Interview · Reading time: 3 minutes
Sustainable online shop?!
An Interview with Meike Frank
With the “online shop” sales channel, a new, exciting and, above all, responsible chapter began for us, because it was clear from the start: If we launch an online shop, we will only do so 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 said in advance: online shopping is a manifestation of globalization and consumption. Everything is accessible worldwide and only a few clicks away. But just like in retail, there are both conventional shops and platforms online, as well as sustainably positioned online shops.
In this area, sustainability does not only refer to the products that are offered.
A sustainable online shop includes all e-commerce processes: from the arrival of goods in the warehouse, shipping from the warehouse, packaging material, the commissioned logistics company and, of course, returns management.
Keyword packaging – an extremely important topic. How is this handled at LANIUS?
We value recycled or recyclable packaging material. Our boxes made from recycled cardboard are reused multiple times whenever possible. Shipping boxes are thus given a second, third, or even fourth life and are consistently reused.
In addition, different shipping box sizes offer the possibility of adapting the packaging to the contents and avoiding unnecessary material, as well as transporting the packages in a space-saving manner. We have also minimized the printing of paper. Invoices and return labels are sent digitally and can therefore only be printed when required.
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 does your online shop’s warehouse look like and to what extent does your logistics company operate sustainably?
Our logistics company works in a circular economy and sends cardboard boxes that are no longer usable to a recycling company. The company is also based in Cologne, so distances are short and the collaboration is very personal. We know each other by name and are in constant contact.
Adjustments and improvements can be communicated quickly and implemented together. The working conditions there, which are often questioned in large corporations, can also be checked. We can always personally see for ourselves the respectful atmosphere on site and regularly visit the warehouse. The direct exchange is very important to us and is of great value.
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 certainly on your agenda too. How do you handle it?
In order to minimize returns right from the start, it is important to present the products accurately and informatively, as well as all other relevant information that is crucial for the consumer's purchase decision. We shoot lots of detailed images and ensure that the colors and materials are realistic. To find the right size, we provide important measurements for every item and every size. This reduces returns for reasons such as unfulfilled expectations or fit problems.
With meaningful information on fit, care and material details, you can assess in advance whether the item has the expected properties.
We provide background information on materials, production sites and sustainable care tips. This relevant content is also important in order to give customers a better understanding of the entire LANIUS concept and the individual product. Excellent advice and direct customer service are also very important to us. We speak to customers personally every day and are happy to help them find the right size before ordering and answer questions over the phone that might 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 like in every store behind the counter.
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 not be thrown away or destroyed under any circumstances. The longevity of our clothing is our top priority. In addition, our customers are very careful and responsible when handling the clothing they order; it almost never happens that a piece of clothing is returned damaged or worn. This means that the processing of returns is an important part of the work of our logistics company. Every return is checked there and processed manually. If an item of clothing 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 and rental platforms.
