Yesterday I went grocery shopping at my local Jewel-Osco on Desplaines and Kinzie, in Chicago. Mind you, this isn’t just any ordinary Jewel-Osco. Nope, this is the new and for Jewel-Osco, the first, LEED certified store. What does that mean exactly? Well, according to Wikipedia, here’s what Jewel’s LEED certified store means:

This new store was built with recycled materials and recycled 98% of its construction debris. It features a rooftop garden, uses water-saving devices, has non-ozone-depleting refrigerants in cooling equipment, uses a refrigerant detection system, and has energy efficient lighting.

Ok, so in short, it means that the store is “eco friendly” and better for the environment than their normal store design. Great! I can applaud them for being proactive and trying to do what’s best for the environment. However, what I can’t applaud them for was the huge mistake, created with the best of intentions, that I came across.

I think we can all agree that cars give off carbon emissions, those emissions are bad for the environment and reducing emissions is a good thing. I think we can also agree that some cars give off more emissions than other cars. For example a Hummer would give off more emissions than a Prius. And lastly, I think we can also agree that the further you drive the more emissions your car gives off.

Ok, so with all that out of the way, why would Jewel offer preferred (aka closer) parking for fuel efficient cars? I’m serious. There was signage clearly indicating that the closest spots (after handicap parking of course) were reserved for fuel efficient vehicles. Think about it. The cars that give off the least emissions are going to park closer, while the ones giving off the most emissions will park further away. Guess what? In order to park further away, you have to drive further away. If you drive further, you give off more emissions. And if you’re a high emission vehicle, like the Hummer, it’s a double whammy for the environment.

I understand what Jewel was trying to do. They wanted to reward low emission drivers, because in theory those drivers share similar “green thinking” with Jewel and are more considerate of the environment. Unfortunately, while their intentions were great, their execution was poor.

I came across this the other day on Michigan Avenue in downtown Chicago.  It struck me and obviously made me pause.  I’ve seen other brands integrate calls to action for social into their in-store signage and point of sale collateral.  But, I’ve yet to see anything this large and in your face.

I love the direction that Express is taking, but I think they made a minor mistake.  Does the average customer know what a CMO is or who the CMO is?  I don’t think so.  But, people know what a president, vice president, stylist or designer are.

When you consider they’re in the fashion business, I thin they’ve missed an opportunity.  What do you think?