How it works – deposit return scheme
Visitors pay a £2.00 deposit for their cup at point of purchase which is refunded when the cup is returned.
No need to download an app or register before use. Visitors scan the unique QR code which automatically opens the returns platform with a frictionless scan and return user journey.
RFID tech allows for validation of cup return which means visitors can be refunded with certainty that the cup is back where it belongs.
Making an impact
“We believe climate change is the single biggest threat to Blenheim’s long-term survival and we’re committed to doing all we can to reduce and mitigate its impacts and help safeguard this World Heritage Site and its resources for future generations.
We serve over 400,000 hot drinks at Blenheim each year, so this new scheme has the potential to make a big impact.
As well as incentivising people to return their used cups, the initiative also helps us to analyse behaviour and better manage cup collection”
David Green – Head of Innovation
Blenheim
Digital Returnable Cup System
“We are delighted to be working with Blenheim Palace and Circular&Co. to help eradicate single use cups.
The Digital Returnable Cup System uses pioneering technology to engage and incentivise visitors to return their cups for reuse – again and again and again…
By giving each cup a unique digital identity using GS1 serialised codes with RFID tech for traceability, we can measure the return of cups and also relate this to behavioural insights and impact.”
Rachel Warren
re-universe
Circular&Co
We are collaborating with Circular&Co who are creators of the Returnable Cup and other circular products. The returnable cup is designed to last at least 5 years and is fully recyclable up to 6 times, meaning no new material is required for 9 years.
“After 3 uses, the CO2 emission of the Returnable Circular Cup are offset versus a single-use alternative. This means that huge amounts of CO2 never reaches our atmosphere”
Circular&Co
Accurate data
Bringing the UK’s first digital cup deposit return system to Blenheim Palace. Each returnable cup has a unique QR code which, when scanned, automatically opens our returnable web-platform.
RFID technology embedded in the cup triggers various data points around the Palace and validates the return of the cup, refunding visitors deposit quickly and easily.
An API feed to Blenheim Palace delivers accurate data and insights on an easy to use dashboard so users can see where cups are within different locations and return points and understand return and reuse rates.
Visitors get their refund back into their account almost instantaneously upon cup validation.
Delivering cup-to-cup traceability with a platform that allows Blenheim to delve into cup circularity, visitor engagement and project impact.
Pilot learnings
We ran a 5 month pilot at Blenheim Palace before their full roll-out which highlighted the below learnings…
DRS
The most striking learnings were the need for a deposit return scheme. Despite the rewards offered, without a deposit users were not incentivised enough to return the cup.
A/B testing helped inform the right model (Deposit vs. Penalty charge) with users preferring a deposit due to ease of use.
Branded vs. non branded cup
For the pilot, the Blenheim returnable cup was beautifully branded. This meant they were viewed as collectable and more likely to be taken home as souvenirs. For full roll out the cups will be a standard brown colour with a bright orange lid to prevent collectability.
Marketing and comms
Impactful comms to strongly educate and engage in order to drive long term systemic behavioural change is essential.
The learnings gained from the pilot have informed the full estate roll out