As part of its ongoing rollout of Reverse Vending Machines (RVMs) in its stores, Pick n Pay has integrated Smart Shopper, which enables consumers to earn points for recycling their waste and use those points to purchase groceries, airtime, and other things in-store.
According to Pick n Pay Sustainability Manager, Steffen Burrows, this is making recycling simpler and more profitable for consumers. There are now 30 RVMs around the country after 16 more devices were introduced to Gauteng retailers. Over 480,000 articles, totaling over 34,000 kg, have been saved from landfills since the RVM initiative began as a trial in 2018. In addition to accepting recyclables such as PET plastic bottles, milk bottle containers, and cans, each machine can hold 650–750 waste items.
Imagined Earth, the partner who assisted in designing the machines, allows customers to choose prizes via their app. Customers have received prizes of R40,000 so far, with data and airtime being the most popular options. Now that Smart Shopper points are a reward option, shoppers may earn them and use them to purchase groceries, something that wasn’t previously possible. 100% of the recyclable value of the placed item is given to the customer; this is the same amount that any recycler would get from a waste management facility.
Customers often receive up to 10c for each recycled item; however, the amount of the reward depends on the weight and material type of the item.
Continuing, the company’s Sustainability Manager had this to say: “This initiative encourages a culture of recycling by showing that waste has value. The RVMs incentivise customers to rethink their waste and recycle instead of discarding it in bins. We want to create education that there remains a value attached to an item, even once they have finished with the product.”
Imagined Earth’s Managing Director, Justin Needham went on to say: “With the reverse vending machines now integrated into the Smart Shopper programme, customers can actively create a sustainable loop – reintegrating waste into the economy – and earn real rewards for their efforts.”
Furthering, Burrow said: “While the reward per item may seem small, it adds up quickly. This is a win-win for customers and the environment – customers earn cashback in our stores now through Smart Shopper, and we assist in reducing the amount of waste ending up in landfills.”
The expansion is being driven by strong customer engagement, as evidenced by the 50% increase in recycled items over the last six months. Between 8,000 and 15,000 products are recycled each month at a Pick n Pay store in Pretoria, according to the RVM.
Recycling is made accessible during a typical shopping trip thanks to RVMs that are positioned strategically in front of participating stores. Partners have made it possible for RVMs to grow. With the addition of 16 more RVMs to its stores, Coca-Cola Beverages South Africa (CCBSA) has partnered with Pick n Pay to raise awareness of environmental stewardship. Polyco worked in tandem with the other RVMs.
Imagined Earth’s MD added: “The placements of these RVMs in stores are designed to transform the way we think about recycling. They raise awareness, inspire action, and encourage a shift in mindset toward sustainability. As momentum builds for a South African Deposit Return System, initiatives like this bring us closer to making that vision a reality. Exciting times are ahead for South Africa’s recycling landscape.”
BrandSpur business and economy news desk reports that to have one in three locations provide the service to consumers, Pick n Pay plans to expand its RVM network.
How are the RVMs operated?
1. When shopping for groceries, customers bring their recyclables (with barcodes) to Pick n Pay.
Using their barcodes, the machines are configured to identify and accept widely used items that are recyclable in South Africa. Customers can check if a product is approved in the RVM by scanning a barcode with the Imagined Earth app before they visit a store. The merchandise will be returned if the machine fails to recognize a barcode while the customer is using the RVM. After that, customers are instructed to dispose of the item in the trash can that is placed next to each machine. The barcodes of the items in the trash can will be forwarded to Imagined Earth each day for further investigation.
The machines will be set up to accept the new barcode going forward if it turns out that the product’s packaging is recyclable. This information will be sent by SMS to the customer who attempted to recycle the merchandise.
2. Before inputting their recycling, customers must follow the instructions and enter their cell phone number on the RVM.
3. How the incentives operate: Every time a consumer recycles an item in the RVM, Imagined Earth pays the customer the entire amount of the item’s recyclable value. This cost will change based on how much trash management facilities are willing to pay.
To get their reward from the RVMs at Pick n Pay, customers must link their registered Smart Shopper card in the Imagined Earth app. The customer’s Pick n Pay Smart Shopper card will then immediately receive the value of the recyclable item, which they can use at checkout.
When recycling products in other Imagined Earth RVMs outside of Pick n Pay stores, Smart Shoppers who have linked their registered Smart Shopper card in the Imagine Earth app can also choose Smart Shopper as their reward. Presently, Imagine Earth operates more than 160 RVMs throughout South Africa in collaboration with various partners.
4. Each machine can hold approximately 375 two-liter milk bottles or 650 to 750 trash items. Waste is sorted off-site and delivered to the appropriate recycling facilities once the machines alert the waste management provider when they need to be emptied.
