The Record - Issue 20: Spring 2021

132 www. t e c h n o l o g y r e c o r d . c om F E ATUR E which are equipped with an Ombori digital screen running on Microsoft Azure. Integrated digital scales automatically weigh the donated clothes, and the screen displays various pic- tures, social prompts and a voucher or dis- count code to engage and reward customers for their donations. The clothing is passed to I:Collect, which provides the infrastructure for reprocessing everything into new garments. H&M Group’s ultimate goal is to create a closed loop for textile fibres and find technical solutions to reuse and recycle textile fibres on a larger scale. “H&M Group is leading the way to circular and renewable fashion industry – this scheme prevents tonnes of textiles being thrown into landfill every year and allows consumers to play an active role in helping to protect the environment and save natural resources,” says Lancaster. “Our aim is to help other retailers set up the IT infrastructures they need to offer this type of scheme in their own stores.” Once retailers and CPGs have these systems in place, they must ensure they effectively com- municate their sustainability efforts and goals to consumers. Lancaster highlights one par- ticularly effective example as the day beverage manufacturer Anheuser-Busch devoted two of its 2018 Super Bowl advertising slots to show- case the sustainability efforts of its Budweiser and Stella Artois beer brands. “Super Bowl advertisements are watched by people all worldwide and this was one of the first times that such as major retailer had used its slots to focus on sustainability,” says Lancaster. “It was a real watershed moment, where a brand focused on its renewable energy rather than on selling more beer, and to an audience that is focused on football, not neces- sarily sustainability.” Lancaster predicts that similar sustainability advertisements will become more common- place in future. “Whether that’s through out- lining their climate pledges on their websites, updating customers about progress towards specific targets, adding sustainability labels to products or packaging – brands will make it clear that they care about the environment to differentiate themselves from the competition. Putting greater emphasis on sustainability will also ensure that both organisations and individ- uals are working together to reduce the impact of products on our planet.” We ask selected Microsoft partners how their technology is empowering retailers and consumer packaged goods companies to make their operational processes, services and products more environmentally sustainable, while also improving the customer experience Partner perspectives “Sustainability is about managing waste, reducing negative impacts on people and the planet, and building ecosystems capable of regeneration. The pandemic accelerated the evidence that companies taking an environmental, social and governance (ESG) management approach are more resilient to change. Integrated on the Microsoft Cloud for Retail platform, Accenture’s ai.RETAIL technology unites retail industry expertise with artificial intelligence-powered algorithms to deliver profitable growth for users. The technology allows companies to optimise visibility, processes and costs, while protecting the value chain – from agriculture to the consumer. Retailers use data-driven analytics to flow the inventory that matters most to their customers, which maximises in-stock products, working capital and return on investment. This results in lower transportation costs and minimised greenhouse gas impacts. With ai.RETAIL, retailers can also identify their highest profitable customers and focus on providing them with personalised products and services. Having transparency into what the most valuable customers want helps with reconciling supply and demand, as well as reducing waste.” Cara Smyth Managing Director of Sustainability at Accenture