A new report by the World Green Building Council (WorldGBC) reveals that green retail environments, do indeed enhance customer experience and drive greater profit. The report examined the correlation between a sustainable store design and higher revenues for retailers.
It is proven that sustainability strategies on indoor and exterior quality improvements such as good daylight, fresh air, positive views, and connection to the outdoors result in cost reduction for the retailers and enhanced customer experience.
For instance, a green retail hub in Hong Kong, Hysan Place, has demonstrated how a building can benefit its users as well as its neighbourhood through a number of sustainable and cutting edge designs. Among its top green features are “Urban Windows”, the air passages at lower levels of the building to enhance and improve natural air ventilation and air quality. The building is also equipped by hybrid cooling system that utilizes the prevailing wind effect and stacks effect in the cooler and drier seasons to mitigate air conditioning usage and increase energy efficiency.
Lighting is another aspect that is being taken into serious consideration at this building. The building boasts a huge central skylights and side windows, allowing deep penetration of sunlight into the atria while reducing energy consumption. This passive design provides the visitors or shoppers are with rich natural daylight, which may affect their impulse buying tendency.
A number of academic researches and studies revealed that highly stimulating store environments – which may be affected by well-lit areas – can lead to enhanced impulse buying tendency. Results indicated that brighter lightings enable shoppers to examine and handle more products, which may enhance the buying tendency, and it is found that shoppers tend to do impulsive purchases under proper light – which may be enabled by the aforementioned passive design boasting huge skylights and windows.
Other features include extensive coverage of vegetation including green roofs and sky garden, which enable stakeholders cultivate a variety of vegetables every 3 months and facilitate social movements through organic farming for underprivileged nearby communities.
With all of the green design elements combined, Hysan Place is just one example on how retailers can optimize green features in a highly urbanized area, whilst achieving cost efficiency and even improve ways to increase revenues. (AGB.com – DM & SA)