Circulation platform “De, owaresenai Project”

Members, their roles, and reason for cooperation

■Roles of each company

・Meiji: manufacture and sale of products and provision of discount coupons

・Lawson: installation of sales and resource recycling boxes

・Nakadai Holdings: circulation system for recovered materials, network construction.

・Dentsu: verification of planning design and experimental results

・Dentsu PMP: system development and implementation

■ Key points of collaboration

Digital platform connecting arterial and venous industry with consumers, promoting collection and recycling activities from a marketing perspective.

Time started (or to be started)

November 2023 - January 2024

Technology and business model

■Characteristics of the Circulation Platform

・DX for goods and information, linking arterial and venous industry and consumer, aggregating type/quantity of collected materials and tracking information.

・Monetization through sales promotion channels via collection through incentives such as coupons.

・Promotion of awareness and behavioural change by providing individual incentives to consumers according to the collected items and collection history.

・Cost reduction and rationalisation through the operation of a multi-company shared collection platform, and more efficient recycling through separate collection by material.

・Developing next generation of sustainable customers who participate in on going purchasing and collection, building communities and utilising sales promotions.

Achievements and goals

The aim of the project is to confirm and identify issues related to changes in student awareness and behaviour in collection and recycling, as well as the effects of sales promotions, by utilising the circular platform developed by the Dentsu Group for the social implementation of the circular economy.

■Period: November 2023 - January 2024 (about 2 months)

■Collection sites: 3 stores

■Target products/materials: Paper cartons and caps for Meiji Oishii Gyunyu and other LAWSON products.

■Initiative: Collection (with incentive payments/discount coupons).

Recycling (open loop for use in new products)

■How to use: Purchase paper pack product, register JAN code using smartphone after use, return to collection box at store and receive discount coupon. Collection and recycling.

Reference URL

https://transformation-showcase.com/articles/549/index.html