What do we mean by "Mindful Deliveries"?
“Packaging & Fulfillment”
When many people think of sustainable ecommerce, their minds go immediately to delivery. While we hope this Framework proves that there's much more to being a mindful ecommerce business than simply making the greenest choices around packaging and shipping methods, it is undeniably a big part of the puzzle.
This pillar explores the ways in which you can minimise the impact of the final journey your products take as they're sent out to your customers.
Plus we will examine the impact that our current culture of returning goods is having on our planet.
Topics include:
Packaging Use
Emissions From Delivery & Returns
Delivery Methods
The quick wins in this pillar offer instant impact. Deliveries are such a huge component of any ecommerce business and it’s important to make every possible improvement to protect the planet.
If this means starting small, that's absolutely fine. These minor adjustments can have a significant effect on your impact.
The big wins in this pillar bring significant changes, bringing significant results. With deliveries forming such a core component of your business, obviously any big changes you can make here are going to pay real dividends to the planet.
Investing some time, effort and resources into this area of your operations ticks a lot of boxes. Not only by reducing your impact, but also by providing a visible example of your progressive attitude and intentions to the public.
Customers will appreciate your direct and tangible point of contact between your business and their experience as they receive their package.
QUICK WINS 1. Have you made efforts to reduce both product and shipping packaging?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT?
Shoppers don't want to receive things in unnecessary packaging, it’s not cool to be wasteful.
By cutting back on packaging you will not only save on materials and costs, you’ll also reduce the amount of packaging ending up in landfill.
Keep things simple but effective – and if you do need to use plastics or a larger quantity of packaging - communicate this to your customers. They will appreciate the effort that you're making to ensure they receive their goods in perfect condition, but not at the expense of the planet.
CASE STUDY: PUKKA
By reducing the weight of their tea boxes by just 1g per carton, Pukka saved 71 tonnes of cardboard in 2019.
2. Do you have any apps or tools on your online shop to reduce returns?
MINDFUL DELIVERIES: EMISSIONS FROM DELIVERIES & RETURNS
WHY IS THIS IMPORTANT?
“You would need to plant 1.5 billion trees to absorb the CO2 from annual ecommerce returns in the US alone.” Gerry McGovern.
Not to mention the money that could be saved. It was estimated that return deliveries in the US cost $550 billion in 2020.
By reducing the number of returns you generate (by helping shoppers to get it right the first time), you can dramatically reduce your carbon footprint and improve your bottom line.
WHO CAN HELP: OKENDO
Review apps like Okendo enable shoppers to learn more about an item from other customers before making a purchase. Detailing “size usually worn” and the “size bought” helps shoppers to make informed decisions - reduces the chances of shoppers returning items later on.
EXAMPLES: ASOS & FINISTERRE
ASOS, Finisterre (who also use Okendo for their customer reviews solution) and other clothing brands are using AI-powered size recommendation tools to help people choose the perfect fit first time.
3. Could you enable customers to offset more carbon emissions from their delivery?
MINDFUL DELIVERIES: EMISSIONS FROM DELIVERIES & RETURNS
WHY IS THIS IMPORTANT?
By offering up the option to offset the carbon emissions from deliveries, customers will become more aware of the impact their shopping decisions have. They’ll become more empowered to take climate action whilst shopping online.
Even if shoppers choose not to offset, you're still raising awareness and visibility of the issue - bringing it to the forefront of their minds.
WHO CAN HELP: CARBONCLICK & ECOCART
EcoCart offer a climate neutral plug-in for online stores - allowing the customer to choose “eco shipping”.
The"Climate Friendly Cart" by Carbon Click nudges customers to make a climate contribution at checkout.
4. Have you thought about incentivizing customers to choose standard delivery or last green mile?
MINDFUL DELIVERIES: EMISSIONS FROM DELIVERIES & RETURNS
WHY IS THIS IMPORTANT?
Customers are used to next-day deliveries at low prices. But in many cases, next-day delivery means the product travels by air which has a higher impact on the planet.
Do people actually need the product to arrive so quickly or is it just more convenient?
WANT TO GET STARTED?
By adding an explainer next to delivery options that shows the associated carbon cost, shoppers may be nudged to choose a more sustainable option. Even the use of “green icons” to indicate green delivery dates that better align with local deliveries, or joining a “last green mile” system can help consumers to make better, more informed choices.
