Sustainability and customer-centric retail tech considerations are no longer separate conversations. Forward-thinking retailers are cutting costs and carbon through smarter in-store systems, automation and customer-focused transparency – and brands are differentiating and competing by building greener technology into their global strategies from day one.
Retailers are under unprecedented pressure to balance commercial performance with environmental responsibility; with rising energy costs, tighter regulations, and a consumer base that’s increasingly values-driven, sustainability credentials can no longer be treated as a nice-to-have. Fortunately, many of the technologies that improve customer experience and operational efficiency can also deliver powerful sustainability gains.
Today’s most forward-thinking retailers are embracing digital transformation not just as a route to growth, but as a strategy for long-term resilience – reducing carbon, cutting waste and future-proofing operations in one fell swoop. At the heart of this shift is a new approach to retail tech: greener by design.
Energy-efficient innovation that doesn’t compromise performance
In-store technology admittedly has a growing environmental footprint, but it also holds some of the greatest potential to make improvements. Energy-efficient digital signage, smart lighting, and other tech systems are proving that you don’t need to sacrifice comfort or customer engagement to reduce environmental impact.
“We design our systems to minimise power usage from day one, not just when they’re running, but even when they’re in standby,” says Adam Wilson, Chief Commercial Officer. “Energy reduction isn’t a side benefit, it’s a design objective.” By focusing on energy performance at both the design and operational stages, Aura’s integrated retail technology is optimised for real-world efficiency across the entire lifecycle.
Unlike print campaigns that require frequent reordering, distribution and disposal, centrally controlled digital signage can update campaigns across hundreds of stores in seconds, without a single van on the road. And while smart sensors and lighting control systems may be invisible to customers, their cumulative impact on a retailer’s energy use – and carbon footprint – is far from trivial.
Our approach goes beyond the shop floor. As the UK’s only ambassador for the SAVe (Sustainability in AV) initiative, we’re leading the way in applying sustainability benchmarks across every phase of the project lifecycle, from design and procurement to deployment and post-installation support. “We think in terms of total cost of ownership – factoring in energy consumption, maintenance, durability and long-term ROI,” explains Adam.
Automation that eliminates waste and inefficiency
Efficiency isn’t just about saving time, it’s also about reducing the resources that get wasted along the way; automation is now seen as a critical part of the sustainability strategy for many retailers.
In-store, innovations such as electronic shelf labels are replacing disposable price tags, while behind the scenes, warehouse robotics and AI-powered stock management are driving down overordering and packaging waste.
At the recent Retail Technology Show, a number of speakers within the panel discussion and fireside chat programme referred to how they were leveraging technology innovation to drive the dual benefit of increased sustainability and customer experience. Currys, for example, is using technology to streamline operations and reduce their reliance on high-waste manual processes; Compass One has implemented digital shelf-edge labels, to reduce repetitive tasks and improve employee wellbeing (reducing churn, saving resources tied to hiring and training), while also cutting down on waste; while Jacamo, Simply Be and JD Williams are using automation and gen AI to improve operational efficiency, reduce returns and cut time-to-market, all of which contribute to more sustainable logistics and supply chains.
AO.com – not even on the roster, but namechecked by Jo Graham, Chief Digital Information Officer at Pharmacy2u – was also lauded for its delivery model, which includes packaging removal and installation, which both reduces waste and enhances customer experience by bundling services. When sustainable practices and customer-centricity collide, it’s a win-win situation.
Our systems also come with remote monitoring and diagnostics built in. This means that most issues can be handled centrally, without dispatching a technician, which dramatically reduces service-related emissions. “We’ve designed systems that allow full remote power-down during off-hours,” says Adam. “That might not sound revolutionary, but across a national store network, the savings are huge, both in energy and service miles.”
Even hardware decisions are made with waste in mind. We prioritise modular systems that can be upgraded, reused or refurbished, rather than replaced outright, helping retailers reduce their environmental footprint and align with circular economy goals.
“More than 60 percent of respondents said they’d pay more for a product with sustainable packaging.”
McKinsey consumer sentiment survey
Storytelling that supports consumer trust
Retailers aren’t just using tech to operate more sustainably, they’re also using it to demonstrate their sustainability credentials in real time. Customers, especially those from Gen Z and Millennial demographics, increasingly want to know the story behind the products they buy – and whether the brands they support are genuinely committed to making a difference.
Digital signage is proving to be an effective storytelling tool for this communications objective, helping retailers highlight everything from ethical sourcing and recycled materials to brand-wide ESG goals. Touchscreens and QR codes now allow customers to explore the full lifecycle of a product, scan for environmental certifications, or learn how to recycle packaging responsibly.
“Tech is our storytelling platform,” says Adam. “It’s where we can bring sustainability out of the pages of the annual report and into the everyday customer journey.” By making sustainability visible, accessible, and part of the in-store experience, retailers can strengthen customer relationships and stand out in a crowded market.
“Businesses that prioritize conscious consumerism and embed it into their CX strategy will gain a competitive advantage in the marketplace.”
Indra Nooyi, Former CEO of PepsiCo
Sustainability embedded from start to finish
What sets us apart is that sustainability isn’t a bolt-on. Our systems are built to meet environmental performance goals from the ground up – across design, logistics, deployment, and day-to-day use. From sourcing equipment with superior energy ratings, to controlling the delivery footprint during installation, we embed low-impact thinking at every stage of the process.
Our involvement in SAVe reinforces this commitment. The movement provides not just a benchmark but a roadmap for companies in the AV and retail tech sectors to improve environmental performance continuously. “Sustainability isn’t a badge for us, it’s embedded from the first conversation to the final switch-on,” Adam says.
The business case for doing the right thing
The reality is this: greener tech doesn’t just meet ESG goals, it creates real business value. Retailers that invest in sustainability now will benefit from lower running costs, reduced compliance risk, and stronger customer loyalty in the years ahead, as well as adding an additional revenue stream with certain investments, such as retail media networks. “We believe responsible tech is the only future-ready tech,” says Adam. “And we’re designing every solution to deliver for both people and planet.”
Our approach – combining digital innovation with sustainability-first thinking – makes us an ideal partner for any retailer serious about future-proofing their operations. To find out more about how this can be applied to your business, call us on 0207 2 400 800 or email info@aurafutures.com.
