Under the scheme launched on 14 July, Ocado customers have had the opportunity to claim 20p rewards for recycling their own-brand two and four-pint milk bottles by using Polytags QR codes, which are redeemable through the recycling app Bower.
To ensure integrity, the QR codes, printed at Interket UK using standard industry processes, can only be scanned once. This prevents users from repeatedly claiming deposits from the same package. The Bower app utilises GPS technology to validate that users are claiming the 20p reward while being near a registered home recycling bin.
Since the launch, 20,000 20p rewards have now been claimed.
Laura Fernandez, senior packaging and sustainability manager at Ocado Retail Ltd, commented: “We’re delighted that over 20,000 Ocado milk bottles were scanned by more than 3,000 customers as part of our digital deposit return scheme trial. To be able to launch a workable DDRS that actually pays customers back for recycling is a game-changing move for recycling and the circular economy in the UK.”
Trial
During the nine-week trial period, participants were able to access their rewards by establishing an account with Bower, utilising the app to scan the QR codes on the labels of milk bottles, disposing of the bottles in their designated at-home recycling bin, and transfer the earned rewards directly to their bank accounts.
As part of the trial customers were able to obtain a 20p reward without any upfront deposit by simply scanning a unique QR code on each item recycled, and this reward could be stored in their wallets.
Once awarded, customers had the option to withdraw the money into their bank accounts or donate it to a cause of their choice. The 20p reward had a limited availability, capped at the first 20,000 QR codes scanned.
In 56 days, all of the 20,000 20p rewards were redeemed, averaging over 350 redemptions per day.
On average, customers recycled approximately 7.5 bottles each. This initiative covered regions across England and parts of Wales, offering rewards for recycling efforts across a wide array of products.
Throughout the trial, other rewards were offered to participants up the value £4,000.
‘Attitude’
Customer surveys conducted by Ocado Retail and Bower at the end of the trial revealed that 93% of pilot users have a “positive attitude toward the idea of a DDRS in the UK”. Moreover, 71% of Ocado Retail’s customers expressed their willingness to use a QR code to claim a deposit refund, while only 58% showed interest in using a reverse vending machine (RVM).
Alice Rackley, chief executive of Polytag, said: “In a world-first initiative with Ocado Retail, we’ve seen the reality of a nationwide DDRS come to realisation. Through cutting edge technology and end-to-end packaging solutions, this project has delivered on what consumers have been asking for. A nationwide, scalable, and viable solution to the recycling crisis that keeps convenience and efficiency in mind.
“Today’s outcome is the result of years of public consultation, technological innovation, and stringent testing working to feed the appetite of consumers for retailers to offer real incentives for recycling. We’re proud to have made this significant mark on the journey to a circular economy and will continue to work closely with our partner brands and retailers to ensure a solution is found that is accessible to all.”
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