Presentation of the Life + Information and Communication Project COLLECT+ (LIFE/11/INF/FR/730) January, 23rd, 2013

Transcription

1 Presentation of the Life + Information and Communication Project COLLECT+ (LIFE/11/INF/FR/730) January, 23rd, 2013 avec le soutien de la Commission Européenne Supported by the European Commission Collect+ Projet Collect+ Project - LIFE11 /INF/FR/730

2 Agenda Casino Group key figures Context and objectives of the project Communication about the project Key factors in the success of the implemented plan First results Next steps avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

3 Agenda Casino Group key figures Context and objectives of the project Communication about the project Key factors in the success of the implemented plan First results Next steps avec le soutien de la Commission Européenne 3 Projet Collect+ - LIFE11 /INF/FR/730

4 Casino Group, international scope Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730 4

5 Casino Group, key figures Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730 5

6 Casino Group in France 110 hypermarkets employees 5,6 billion in supermarkets employees 3,6 billion in 2011 Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

7 Agenda Casino Group, key figures Context and objectives of the project Communication about the project Key factors in the success of the implemented plan First results Next steps avec le soutien de la Commission Européenne 7 Projet Collect+ - LIFE11 /INF/FR/730

8 In France, only 1 out of 3 products is recycled In France, collecting rate of used products remains low : 30% Existing regulation to organise and raise recycling of used products Directive 2006/66/CE on batteries and accumulators Directive 2002/96/CE on WEEE Grenelle de l environnement (French regulation) Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

9 While recycling helps significantly to reduce the impact of these products on the environment On average 80% of the raw materials from these products can be reused and recycled in order to reduce their environmental impact Recycling helps: Less possible pollution linked to toxic or dangerous components Less new resources taken from the nature The raw materials from these products can be recycled and reused to make new objects Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

10 Which products are concerned? Batteries and accumulators Cell phones Small electrical and electronic appliances Ink cartridges Energy-saving light bulbs Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

11 Waste sorting is a concern of French people The waste sorting is one of the first expectations of French when it comes to responsible consumption (Sofres study): 84% of French assure to sort their waste at home 73% of French are committed to preserving the planet's resources in their daily behavior. The supermarket is considered as the appropriate place to bring used products Gestures sorting still unrecognized by customers who take the recycling bins for garbage (63% of French declare they don t know the value of participation in a collection of batteries - IFOP survey 2011) Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

12 The objectives of the Collect+ project 1. Promote better management of used products for a more efficient use of resources Collect + project contributes to the EU target aiming at increasing the use of recycled waste as a new resource. 2. Make consumers more sensible and encourage them to adopt the good gestures to recycle their used products Make the clients and staff stores aware of these issues Give meaning to the act of collecting and sorting for customers and store staff Improve the knowledge of at least 8 million French on the issues of collection and recycling of old / used products and their impact on the environment 3. Increase the collection of used products The project is expected to increase by 25% the total amount of collected waste Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

13 The actors of the Collect+ project Several entities of Casino Group are involved to provide staff training, implementation of the device store and communication around the project Active Sustainable, NGO based in Brussels, dedicated to the promotion of sustainable development through information, knowledge and experience sharing through networking of local and global actors. Eco-organizations, private companies approved by the State responsible for the collection and control of the processing of used products have also been involved from the beginning of the project. Each type of product is recovered by different eco-organism. Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

14 To meet the project objectives, Casino Group and its partners set up two important information and communication campaigns within 400 stores (hypermakets and supermarkets Géant Casino and Casino supermarkets) Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

16 Concept of the communication campaign A concept proposed by an agency specialized in sustainable development Validated by eco-organisms, as well as Marketing, Communication teams, and the CSR Direction of the Group. Powerful grip Individual citizen act is replaced in a more global context Universal messages,easy to understand and accessible to everyone Visuals out with visuals usually present in stores Simple pictograms to illustrate the concerned used products A modern and colorfull creative concept Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

17 Communication tools are based upon this concept Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

18 Simple and pedagogical animation tools Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

20 A diversified project team that respects internal classic processes The project team includes : Operational teams responsible for stores monitoring An environmental manager Marketing Executive with communication and studies experts CSR management Training experts An administrative and financial management A Steering Committee monitors the progress of the project Regular meetings and an online internal website for sharing information are established avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

