Green opportunity for retailers?

Andrew Ross, DIY in Europe, UK B&Q has made history in the UK as the first retailer to offer domestic wind turbines and solar panels on the consumer market since last year. The wind turbine is a 1 kW model for roof mounting, which is claimed to make a significant contribution to reducing a household’s electrical consumption and CO2 emissions. The solar panels, also designed for roof mounting, come in various models ranging from € 2 100 to € 3 500. Both products require professional installation. Environmental products are hardly new, of course. Homebase has also expanded its eco-friendly product offering this year, and the products are now grouped together with a range of helpful information on the company’s website. The campaign is designed to educate consumers on the purchase and use of environmentally-friendly products. Three separate platforms are set out: saving water, saving energy and sustainability. Focus and Wickes have likewise been involved in environmental initiatives at home and abroad. The latter is especially concerned to demonstrate that its timber comes from FSC (Forest Stewardship Council) – certified sources. So is this “green” area just a passing fad, or is it something the retailers are serious about? Is it an area fraught with pitfalls for retailers? Certainly there are dangers, particularly with new types of product line such as wind generators. B&Q say that their wind turbines have rapidly become their best-selling product line by value. However, there are also reports of consumer dissatisfaction due to turbines being installed in areas where there is not enough wind. But where would we be without such pioneers of alternative energy products? It is quite possible that in a few years there will be many more alternative energy products available which are smaller, cheaper and more efficient than today’s versions. Nevertheless, without pioneering companies like B&Q, who put such products into the consumer’s hands for the first time, we will never achieve that. So we should be proud of the role our industry is beginning to play in bringing alternative technology to the mass market.