Introduction
For a reuse model to scale, strong foundations of policy, investment, streamlined logistics and infrastructure are all needed to facilitate a seismic shift in how we use resources. What we often find missing in the conversation is the acknowledgment that consumer buy-in is lacking.
At Root, we always ask the obvious question “What are the reasons that prevent us, as consumers, from buying into a reuse and refill model?”. Here are some of the key barriers that brands need to overcome to unlock scale.
‘Design in’ desire
What refillable systems have you seen that truly entice you to try them? What examples of reuse and refill would you say are a pure pleasure to use? What systems keep you coming back for more because it is designed so well?
One of the skillsets often absent in refill projects is design. Most of the reusable solutions we’ve seen are not aesthetically or ergonomically pleasing. They feel industrial and undesirable. It’s short-sighted to apply single-use packaging principles to a reusable system. It’s a completely different ball game.
We helped map out a simple refill subscription and collection model for one of our clients, tracking the user journey for the customer across a number of uses. Our learnings fed into working sessions that upskilled their design team and enabled us to ‘design out’ friction and ‘design in’ desire.
Customer-first reuse and refill strategies
When we design for reuse and refill today, many brands seem to miss out the ‘use’ phase. They might cover off the functional, commercial and environmental aspects, but they don’t consider what the user wants.
It’s important to consider:
What are your customers’ expectations on delivery, frequency, ergonomics, and experience?
How do they expect your brand to behave?
It’s short-sighted to apply single-use packaging principles to a reusable system. It’s a completely different ball game. The required high-level ‘system thinking’ of a reuse and refill model can feel intangible to some brands. Their business models were never designed for reuse, so it’s a difficult concept to get their heads around.
Designing a system with the customer in mind will help you drive a clear path towards aligning impact, commercials, consumer and operations. Get it right and reuse and refill initiative will drive lifetime customer loyalty. That’s why we call our approach Design for Life.
As we previously mentioned, the key to success is to ‘design in’ desire to create an effective system, but that may well mean adjusting your entire business model to suit.
Prioritise accessibility and convenience
Tesco found that the inconvenience for customers returning packaging and difficulty reclaiming deposits via the Loop app were the two main problems with the Loop scheme that ended after a trial period. A survey highlighted that the average consumer simply couldn’t see the added benefits of reuse over a recyclable single-use solution.
Accessibility of return systems and fast re-payments are essential to creating a seamless experience that customers want to engage with.
Find out more
If you’d like to learn more about Root’s User Journey workshops, or need support to upskill your design team, please email us at impact@root-innovation.com
Root is a sustainable packaging consultancy supporting global brands and packaging producers. Root helps clients to use less and reduce the impact of their packaging on people and the planet by shifting their focus to a more regenerative approach.
To learn more or schedule a call with a Root sustainability expert, please visit www.root-innovation.com.
Tracy Sutton
Founder and Lead Consultant, Root
Tracy Sutton set up Root in 2013 to help organisations use less and focus on becoming regenerative, inclusive and kinder to people and our planet. She oversees a diverse collection of specialists, handpicked to be part of the wider Root Network.
