TOPUP TRUCK - Overcoming Barriers to Refill Adoption Through Behavioural Intervention and User-Centred Design

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TOPUP TRUCK is a mobile zero waste shop eliminating single use plastic packaging from the last mile of the consumer supply chain in a fun and engaging way. Customers do their refill shopping from the convenience of their own street.There are 56.5bn units of single-use plastic packaging sold annually in the UK. In-store refill and online delivery of prefill options are becoming increasingly available, but there are still currently limited ways in which consumers can access refill. Previous studies on supermarket refill trials show that barriers emerged when customers had to get public transport or walk to shops - meaning that only car users can do decent sized refill shops.Over the next three years, to meet the UK Plastic Pact targets, we need a variety of solutions with potential to scale rapidly and we need to address the barriers which prevent their uptake. In order to drive widespread behaviour change, solutions must meet consumer expectations in the areas that matter most.TOPUP TRUCK aims to deliver on that and proliferate access points in urban environments.Our approach to refill is fun, communal, and novel and attracts lots of attention in the communities we serve. We want to increase our reach, continue to lead our competitors and grow our business, so we have partnered with UAL who will lead the research, designing and conducting a study to understand the barriers and opportunities to further adoption.TOPUP TRUCK has had 2 years of trading and in that time built a loyal customer base in the hundreds, attracted the attention of global news outlets and praise from around the world as an innovative solution to the plastic crisis.By having a close digital and in-person relationship with customers and prospective customers from first contact through to post-purchase, we aim to understand how a mobile refill shop can be optimised in terms of customer experience and communications to develop a refill service that anyone can use.