Marcel Aalders – Carpetright

Marcel Aalders is the Marketing and E-commerce Director at Carpetright where he has been for 3,5 years. His responsibilities are within the area of marketing, e-commerce, and branding and his major task is to take the brand and retailer to a new future and leave the past in the past.

KPI FOR BRAND GROWTH

“We are working hard to reshape the brand perception of Carpetright and move away from the old image of being solely a discounter. Building a strong brand funnel is an important aspect of this process, focusing on key stages such as awareness, consideration, and preference.” Marcel shares.

He continues: “While some customers still associate Carpetright with being a discount store, we have expanded our collection, improved product quality, and offer comprehensive services like installations, measurements, and inspiration. However, the challenge lies in aligning the brand image with these advancements. Therefore, we want to emphasize that Carpetright provides good quality products at fair prices, without compromising on quality to offer cheaper options.”

“Changing brand perceptions takes time, and it’s important to maintain a consistent and sustained effort to gradually improve the brand image over the years.”

“Our competitors include both large construction markets and smaller local businesses. To increase brand consideration, we are implementing strategies such as developing qualitative campaigns, enhancing online experiences, and creating engaging content. Additionally, partnering with interior TV programs allows us to position Carpetright as a more qualitative player in the interior design field. Research indicates that these efforts are making a positive impact, as viewers of these programs perceive Carpetright differently from those who have not watched them.” Marcel discusses.

He elaborates: “Changing brand perceptions takes time, and it’s important to maintain a consistent and sustained effort to gradually improve our brand image over the years. By continuing to deliver quality products and services, focusing on qualitative campaigns, and leveraging partnerships, we hope to effectively reshape the brand perception of Carpetright and attract customers who align with our updated positioning.”

ASSOCIATIONS OF CSR

“We are recognizing the importance of sustainability and taking steps to incorporate it into our business practices. Investing in good quality floors that last for a longer period is indeed a sustainable approach, as it promotes durability and reduces the need for frequent replacements. While CSR strategies and sustainability initiatives are still in the early stages, it’s encouraging that we at Carpetright are actively discussing and prioritizing these topics. Participating in charity initiatives demonstrates a commitment to giving back to society. The upcoming meeting in Birmingham to explore social responsibility further shows our progress in this area.” Marcel explains.

He shares more of the CSR initiatives at Carpetright: “In terms of employee well-being and social policies, our HR department is exploring initiatives such as offering sports subscriptions and focusing on work-life balance. These efforts we hope can contribute to creating a healthier and more supportive work environment. Regarding diversity, we strongly value and embrace various cultures. However, it is important to ensure that diversity and inclusion are not just assumed but actively promoted and supported through policies and practices that foster equal opportunities and representation. In terms of partnerships with manufacturers, it is of strong value to us that we are working towards a united goal of becoming more sustainable. Collaborating with manufacturers who prioritize sustainability helps to ensure that the products we offer align with our sustainability goals. The PEFC quality mark for wooden floors indicates a commitment to responsible sourcing and reusing materials, which is a step towards more sustainable practices.”

“Communicating our sustainability efforts to customers through initiatives like the ‘People and Planet’ label is commendable. It helps to create transparency and inform our consumers about the most sustainable options available. Switching to LED lights in our stores to save energy is another example of sustainable practices in action, demonstrating our commitment to reducing environmental impact.” Marcel concludes.

WHOSE RESPONSIBILITY IS IT TO PUSH SUSTAINABILITY WITHIN A COMPANY?

Marcel discusses: “Taking a collaborative approach within the company is crucial for implementing sustainability initiatives effectively. By involving the management team, buyers, and marketing department, you can ensure that sustainability considerations are integrated throughout the entire process, from product sourcing to communication with customers. Therefore, transparency is key to avoiding greenwashing and building trust with your target group. It’s commendable that you are open and honest about your sustainability journey and not making false claims or exaggerations. This approach allows customers to make informed choices based on their own values and preferences.”

“The focus on helping customers to find products that best suit their needs, whether sustainable or not, is important. Sustainability should be presented as an option and customers should have the freedom to make choices based on their own priorities. By offering a range of sustainable products, such as carpets made from fishnets and recyclable wooden floors, we provide customers with sustainable alternatives and contribute to reducing waste and environmental impact.” Marcel shares.

He continues: “Collaborating with manufacturers who are leading in sustainability practices is a smart approach. By partnering with manufacturers that prioritize sustainable materials, recycling, and responsible production, we align our product offerings with our sustainability goals and support the development of a more sustainable supply chain. By being transparent, offering sustainable options, and collaborating with manufacturers, we are also demonstrating a commitment to responsible business practices and providing customers with the opportunity to make more sustainable choices. These efforts contribute to building a credible and authentic brand image and help to differentiate our business in the market.”

“Transparency is key to avoiding greenwashing and building trust with your target group. It’s commendable that you are open and honest about your sustainability journey and not making false claims or exaggerations.”

THE ROLE OF RESEARCH IN CSR

“While research questionnaires may provide some insights, actual purchasing decisions made in-store can differ. Understanding consumer behaviour and preferences in relation to sustainability is indeed crucial, as it helps brands develop effective strategies and initiatives that align with consumer expectations. Therefore, conducting customer research in the future to explore this topic further would be valuable for us. By delving deeper into consumer attitudes, motivations, and behaviours related to sustainability, we can gain insights into their willingness to pay more for sustainable products and identify any barriers or challenges that may exist. This research can help to tailor our approach and offerings to better meet consumer expectations.” Marcel states.

He extends: “Being customer-centric is essential in today’s market, as it allows you to better understand and serve your customers. By focusing on their needs, preferences, and values, we develop products, services, and experiences that resonate with them. This approach, combined with research on sustainability attitudes and behaviours, can inform our decision-making and help us strike a balance between sustainability and meeting customer demands. But sustainability initiatives can also offer added value beyond just being environmentally friendly. They can enhance product quality, durability, and user experience, which may justify a higher price point for consumers. Communicating these benefits effectively to customers can help them see the value in choosing sustainable options.”

“By delving deeper into consumer attitudes, motivations, and behaviours related to sustainability, we can gain insights that can help to tailor our approach and offerings to better meet consumer expectations.”

Lastly Marcel shares: “Overall, customer research and a customer-centric approach are important components in navigating the intersection of sustainability and consumer behaviour, allowing us to make informed decisions that resonate with our target audience while also advancing our sustainability goals.”