Preparing for DRS: how to exceed shopper expectations
DRS launches in October 2027. Getting the machine in is only half the job. This latest partner feature from Coca-Cola Europacific Partners and TOMRA looks at what shoppers actually expect, and how convenience stores can turn bottle returns into basket spend.
What the research says
- Over half of consumers know DRS exists, but 39% have never heard of it and 30% don’t know the detail yet, so early, clear communication matters
- 75% rate the idea positively, and 89% already recycle plastic, so goodwill is there if returns feel simple
- 9 in 10 shoppers spend their refund in the same store, and return trips often mean a larger basket
- About a third would switch store if the queue is long or the machine is down
What retailers can do
- Brief staff so they can explain DRS face to face
- Use clear signage for what can be returned, how the machine works and how refunds work
- Show price and the 20p deposit separately, and use the Exchange for Change logo on eligible packs
- Rationalise drinks to best sellers during the transition, so old and new stock doesn’t confuse shoppers
- Put offers near the reverse vending machine and on the path to the till
- Lean into community pride: local return points, tidy streets, even charity tie-ins
The line that lands hardest: shoppers won’t judge DRS by the law. They’ll judge it by the return experience in your store.
