United States: An Inviting Recycling Experience at Kroger
Bottle rooms have always been viewed as an unpleasant experience and area to be avoided if possible. Through a strategic partnership with Envipco, Kroger is changing that perception. Giving their customers a positive experience that delivers a “wow” prior to entering the store ultimately impacts the shopping experience. As a result of the positive initial response, Kroger has made the decision to transform all of their bottle rooms into Recycle Centers.
The initiative began when Kroger was seeking an alternate solution to their current bottle room profile that was cost effective, clean, efficient, and would provide their customers with a positive environment to recycle beverage containers.
Using our UltraHDS machine platform, Envipco's creative design team came up with a “first of its kind” design package to transform this bottler return room into a new Recycle Center. With custom graphics and a unique herringbone layout, this Center communicates Kroger’s commitment to the environment, integrates product promotion, and maximizes operational efficiencies.
The UltraHDS leads the industry in container storage by dedicating storage bins for can and plastic containers. This feature significantly reduced the labor associated with changing bins by reducing the number of trips to service the machine.
The creative theme was developed around some of Kroger's environmental objectives and initiatives, but taken a step further by incorporating private label product promotion. This approach engages customers with recycling messages and impacts purchase decisions prior to entering the store. Images that hit close to home and traditional environmental colors were chosen to communicate the positive and clean image that Kroger was seeking.
The UltraHDS also enhances cleanliness by evacuating containers from the customer service area to storage bins in the back room. This feature confines odors and bin leakage away from the customer to the storage area.
Customers now rave about the clean and comfortable feel of the bottle room. They really like the herringbone machine layout, which gives them a sense of having their own space as they recycle.
"I am a regular shopper at the Kroger store on Ecorse Rd. and I love the new recycle bins! Thank you for designing them that way. Great Work! Keep it up."Cindy Ellenbrook-Taylor
"...terrific improvement over the last system. I love the graphics." Cathy Adams-Lincoln Park
"I like the look! It's clean and appealing. I also like that I can use one machine for both can and plastic..." Sandra Chassy-Dearborn Heights
"I think these (machines) are great! I really like the green..." Michael Marinette -Taylor
"It’s nice to walk in here and see the machines looking like this. It’s a lot better than the old area, you know." Dan Accord-Taylor
"I like the look...its much cleaner..." Carol W.-Dearborn
