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

TOPUP卡车是一个移动零废物商店，以一种有趣和吸引人的方式从消费者供应链的最后一英里消除一次性塑料包装。顾客在自己的街道上方便地进行补充购物。英国每年销售565亿个一次性塑料包装。店内加注和在线预加注的选择越来越多，但目前消费者获得加注的方式仍然有限。此前关于超市续杯试验的研究表明，当顾客不得不乘坐公共交通工具或步行去商店时，就会出现障碍——这意味着只有开车的人才能去规模合适的续杯店。在接下来的三年里，为了实现英国塑料公约的目标，我们需要各种各样的解决方案，这些解决方案有可能迅速扩大规模，我们需要解决阻碍它们采用的障碍。为了推动广泛的行为改变，解决方案必须在最重要的领域满足消费者的期望。TOPUP TRUCK旨在实现这一目标，并在城市环境中增加接入点。我们的续杯方式是有趣的，公共的，新颖的，在我们服务的社区吸引了很多关注。我们希望扩大我们的影响范围，继续领先于竞争对手并发展我们的业务，因此我们与UAL合作，UAL将领导研究，设计和实施一项研究，以了解进一步采用的障碍和机会。TOPUP TRUCK已有2年的历史，在此期间建立了数百个忠实的客户基础，吸引了全球新闻媒体的关注和世界各地对塑料危机的创新解决方案的赞誉。通过从第一次接触到购买后，与客户和潜在客户建立密切的数字和面对面的关系，我们的目标是了解如何在客户体验和沟通方面优化移动加注店，以开发任何人都可以使用的加注服务。

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.