Interview · Reading time: 3 minutes
Sustainable online shop?!
An interview with Meike Frank
The "online shop" sales channel opened a new, exciting, and above all, responsible chapter for us, because from the beginning it was clear: If we launch an online shop, it will only be if it can be set up sustainably.
In an interview with LANIUS online shop manager Meike Frank, we would like to give you a look behind the scenes.
Meike, how can e-commerce be made more sustainable? Is that even possible?
Yes, that is definitely possible. One thing must be stated upfront: online shopping is an expression of globalization and consumption. Everything is accessible worldwide and just a few clicks away. But just like in retail, there are both conventional shops and platforms online, as well as sustainably oriented online shops.
In this area, sustainability does not only refer to the products offered.
A sustainable online shop includes all e-commerce processes: from the arrival of goods in the warehouse, shipping from the warehouse, packaging materials, the commissioned logistics provider, and of course, returns management.
Keyword packaging - an extremely important topic. How is this handled at LANIUS?
We value recycled or recyclable packaging materials. Our cardboard boxes, made from already recycled cardboard, are reused multiple times whenever possible. Shipping boxes thus get a second, third, or even fourth life and are consistently reused.
In addition, various shipping box sizes allow us to adapt the packaging to the contents, avoiding unnecessary material and transporting parcels in a space-saving manner. We have also minimized paper printouts. Invoices and return labels are sent digitally and can therefore only be printed when needed.
But we also addressed the issue of packaging for individual products a year and a half ago. As part of our #NOPLASTIC initiative, we decided against using newly manufactured plastic and minimized the use of recyclable polybags (these are petroleum-based). The majority of our trousers and scarves are now held together by just a paper band, which saves us an average of 5,000 packages per season.
What do the storage facilities of your online shop look like and to what extent does your logistics company work sustainably?
Our logistics provider operates within a circular economy and sends unusable cardboard to a recycling company. The company is also based in Cologne, which means short distances and a very personal collaboration. We know each other by name and are in constant communication.
Adjustments and improvements can be communicated quickly and implemented collaboratively. The working conditions there, which are often questioned in large corporations, are also verifiable. We can always personally see the respectful atmosphere on site and are regularly in the warehouse. Direct communication is very important and valuable to us.
Which shipping company do you work with?
Our shipping is climate-neutral with DHL GoGreen. As part of the GoGreen environmental protection program, the greenhouse gases generated by transport are offset by a contribution to climate protection projects.
Online shopping is tempting and convenient – we all know that. Often, people order more than they intended, simply because they are unsure whether the size is right.
So, returns management is surely on your agenda too. How do you handle it?
To minimize returns from the outset, a precise and informative presentation of products and all other relevant information that is crucial for consumers' purchasing decisions is essential. We shoot many detailed images and ensure realistic color and material representation. To help find the right size, we provide important measurements for each item and size. This way, returns due to reasons such as unfulfilled expectations or fit issues can be reduced.
With meaningful information on fit, care, and material details, customers can assess beforehand whether the item meets their expectations.
We provide background information on materials, production sites, and sustainable care tips. This relevant content is also important to introduce the customer to the entire concept of LANIUS and thus to the individual product. Excellent advice and direct customer service are also very important to us. We are in daily personal contact with our customers and are happy to help them find the right size and answer questions by phone before ordering, which may make a return unnecessary afterwards.
With this personal service, we also raise our customers' awareness that there are people behind the LANIUS online shop, just as there are behind the counter in any store.
7.5 million items were destroyed by online shops in 2018. These were returns. What happens to returns at LANIUS?
One thing is certain: they will definitely not be disposed of or destroyed. The longevity of our garments is our top priority. In addition, our customers are very careful and responsible in handling the ordered garments; it is almost never the case that a garment is returned damaged or worn. Thus, the processing of returns is an important part of the work of our logistics company. Every return is checked and manually prepared there. If a garment is no longer in perfect condition for sale in the online shop, it goes to our LANIUS Outlet here in Cologne. We also work with clothing-sharing & rental platforms.
