Green Club: Yes, we ‘can’! Contributors: Anna Pastwa | Gyan Prakash | Nichlas Kvist Jørgensen Simon Overgaard | Victoria Vic [Group 4]

 Keep high level of performance  Lack of incentives  Near zero brand identity Challenges

Problem Statement  Despite the high performance level of Dansk Retursystem, it is lacking brand awareness and user engagement which are key trends in the future for modern companies.

Trends  Gamification  Smartphone interaction  “Buying into something”

Solution  Gamified loyalty program  Creation of a ‘nudge’  Benefits to loyal recyclers

Download app and sign up Start recycling Scan receipt and obtain points Use points for benefits STEP 1 STEP 2 STEP 3 Green Club: Working Mechanism STEP 4

Customer Feedback Interest in the app

Marketing TV CommercialsSponsorships Social mediaPant-machines

Implementation October m 2. 1 m 3.3 m y y 2 m 1 – Market Research, 2 – App Development, 3 – Hiring, 4 – Execution of Marketing Strategy, 5 – Partnering with companies; 4.1 Pant Machine, 4.2 Sponsorship, 4.3 Social Media, 4.4 Television 6. Launch *y = year, m = month 6.

Financials CostsCourtesyDKK App DevelopmentPikuseru Team3 hires Social Media AdsFacebook ads Pant Machine AdsPosters (vistaprint) SponsorshipsFree coffee event Television adsTV2 Primetime, Oct & Nov Total

Appendix

Segments years oldYouth are critical and more demanding for innovative solutions. They don’t have a specific solution for them PROBLEM years oldThey already have been introduced to the new Pantstation which is convenient for them. NO PROBLEM years oldThey want simple solutions they are used to and is convenient. The shops works fine for them. NO PROBLEM

Partnership USPs  A broad youth segment as sales channel.  A green profile/CSR  Potentiel to sell more products when consumers engage with partner.

Example of point-system

Gamification “Gamification can help get stakeholders passionately and deliberately involved with your organization.” “Game-style engagement can bring an element of enjoyment to otherwise dull or challenging tasks.” “Gamification can be used to nudge people” - Deloitte Review