Who is the tool for?
• Retailers
• Urban authorities
• Logistics providers
Type of solution
• Software-based
• Motivational and educational
Objective
• Social development
Maturity level
• Ready to adapt & replicate
Why is it used?
- A local or regional online retailer wants to encourage its customers to choose sustainable cargo bike delivery over standard shipping, but lacks the technical expertise and resources to develop complex digital interventions and wants straightforward, proven nudges they can implement in their webshop.
- A small or medium-sized city (or urban district) wants to reduce last-mile delivery emissions in its outskirts and is looking for evidence-based, ready-to-adopt digital strategies that local webshops can use to shift consumer delivery choices toward cargo bike or other green delivery options.
How is the tool used by the recipient?
The recipient reviews the ranked catalogue of tested behaviour change techniques (BCTs) and selects the nudges that best fit their context, budget, and technical capacity. They then use the open-source Figma prototype (available via Zenodo) as a visual reference to see how each nudge looks and works within a realistic checkout flow. The selected nudges, such as a green leaf label, a voucher incentive, or pre-selecting cargo bike delivery as the default, can be replicated in the recipient’s own webshop with only minor frontend changes and no complex backend coding. For those who want to go further, the toolkit also documents the full intervention design methodology and experimental setup, which can be reused to develop custom nudges or run A/B tests with their own customer base.
Which problem is solved?
Online retailers increasingly offer delivery options, yet rarely equip consumers with the information or incentives needed to choose sustainable alternatives like cargo bike delivery. Despite growing consumer interest in greener options, most webshops present delivery choices in a neutral or convenience-oriented way, missing an opportunity to shift behavior. At the same time, local and small online retailers typically lack the technical know-how, backend coding capacity, and financial resources to develop and implement sophisticated digital interventions on their own. This results in a gap between the availability of sustainable delivery services (e.g., local cargo bike couriers) and actual consumer uptake. The toolkit solves this by providing a tested, ready-to-adopt set of simple digital nudges (behavior change techniques) that local webshops can integrate into their checkout process to encourage customers to choose green delivery, without requiring complex IT infrastructure or large budgets.
Links to more information
- Open-source Figma prototype files on Zenodo: https://zenodo.org/records/15180498
- SuCoLo Salzburg research pilot page: https://sucolo.eu/de/research-pilots/salzburg/
- Background on the development of the webshop prototype: D3.4
- Scientific publication presented at the New Business Models Conference: here
Which partners developed the tool?
VIABIRDS Technologies GmbH in collaboration with Salzburg Research
How was the tool developed
- Co-creation workshops with local online consumers, webshop owners and cargo bike couriers informed the design of novel nudges tailored to real-world needs and constraints (refer to Deliverable 3.2)
- Candidate BCTs were developed following the five-step intervention design sequence by Rubinstein (2018) and ranked using the APEASE criteria to select the six most suitable nudges for implementation (refer to Deliverable 3.4)