Together with our partners, we have developed solutions for reusable packaging and for digital image standards, which GS1 Germany honoured with the ECR Award. Both the reusable alternative "Einfach Mehrweg" and the development of an image standard for digital staging up to market maturity convinced the jury.
ECR Award 2023 in the "Sustainability Excellence" category
The reusable alternative for disposable packaging developed and introduced jointly by REWE, SYKELL and Interzero, "Einfach Mehrweg", has been honoured with the "ECR Sustainability Award 2023". The award honours the cross-company cooperation for the exemplary nature of the project in terms of optimising the value chain and increasing customer benefits.
The special features: "Einfach Mehrweg" is an open, deposit-based reusable system in which any company with a to-go offering in the food retail and catering sectors can participate - regardless of its size. The shape and design of the various "Einfach Mehrweg" trays and cups allow for flexible and varied use as well as return to the reverse vending machine at one of the more than 5,000 acceptance points - including deposit clearing. With around 3,700 stores in Germany, REWE alone offers all customers a return option in their neighbourhood, regardless of where the returnable container was borrowed.
And the containers are cleaned by an industrial rinsing system, which ensures the highest level of hygiene in terms of consumer protection. For the users, the handling is extra low-threshold because no app, no customer account and therefore no registration and disclosure of personal data are required for borrowing.
"We are delighted that the 'Einfach Mehrweg' concept convinced the jury," says our Peter Maly. "'Einfach Mehrweg' is simple for our customers. The solution is practical for our stores and efficient for all partner companies and logistics. 'Simply Reusable' has the potential to set an industry standard. This approach of helping our commitment to sustainability to have a greater impact through a multiplier effect is important to us. Because it is good for the environment and for more reusable packaging in the future." In June, Federal Environment Minister Steffi Lemke honoured the sustainable and holistic reusable system with the German government's "Blue Angel" eco-label.
As part of its packaging reduction strategy, REWE has introduced the "Einfach Mehrweg" containers and beverage cups nationwide. Since the beginning of the year, these have been available for all out-of-home consumption offers where previously only disposable packaging was used.
Steffen Kujus and Katrin Müller (both REWE Group Buying) accept the award from presenter Regina Haas-Hamannt (left).
ECR Award 2023 in the "Operational Excellence" category
The digital presentation of products is a key success factor in omnichannel. Images play a decisive role in this. According to the image standard, data providers must provide at least one product image per Global Trade Item Number (GTIN) for packaged consumer units for new products via the Global Data Synchronisation Network (GDSN). Mars, Procter & Gamble and REWE, together with eder and other companies on the "Data Excellence Board" and the interdisciplinary "Media Assets" specialist group, have continuously developed this standard to market maturity. All requirements for photography, marketing, e-commerce, print and asset management were taken into account. This holistic, cross-industry and cross-genre approach chosen by the group of experts from industry and retail convinced the jury and is already being used in practice in many cases. It is therefore a success story for the efficient creation and automated transfer of standardised product images on all channels.