Our recycling bins are full of plastic packaging.
No matter how hard we try to avoid it, plastic packaging makes its way into our trolleys, cupboards and eventually our recycling bins.
Of all the plastic we put in our recycling bins globally, it is estimated that only 9% of it actually gets recycled.
A few years ago I took part in a plastic-free challenge. For 7 days my colleagues and I avoided using any plastic that would end up in the recycling bin.
In the long-term, there were two habits that stuck with me. I rarely leave the house without my trusty water bottle and I still have my weekly delivery from the milk man.
The return of the milk man (or woman)
In the early 1990s, those charming little milk floats had a 90% share of the milk market. By 1999 this had dropped to just 3%.
But today, they are making a bit of a comeback.
Milk & More have modernised this tradition allowing us to order milk, eggs and well, more online to be left on our doorsteps in the early hours of the morning.
They saw a big jump in popularity in 2019 as they doubled their customer numbers.
Sustainability is a big part of this reason. We can replace plastic that doesn’t get recycled with glass that gets re-used again and again.
So the question remains, why can’t we re-use our packaging for other goods in the way the milkmen (and women) allow us to?
Enter Loop.
So, how does this Loop thing work?
Loop offer an online service which allows users to order various food items and household staples in reusable packaging.
When you’re done with the contents, you send back the packaging and it can be used again as part of the 'circular economy'.
What kind of products can you get?
Loop currently offer a tight range of 168 lines including 136 food & drink items and 30 products across home and personal care.
Their marketing has largely been around the big brands they are partnering with, but the majority of their range is from their own brand Nevoli by Loop.
Brands taking part include Coca-Cola, Heinz, Danone, Nivea and Ecover. Each offering 1 or 2 products.
I was a little bit disappointed to find that some of the brands featured in Loop’s PR (including Persil and Bulldog) are yet to appear on the site.
That being said, there is a wide choice of cupboard essentials. Everything from pasta and rice to biscuits, nuts and seeds.
Loop make the process easy.
The site is well designed - it is easy to browse and to search for specific items.
The product images are strong and descriptions are clear.
Like most e-commerce retailers, Loop are reliant on the service of their delivery provider.
In my experience, DPD have been reliable at delivery but the process of returning my tote hasn’t always gone smoothly. I must commend Loop on their customer service and their efforts to resolve the issues I faced with DPD.
There is a bit of an investment to get you started.
For each product you buy you pay the price of the item plus a refundable deposit for the container.
Before you even add the deposit, you are paying a premium compared to what you would pay in the supermarket.
There is also the £10 deposit for the tote it all comes in and the cost of delivery to factor in… Delivery will set you back £6.90 unless you spend over £40, which I found difficult given the limited range.
Once you get into the process of returning your empty containers, the deposits will sit in your account to use on your next order and the overall costs start to seem more reasonable.
While an increasing number of us are more eco-conscious, we’re not prepared to pay more for a sustainable product. Many people will struggle to weigh up the costs vs. the benefits of this type of model.
Does this kind of model have a future?
I can see the Loop model working really well in the long-term, it seems like a simple solution to a huge global problem.
For now, the initial investment, premium prices and limited range will make it hard for Loop to recruit new users.
As some items run out before others, the whole process will work better as the range expands. Because I struggle to spend £40 each time I want to replenish an item, the £6.90 delivery fee causes me to delay my next order.
If Loop have enough passionate fans on board to build and scale up, they can evolve into something that mainstream audiences will get on board with.
Shopping in a new channel is a great way to understand the opportunity and the challenges. Get in touch to find out how I can help you explore new places to reach your shoppers.
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