While deposit return schemes for plastic packaging, which rely customers physically bringing their packaging back to where they purchased the item in it are in many places still getting off the ground, the next innovation is already here: the digital deposit return scheme.
Digital deposit return scheme technologies take advantage of existing kerbside waste and recycling collection services, and allow consumers to redeem their deposit through the use of QR codes via a smartphone app. Now, UK-based recycling technology expert Polytag and Sweden-based recycling app Bower have teamed up with online supermarket Ocado Retail to roll out a DDRS for milk containers.
From 14 July, Ocado Retail's customers will be able to scan a QR code on Ocado own-brand two and four-pint plastic milk bottles to receive a reward for putting their packaging in a recycling bin. Enabling consumers to receive a cash incentive for recycling using their smartphones rather than returning the bottles to reverse vending machines, a DDRS makes use of existing kerbside recycling systems to deliver maximum convenience.
In total, more than 8 million of Ocado's milk bottles will feature Polytag's unique-every-time QR codes on their labels. The first 20,000 codes scanned will see customers receive 20p in their digital wallet through the Bower app, which can be withdrawn to their bank account. All barcodes scanned afterwards will be offered other perks including cash, coupons and charity donations - via the Bower app.
Consumers can claim their reward by downloading the Bower app, setting up their account and adding their regular recycling bins and bank account. Once they have scanned the QR code on the milk bottle through the app and disposed of the packaging in their registered recycling bin, they can withdraw the money to their bank account.
The ‘unique-every-time QR code technology’ could transform recycling in Europe, said Alice Rackley, CEO of Polytag.
Designed to replicate the deposit consumers will be able to redeem when a Deposit Return Scheme (DRS) – covering England, Scotland, Wales and Northern Ireland – is introduced in 2025, this initiative will demonstrate the viability and convenience of a Digital Deposit Return Scheme (DDRS) in the UK.
Suwar Mert, who is the CEO and founder of Bower, added that it was the first time it was possible to test such a digital deposit return scheme.
“The collaboration will transform recycling habits by rewarding recycling behaviour in the UK but holds the potential for further international expansion,” he concluded.