has been a challenging process ????But soon, consumers will be able to see the payoff, said Rosalind Brewer, CEO of Wal-Mart's Sam's Club division at Fortune's Brainstorm Green Conference in Laguna Niguel, Calif. Wal-Mart (WMT) is looking to launch a pilot system that will offer detailed product sustainability information to consumers within the next 12 months. ????That's fine, but will it change consumer behavior? There's evidence that it will, Brewer said, especially for Sam's Club members, who are, in general, more affluent than the average Wal-Mart consumer. Sam's Club customers are willing to spend on premium products such as Greek yogurt, grass-fed beef, and organic milk on a consistent basis, a surprising trend considering the current economic environment. ????Granted, consumers still want Wal-Mart and Sam's Club to keep prices down. During Wal-Mart's February 21 earnings report, Brewer said, "Recent traffic patterns of our business members indicate that they are more deliberate in their spending due to macroeconomic factors." Or, in other words, times are still tight. ????It will be a while before Wal-Mart can evaluate how its sustainability index will affect sales. But one of the interesting parts of the mega-company's index is how it will apply to projects beyond food. For example, the company wants to increase its energy efficiency in an effort to save $1 billion in costs by 2020, Brewer said, claiming that the company plans to pass on those savings to Wal-Mart and Sam's Club customers. ????"We know how important that $40,000-a-year household is," she said. "They should not have to pay more for things that are better for them." |