21 A 360 communication plan to emerge the store Banner commercial leaflet 5,8 million Posters, totems, information leaflets Digital plan on the banners websites, social networks and Newsletter More of 1,7 million of impressions of Collect+ message during the campaign Intern radio ad Animations in the hypermarkets Information message on cash tickets during the campaign Corépile society in charge of collecting batteries gave us little cardboard boxes to offer to customers All communication tools are made with recycled paper and vegetal inks avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

22 Within supermarkets Casino St Etienne Nord Casino Saint Claude Casino Supermarché Paris 13 ème (Vincent Auriol) avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

23 Within hypermakets Géant Casino Poitiers Géant Casino Bordeaux Pessac Géant Casino Angoulème avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

24 Training and involvement of store teams, upstream of the campaign The store plays a key role in the recycling device : An online training tool has been developed to inform the store teams on the impact of the collection and remind their mission in this process Management teams were informed to ensure proper dissemination of the project and the commitment of stores Monitoring of stores equipment in recycling bins Inventory of equipment by store Deployment of new furniture Tools to simplify operations: Training tool Sheets methods have been developed to facilitate the collecting work of stores: How to order bins? How to contact an eco-organization when my bin is full? How to install communication tools? avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

25 Animations, essential to convince and motivate consumers to change their behaviors 2 days of animation were organized in all hypermarkets Facilitators formed upstream via e-learning module and telephone conferences avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

26 Internal and external mobilizing subject Dissemination around the project Collect + allows to disseminate messages of general interest carried by the project and make the greatest number of issues about recycling A press release was published in early November to present the project Networking plan was elaborated targeting other actors and players of the project Life + Presentations are regularly organized by Active Sustainable and Casino, with their stakeholders (Ethicity, CSR Europe, Carbone 4, Club RSE ADP, Conseil Régional Rhône Alpes) Internal communication actions in Casino, to raise awareness of 80,000 employees in France Implementation of recycling bins in administrative sites Communication s intranet, internal magazine, TV screens at Headquarters, etc. avec le soutien de la Commission Européenne Projet Collect+ - LIFE11 /INF/FR/730

27 Agenda Casino Group key figures Context and objectives of the project Communication about the project Key factors in the success of the implemented plan First results (TNS Sofres survey) Next steps avec le soutien de la Commission Européenne 27 Projet Collect+ - LIFE11 /INF/FR/730

28 How the operation emerges in the store? The operation emerges in stores, in line with the standards TNS for this type of device. The diversity of forms of information (radio, billboards, animation) allows the operation to gain visibility Customers who leave the store during the days of implementation of the operation: En % Remembers at least one of the 31 OP elements in Géant 24% remembers at least one visual element (poster, brochure, etc.) 22% remembers radio spot 10% remembers seeing the animation No memories of OP 69 Standard TNS: 20% saw at least one visual operation * 25 Remembers at least one of the OP elements in Casino SM 20% remembers radio spot 15% remembers at least one visual element (poster, brochure, etc.) No memories of OP 75 *Visibility of operations in GSS and GSA supported by communication tools Basis : Total customers the days of the operation (599) Q23 Do you remember seeing the following elements on the subject of waste collection? Q24 Have you read the information on the communication tools? / Q25 During your visit to the store today, have you seen the animations, that is to say a person who informs you about the collection of used products? Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 28

29 Emergence of the operation within the stores 2,3 elements seen on average in HM 1,5 elements seen on average in SM 31% de personnes ont vu les éléments en HM vs 25% en SM 22% in HM 20% in SM The radio spot 10% in HM 5% in SM The brochure 13% in HM 3% in SM The totem 9% in HM 5% in SM The banner commercial leaflet 11% in HM 3% in SM The poster 10% in HM 4% in SM The leaflet The stickers on the floor The information board 8% in HM 6% in SM 3% in HM 1% in SM Basis : Total of customers during the operation days Q23 Do you remember seeing the following elements on the theme of waste collect? Significant difference between HM and SM Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 29

