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Ocado, Co-op and other retailers and brands use QR code-enabled data platform to provide digital deposit returns that incentivise consumers to recycle<\/strong><\/p>\n The results of a digitally-enabled milk bottle scanning and recycling trial by online grocer, Ocado, have been hailed a success after a nationwide nine-week trial.<\/p>\n Customers from 3,000 households scanned 20,000 milk bottles as they discarded them in their geolocated recycling bin, earning up to \u00a34,000 in rewards at 20 pence per bottle.<\/p>\n The scheme integrated with Bower, a rewards recycling app, which customers used to scan single-use QR codes developed by tech provider, Polytag, printed onto two and four-pint milk bottles.<\/p>\n It has also partnered with the Co-op to apply its codes to its own-label spring water bottles.<\/p>\n Enabling circularity<\/strong><\/p>\n Alice Rackley, Polytag chief executive, explained how the rewards drive interest but that the tech was designed to provide circular visibility into more sustainable packaging practices.<\/p>\n \u201cTrue collaboration is enabling circularity,\u201d Rackley told Retail Technology<\/em> magazine. \u201cThe trial was a coordinated effort from standards bodies, label printers, the retailer and their milk supplier.\u201d<\/p>\n Polytag is a partner of the product code standards body, GS1. Every one of its unique QR codes scanned on packaging at the point of recycling triggers a digital deposit return.<\/p>\n Ultimately, Rackley suggested the traceability of QR codes can deliver the assurances that brands and retailers need to support any proposed government-mandated digital deposit return (DDR) schemes.<\/p>\n They also offer an alternative to reverse vending machines (RVMs), which retailers must buy, manage and maintain. But the customer engagement opportunities are another benefit.<\/p>\n Marketing opportunities<\/strong><\/p>\n The unique codes can also link to bespoke landing pages. \u201cSo, codes aren\u2019t done once the packaging is recycled,\u201d explained Rackley. \u201cYou can provide product-level information too.\u201d<\/p>\n The technology is also helping retailers track recycling through the supply chain. Ultraviolet (UV) tags printed on packaging are designed to manage extended producer responsibility (EPR) regulatory compliance.<\/p>\n Special scanners read the invisible UV tags in recycling centres to identify when a particular product has been recycled, providing insights into product recycling rates for environmental, social and corporate governance (ESG) targets.<\/p>\n Laura Fernandez, Senior Packaging and Sustainability Manager at Ocado Retail, said at the trial’s launch that the technology is helping the retailer champion innovative sustainability technology use.<\/p>\n \u201cPolytag\u2019s digital platform offers plenty of environmental and economic benefits for retailers and customers alike \u2013 it\u2019s easy to use and when used at scale, could have a hugely positive impact on the nation\u2019s deposit return scheme.\u201d<\/p>\n Rackley added that, following the success of its recent trials, the provider is working with a number of other retailers and brands. \u201cWe\u2019re hardware agnostic,\u201d she said.<\/p>\n \u201cThis means we can really collaborate to enable true circularity and enhance levels of traceability to support retailers and brands\u2019 sustainability efforts.\u201d<\/p>\n<\/div>\n