Avoid “FREE DELIVERY” - it isn’t free, it costs the planet! Offering “FREE DELIVERY” over a certain purchasing figure will encourage shoppers to buy more than they need - promoting overconsumption and more waste in landfill.
BIG WINS
5. Do you work with warehouses & fulfillment centres that consider their environmental footprint?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT? If you outsource storing, picking, packing and shipping to an ecommerce fulfilment centre, it's important to know their environmental practises.
Ask if they're using renewable energy, sustainable packaging and materials to ship your products, couriers they use and how they dispose of waste.
PEOPLE WHO CAN HELP YOU: JAMES & JAMES
James & James (an ecommerce warehouse and fulfillment centre), offer a range of recycled and recyclable packaging. This includes mailing bags, book wraps and boxes.
James & James have fulfillment centres in the UK, US and Europe meaning you can find a centre local to your customers - cutting the carbon emissions of the journey your products take to reach your customers.
6. Do you use packaging that is widely recyclable?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT? Packaging is a key concern for consumers. Shoppers are likely to feel let down if you do not enable them to recycle packaging after use. No one feels good about the landfill bin! Could you raise this with your team, so you can start to make changes that will increase your customer approval?
CASE STUDY: SMOL
Unlike most brands that sell cleaning products, Smol is all about eco-friendly, recyclable packaging that's also designed to keep its laundry and dishwasher detergent in tact during transit.
👉 If your packaging isn't yet recyclable, communicate the reasons behind this, and outline the ways in which you're making improvements.
7. Do you provide clear disposal instructions with all of your packaging?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT?
Many shoppers feel unsure about how to recycle packaging and often dispose of it in the wrong way. This isn't good for the world-wide-waste problem!
If you're using an innovative material that people might not assume is recyclable (for example foiled coffee packaging) be sure to really spell out the fact that it is, or your efforts might be wasted!
CASE STUDY: LILY’S KITCHEN
Lily's Kitchen give clear instructions on their packaging and website to help customers recycle their packaging in a responsible way.
8. Could you offer a refill service?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT?
Zero-waste refill shops and stations in supermarkets are taking off and are coming to online retail too! Refill services aren't just great for the planet, if you set up a refill subscription model, you can enjoy a more reliable monthly recurring revenue, too!
CASE STUDY: WILD
Wild is a fully D2C brand making beautiful durable cases for natural deodorant, and sending out refills in letterbox-sized packaging.
9. Could you use reusable packaging for shipping?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT?
When properly executed, reusable packaging is a great option for the planet as well as being great for the customer experience and can enhance your overall brand identity.
It especially works for subscription services and circular business models like Rent the Runway where a return delivery is built in.
PEOPLE WHO CAN HELP YOU: RETURNITY
Returnity partners with brands to help them create reusable delivery systems. Returnity offer expert advice and consultancy as well as returnable bags and boxes that claim to offer the ultimate unboxing experience.
10. Are you sure that the packaging you are using is actually the most sustainable option?
MINDFUL DELIVERIES: PACKAGING USE Are you sure that any "compostable" or "biodegradable" packaging you are using is actually the most sustainable option?
WHY IS THIS IMPORTANT? Helen Bird, Strategic Engagement Manager at WRAP said: “We know from research that 77% of citizens believe that compostable packaging is better for the environment than other types of packaging. However, compostable plastic is still plastic, and it is no silver bullet for solving the plastic pollution.”
Packaging is complicated. We all get that. Shoppers are demanding more sustainable packaging - and fast.
Finding the most sustainable packaging solution takes time, research and expertise. But ultimately, it pays off.
RESOURCE: WRAP
This guidance from WRAP is a good start, but the situation varies from country to country.
You may need to involve an expert packaging consultant to help you navigate the options. CASE STUDY: MONTEZUMAS
Montezumas, a deliciously sustainable chocolate company have recently changed all of its packaging to either 100% recyclable, compostable or biodegradable! This is not an easy task, find out how here.
11. Is your product packaging made with recycled materials?
MINDFUL DELIVERIES: PACKAGING USE
WHY IS THIS IMPORTANT?
Avoid using virgin resources and materials - check. Divert waste from landfill - check. Prevent plastic pollution - check! Using recycled materials to begin with in your packaging is an instant win.
