"Pure" return-to-retail models exist across the
world, including nine European markets, the US state of Michigan, and the
Canadian territories Ontario, Manitoba and Quebec. Ten additional markets
have hybrid models featuring some retailer participation.
Germany, which introduced a return-to-retail DRS in 2003,
sees 98% of plastic bottles collected and 99% of cans.
Norway, where TOMRA pioneered the first RVMs in 1972, returns 92% of all beverage containers for recycling.
The world’s eight best-performing container deposit schemes
employ return-to-retail collection, achieving an average return rate of 93%.
Regions without retail involvement average 77% returns, with some markets as
low as 48%.
With convenient locations and the strong track record of the
return-to-retail model, legislators are more likely to achieve positive
community response and higher return rates. A significant improvement in
recycling can be achieved quickly, such as Lithuania seeing beverage
rates rise from 34% to 92% within just two years of launching its
return-to-retail DRS – an environmental and economic success that’s also
reflected as a policy success.
With supermarkets located close to residential areas, the
infrastructure for this model is already in place, so a return-to-retail
approach removes the need to build or outfit new recycling depots. As
such, the deposit return systems can launch more cost-effectively
and faster – a key consideration in short delivery
timeframes. Supermarket chains typically have networks across whole
markets, including remote communities, ensuring recycling points are available
for everyone. Supermarkets already accommodate truck access, for dedicated
pick-up of returned containers or backhauling to
their central warehouse. This means a more organized, efficient collection
structure, lower costs and fewer trucks on roads.
Finally, return-to-retail collection often avoids extra
costs. Non-retail redemption operators tend to incur higher handling fees,
require funding for site maintenance, and charge commercial rates for services
like bin changing and refunds.
Participation in deposit return systems brings several
tangible benefits to stores:
Increased footfall. Retail returns of drink containers
bring more store visits, especially when recycling refunds are paid out as
in-store credit, also driving repeat custom. A survey of reverse vending
users in Sweden found that 93% shopped at the store when they recycled, and 44%
did their full shopping trip for the week. In another study across four
countries, shoppers returning containers spent more money in that store visit
than those who did not return empties.
Financial reimbursement. Many markets pay retailers a
handling fee for each container received, to recuperate any initial investment
and operational costs. This continues as revenue once the investment is
Brand image. Retailers build their corporate image,
showing the store’s corporate social responsibility and supporting
Richer data. Today’s reverse vending machines offer
retailers a range
of digital products to enhance customer service and the overall
recycling experience. This includes user analytics, marketing channels and
consumer engagement opportunities.
Operational support. Leading reverse vending providers
like TOMRA provide expert advice on the most suitable reverse vending
machines, as well as service and support after installation. TOMRA
offers a wide
range of solutions for retailers – from the largest
hypermarket to the smallest corner store – so that RVMs can have a
very small footprint and be tailored to each retailer's space.
Several options exist for stores to finance RVMs. In some
return-to-retail regions, retailers purchase the machines, while in other
markets they lease or simply "host" the RVMs. In Lithuania, the investment in RVM infrastructure was taken by
TOMRA, so that eligible stores received an RVM free of charge, removing
capital expenditure. The Lithuanian DRS system operator pays stores a handling
fee per collected container, and a "throughput" fee to TOMRA.
In consumer behavior, convenience is king. Engagement and
return rates improve with easy access to supermarkets, rather than dedicated
deposit depots that are fewer in number and located further from residential
areas. By positioning container return facilities in locations people
already regularly visit, recycling becomes a normalized behavior, part of
consumers’ established shopping routines.
Recycler travel times are essentially eliminated, because
container returns are done at the same time as regular shopping trips. This
removes the barrier of "going out of your way" to recycle and means
fewer cars on roads, reducing congestion, fuel consumption and air pollution.
With many supermarkets and grocery stores available,
consumers can access multiple return points locally. This reduces wait times,
so consumers can take a "little and often" approach to recycling. In
user surveys, over 75% of respondents said having access to an RVM without
queuing was extremely important in returning their empties.
As a return point is often located at a store’s entrance –
the customer’s first impression of the store – retailers keep the surrounding
area clean and tidy. As return points have the same opening hours as the stores
themselves, redemption opening times are easy for consumers to remember, and
staff are always on hand if return points require any attention. Consumers
enjoy their recycling experience, to the benefit of themselves and the
retailer, and to the benefit of a more sustainable environment.
The future of return-to-retail recycling
The momentum towards implementing container deposit schemes
continues. As more markets introduce this legislation, the clearer it becomes
that model design – including the extent of retailer participation – greatly
influences return rates.
As plastic consumption levels are set to rise by 20% in the
next three years alone, we need a resource revolution now more than ever. By
adopting a return-to-retail approach, governments, businesses and consumers can
help increase the effectiveness of container deposit schemes and reduce the
impact of container waste on the planet.