30 Reception of a document following contact with the animator The document given by the animator presents a good reading rate (as well as intention to be read) with few people who are not interested: a document that is a real information support for the opération Regarding this document, you Base : received a document in % 2 Read carefully 43 Read quickly 45% of people answering received the document 59% Standard TNS : 25% of recipients read a leaflet received in their mail box Received a document from the animator 50 Not read yet but with the intention to do so 6 No intention to read Basis : Participated to the animation within a Géant store Q31 Did the animator give you a document (leaflet, brochure, etc.)? / Q32 Regarding this document, you would say that Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 30

31 Approval on the global operation The operation is very well perceived by customers, including high scores commitment (scores from perfectly agree above 15%) Participants to the animations are particularly engaged and satisfied. In % Total Please Standard TNS : 70% of the operation in store please Total clients Clients Géant Clients Géant A participé à l'animation Clients Casino SM Tout à fait Plutôt Plutôt pas Pas du tout Ne sait pas Basis : Total clustomers the days of the operation Q34 This information and communication operation on collection of used products please you Significant difference with Total Customers Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 31

32 Perception of the usefullness of the communication tools Information is considered as usefull by store customers, in line with what was observed for this kind of thematic. En % Total Usefull Standard TNS : 85% consider communication supports on the theme of environment usefull Total clients Clients Géant Clients Géant A participé à l'animation Clients Casino SM Très utiles Plutôt utiles Plutôt inutiles Tout à fait inutiles Ne sait pas Basis : Total customers the days of operation Q24C You would say that these communication tools on the collect of used products are Significant difference with Total Customers Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 32

33 Activating the desire to recycle more The operation manages to araise the envy of recycle more, even from customers the most distant with the subject who have not seen the store operation (reminder: they were exposed to the media during the interview) and are less concerned about the environment. The desire to recycle more is particularly high among the participants in the animation. The operation makes me want to sort/recycle more : In % Total Makes me want N'a pas vu l'opération A vu l'opération A participé à l'animation Certainement Probablement Probablement pas Certainement pas NSP Basis : Total customers the days of the operation Q37 This communication operation makes you want to sort / recycle more your used products in the next months Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 33

34 Evolution of customers knowledge on recycling The operation has no impact on customer knowledge in environmental matters but gives them the feeling of being better informed on the subject Customers who have basic knowledge about recycling but would like to know more. Total agree In % 98 Recycling can reuse raw materials and manufacture new items 97 Before the store operation Recycling reduces the environmental impact I appreciate that retailers and brands invest in environmental protection During the store operation 90 By recycling, we avoid any pollution related to toxic components Recycling avoids the procurement of new resources We are sufficiently informed about the products that can be harmful to the environment 49 Basis : Whole Q1 I will quote different sentences regarding environment and recycling. Tell me in which extent you agree. Significant difference with the phase before the operation Quel est l impact de votre opération «collecte des produits usagés» en magasin? TNS 34

35 To conclude Customers are already well aware of environmental issues and involved and declare to recycle regularly (especially household waste) Additional expectations reside on the products information if they can be recycled and its degree of harmfulness. If the battery recycling is well understood and applied, sorting and recycling of used products is less well known. The operation has a good visibility above the standard: 25% of clients in SM / 31% of customers in HM saw / heard at least one element of the operation, a high level given from the deployed device on a non-promotional operation. Visibility is quality: 15% to 22% of customers read the content The content is perceived as interesting and clear and manages to create engagement around recycling The animation can provide additional information and encourage further desire to recycle Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

37 Next steps A second communication campaign will be implemented within the 400 participating stores from March 27th to April 6th, 2013 A similar plan will be set up in the stores, along with a store challenge to encourage store teams to develop new tools or animations to encourage their customers to bring their used products within the stores The campaign will take place during the Sustainable Development Week (2013 theme : energy) and will introduce sustainable development and energy efficiency The communication and dissemination plans will be strengthened the monitoring of the impact will be maintained, including new surveys and the follow up of collected quantities Supported by the European Commission Collect+ Project - LIFE11 /INF/FR/730

38 Thank you for your attention! Questions / Answers avec le soutien de la Commission Européenne Supported by the European Commission Collect+ Projet Collect+ Project - LIFE11 /INF/FR/730