It should form the basis of the decisions you make around your packaging choices.
CASE STUDY: ECOVER
Ecover has begun rolling out bottles made with 100% post-consumer recycled and recyclable plastic.
CASE STUDY: NATURAW
Naturaw, a dog food company use tubs made from plastic free, recycled sugarcane that are completely compostable - breaking down within a few weeks.
12. Could you reduce the amount of deliveries sent by air?
MINDFUL DELIVERIES: DELIVERY METHODS
WHY IS THIS IMPORTANT?
Air travel is responsible for a huge amount of carbon emissions from deliveries. Favouring alternative shipping methods like road, rail and sea can cut your emissions significantly. Again, delivery times will factor into this, so remember to educate your customers with regard to the ecological footprint of their delivery choices.
PEOPLE WHO CAN HELP YOU: DHL
If you're looking for some inspiration to get you kicked off, DHL offers these 'GoGreen' solutions.
13. Could you set up more localised distribution centres?
MINDFUL DELIVERIES: DELIVERY METHODS
WHY IS THIS IMPORTANT? Online retailers, many of which are global, usually have a few sparsely located distribution centres that may be thousands of miles from people's homes. This means packages have to travel further, meaning more air miles and higher emissions.
CASE STUDY: ASOS
ASOS opened a fulfilment centre in Atlanta, meaning it could fulfil more orders for its US customers locally.
These US orders were previously being flown from the UK so they've reduced emissions by 18% per order in 2018/19.
15. Could you set up more localised parcel collection points and nudge customers to use them?
MINDFUL DELIVERIES: DELIVERY METHODS
WHY IS THIS IMPORTANT?
By encouraging people to get out and collect their parcel from a local collection point, you'll be hugely reducing the 'last mile' delivery your packages must travel. These emissions are particularly harmful for city centre areas, where additional delivery vehicles on the road can lead to more congestion and greater carbon outputs.
CASE STUDY: PARCELLY APP
The Parcelly app enables shoppers to choose a convenient local collection point at checkout - preventing failed deliveries and reducing the number of delivery journeys. This improves air quality and makes our neighbourhoods healthier places to live. Parcelly also donates up to 5% of each order to reduce the carbon footprint. Find out more here.
16. Could you switch to a fully electric fleet for deliveries?
MINDFUL DELIVERIES: DELIVERY METHODS
WHY IS THIS IMPORTANT?
Ecommerce sales are rising and that means a lot more vehicles on the road. Electric Vehicles are one of the solutions. They're not just the future - they're here now. Make empowered choices when it comes to your delivery fleet.
CASE STUDY: IKEA
IKEA retail is aiming for 100% of home deliveries to customers to be done by Electric Vehicle or other zero-emission solutions by 2025.
CASE STUDY: OATLY Oatly saved more than 10,000 kg of CO2 in one month by switching to Electric Vehicles.
Resource: Mindful Masterclass #3
Introducing the third instalment of our Mindful Masterclass series – a run of articles which explores some of the brands we believe are going above and beyond in demonstrating best practices in sustainable ecommerce. One aspect of Mindful Deliveries that we feel is really important to keep focus on is innovation. The actual process of getting a product from A to B might seem simple – surely there’s only so much you can do to minimize the impact? Recycled packaging, offset carbon emissions from the transportation - job done?
At MindfulCommerce, we believe all brands can do much, much more to up their game when it comes to Mindful Delivery - and to continue to improve over time. As a very “visible” aspect of your business’s sustainability efforts (just think of the great press that fast fashion chains like Zara or H&M receive for delivering in brown paper bags!) it can easily become a box ticking exercise.
We’d like to encourage you to dig deeper when it comes to delivery. As a critical component of any ecommerce business’s operation, even the smallest tweak or improvement to your process here can add up to a big impact – especially as your brand scales. We took a closer look at Lush, pioneers of sustainable product design and packaging, to see how their strategic thinking extended to delivery practices… Have a read here.
Ready to make some real changes and fully embrace Mindful Deliveries?
Whatever else changes in ecommerce, we can be sure that one element is going nowhere – deliveries.
Delivering your products to customers will always be a necessary and significant component of your business model.
With ecommerce sales on the increase, it's imperative that we take action now. To make changes that scale alongside us, mitigating the impact that the rising number of deliveries will continue to have upon our planet is paramount.