Retailer teams up with Polytag to launch ‘world-first’ online digital deposit return scheme
Online supermarket Ocado is launching a ‘world-first’ trial in a bid to improve the UK’s plastic recycling rate.
The online retail giant has teamed up with technology business Polytag to trial a new online Digital Deposit Return Scheme (DDRS), that will allow customers to claim a deposit back on used milk bottles sent for recycling.
During the 12-week trial, over 1.6m bottles of milk – two- and four-litre sizes – will be sold featuring a unique QR code on the label, along with a clear call-to-action and instructions for shoppers.
When the QR codes are scanned from a mobile phone, they will open up a customised Ocado website that includes details of the reward scheme.
The landing page, which will change each week, will also provide Ocado with the means to promote messages on sustainability, such as preventing food waste or ensuring customers use their fridges efficiently.
Polytag CEO Alice Rackley believes that the trial could prove to be a massive breakthrough for the industry.
“This world-first trial has game-changing implications for recycling in this country,” said Rackley.
“A successful trial will be a significant step towards the implementation of a DDRS in this country that will provide a much more convenient and environmentally friendly way for households to recover their deposits.
“Not only that, but brands will also be presented with radical new marketing tools and a wealth of data on how consumers are recycling their products.”
Laura Fernandez, Senior Packaging and Sustainability Manager at Ocado, said: “As the world’s largest online supermarket, we champion the use of innovative technology as we strive to become the UK’s most sustainable grocery retailer.
“Polytag’s digital platform offers plenty of environmental and economic benefits for retailers and customers alike – it’s easy to use and when used at scale, could have a hugely positive impact on the nation’s deposit return scheme.
“We’re looking forward to seeing how our customers respond to the trial and how many would redeem their deposit at home.”
Images courtesy of Ocado and Polytag.
