Exclusive Interview
Exclusive Interview ECOTOPTEN IDENTIFIES THE MOST ENERGY- EFFICIENT PRODUCTS As far as the product recommendations are concerned, customers can rely on the green "Utopia empfiehlt" labels, which identify the devices in a product category that are deemed worthy of recommendation on the EcoTopTen. Up until now, the product categories comprised refrigerators, freezers, fridgefreezers, washing machines, dryers, dishwashers, coffee machines and television sets. Guiding Customers in the Energy Turnaround Saturn helps in identifying the most energy efficient products A year ago, Germany’s Saturn stores launched a cooperation with Utopia – Germany's leading platform for sustainable consumption aiming for an “energy turnaround”. Since then the idea has blossomed and spread to a number of product categories. We asked Klaus-Guido Jungwirth, managing director of Media-Saturn Deutschland GmbH where this initiative has come to today… The aim has been to make it as easy as possible for customers to whom saving energy is important to make a decision to buy an energyefficient device or appliance. We also want to persuade other customers that in the medium term, devices and appliances with low energy consumption also offer significant savings potential. Why did you decide to become involved with the subject of energy efficiency? We sell many products that use electricity. We also see it as our job to provide our customers with as much information as possible about the responsible use of resources and point out the advantages of energy-saving devices and appliances. Saving energy is a subject that has become increasingly important to our customers in recent years. On the one hand for ecological reasons and, on the other, long-term operating costs, in addition to the purchase price, are playing an increasingly important role in view of increasing electricity prices. We as retailers are taking this development into account and provide a wide range of energy-efficient devices and appliances as well as competent advice and service. This also includes our cooperation with Utopia. How do the recommendations come about? The independent Öko- Institut determines the most Klaus-Guido Jungwirth Managing Director of Media-Saturn Deutschland GmbH highly recommendable appliances in the categories refrigerators, freezers, fridgefreezers, washing machines, dryers, dishwashers, coffee machines and television sets within the framework of its EcoTopTen lists. At Saturn, these are identified by green Utopia logos and immediately provide customers with an orientation aid when shopping. Are the labels being used within the framework of your multichannel strategy both online and in the stores? Of course! At Saturn, customers will find the Utopia recommendations both online at www.saturn.de and at their local stores. And also when they shop with us via smartphone. In addition, several stores have even set up special Utopia sales spaces where the labelled appliances are displayed. Why is it so important today to establish Best Practices? We recognise that we as retailers of electrical and electronic products can make a relevant contribution to helping ensure that energysaving devices and appliances catch on in German households. To us, this implies a social responsibility that we accept with this cooperation. What are your thoughts/ comments on IFA International, the official daily trade fair paper? The magazine offers me a good overview of the wide range of topics addressed by the IFA and its focal points. A must for every visitor to the trade fair. 24
