Five Companies Collaborate to Launch Pilot Test of Circular Platform Combining "Collection" and "Sales Promotion"

Dentsu Inc .and DENTSU PROMOTION PLUS INC. commenced a pilot test of the "Don't Stop There PLATFORM," a circular platform combining "collection and recycling" of empty containers with "promotional activities" such as coupons and points, in collaboration with Lawson, Meiji, and Nakadai Holdings on Thursday, November 30. The trial will run until Tuesday, January 30, 2024. It aims to verify changes in consumer awareness and behavior regarding collection and recycling, as well as the volume of collected items and the effectiveness of sales promotions.

While the need for collection activities is growing to realize a circular society, progress has been slow relying solely on goodwill. This is because collection is cumbersome for consumers and increases costs for companies. Conversely, countries with advanced collection systems have achieved a circular economy through mechanisms that promote "collaboration" between companies and consumers.

Dentsu Inc. aims to build such collaborative relationships accessible to both companies and consumers. It has planned and developed the "Don't Stop There PLATFORM" as a space where numerous companies, consumers, and governments can collaborate across sectors and industries. It continues to recruit participating companies to advance the social implementation of the circular economy.

Circular Platform "Don't Stop There PLATFORM" Concept Diagram for Proof-of-Concept Testing

[Proof-of-Concept Experiment Overview]
First, consumers are asked to deposit paper-packaged products (products bearing the paper pack mark, washed, opened, and dried) and plastic caps, including "Meiji Oishii Milk," available at Lawson stores, into resource collection boxes installed inside participating Lawson stores. When doing so, consumers scan the product's JAN code with their smartphone to confirm deposit, and in return, receive a discount coupon for Meiji Oishii Milk. Coupons can be used at all Lawson stores within the redemption period, and the collected items will be recycled by Nakadai Holdings, the recycling company.

[Participating Stores]
Lawson Kita-Otsuka 1-chome Store (Kita-Otsuka, Toshima-ku, Tokyo)
Lawson Gate City Osaki Atrium Store (Osaki, Shinagawa-ku, Tokyo)
Lawson Yotsuya Samoncho Store (Samoncho, Shinjuku Ward, Tokyo)

Resource Recycling Box Image

[Implementation Period]
Service Operation Period: Thursday, November 30 - Tuesday, January 30
Coupon Redemption Period: December 1 (Fri) – January 31 (Wed)

■Participation Page Here

■Press Release for This Matter