Each year the consulting group Ebeltoft identifies trends and presents cases of excellence in retail innovation. One of the trends 2012 is called greentailing. It is an answer to the increasing importance of sustainable consumption. The company presented as worldwide greentailing pioneer is Rrrevolve, a start-up from Zurich.
Ebeltoft Group is an international group of 19 consultancy companies with a common high level of expertise and focus on retail. Since it was founded the Ebeltoft Group has analysed global retail innovation trends and, since 2005 the Group presents these analysis in the annual publication Retail Innovations that focuses on emerging trends and the most interesting cases worldwide.
One of the trends 2012 is called greentailing. It is an answer to the increasing importance of sustainable consumption. The company presented as worldwide greentailing pioneer on four pages of the Ebeltoft publication is a start-up from Zurich named Rrrevolve.
Rrrevolve is a website that sells a full range of eco-sustainable products. The three Rs in Rrrevolve stand for 'reduce, reuse, recycle', which summarize the website’s philosophy. The company has defined five eco-sustainable characteristics: Organic products: use of renewable resources; energy efficiency; reusing/recycling; Fair trade; To be included in the assortment a product must have at least one of these five characteristics. The product assortment allows customers to adopt eco–sustainable shopping behaviour in many different categories.
Naturally, innovative products like these need to be illustrated in a detailed and educational form: for this reason, besides information cards, there are videos that illustrate the use of the product. Of the 500 products in the collection many are exclusive to Rrrevolve in Switzerland. For example, the home accessories of Studio Verissimo by Portuguese designers or the cardboard furniture by Karton art. The collection is constantly being added to but before a new product can be accepted, it must be personally tested by the company owner Sebastian Lanz.
Two key points of innovationregarding Rrrevolve are mentioned in the publication of Ebeltoft: Integration of eco-sustainability and design and the Eco codes for products. The five eco-sustainable characteristics the company has identified are represented through graphic symbols: each product information sheet bears, along with the description, one or more symbols illustrating the ecosustainable characteristics of the product.
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