When Gordon launched Sweden's first circular system for home deliveries of chilled food, the focus was on climate benefits. Now, new figures from Coop show that the solution not only reduces waste of disposable packaging - it also contributes to stronger and more sustainable customer relationships.
Coop has now made over 20 000 loops with Gordon Circular, replacing 2.5 tonnes of disposable packaging. The circular bags have also now made more than 5 loops each, a tipping point for when they have less of a climate impact than a single-use paper bag. Having used Gordon Circular in parts of its e-commerce, Coop's data shows that beyond the climate benefits, the solution contributes to:
- Doubled lifetime value per customer (CLV)
- Significantly reduced churn
"For our customers, this has become an appreciated part of everyday life. Not having to handle paper bags is perceived as both convenient and sustainable. We see that it has contributed to increased loyalty and more satisfied customers," says Niklas Zeitlin, Head of E-Commerce & B2B, Coop Sweden.
Gordon Circular is a complete system for circular e-commerce packaging. Instead of throwing away paper bags or cartons after each delivery, the packaging is returned, washed and reused. In addition to the physical packaging, the system includes a technical platform, traceability, laundry solution, logistics flow, business model, consumer experience and sustainability benefits.
Next step: circular scale up
Gordon Circular has now been tested in live operation in Coop's home deliveries with very good results. Based on the experiences, Coop plans to broaden the use to more markets and customer groups. In parallel, Gordon is further developing the system together with Jönköping Municipality, Samhall and Coop for the public sector - where the elderly care in Jönköping is the first to use the solution with support from Vinnova.
"We see it as a natural evolution of e-commerce. Consumers want to shop sustainably and avoid waste management of disposable packaging. With Gordon Circular, they get a simple solution that makes a difference," says Ali Ghoce, CEO of Gordon.
Get in touch for more information:
press@gordondondelivery.com
Coop's press office: 010-743 13 13 or media@coop.se
Press photos
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Coop Sweden
CEO Gordon
