Tomra launches loyalty program in Michigan supermarkets

The Tomra Makes Change program rewards consumers for depositing beverage containers in reverse vending machines.

September 27, 2016

Tomra Systems ASA, Shelton, Connecticut, a global provider of reverse vending machines (RVMs) and sensor-based sorting equipment, has launched a new loyalty program in Michigan supermarkets. Consumers who take their empty bottles and cans to stores statewide to deposit in a redeem machine, or RVM, can register to earn rewards.

The program, called Tomra Makes Change, encourages consumers to turn in their empty plastic, glass and aluminum bottles and cans to earn rewards, such as gift cards or tech accessories, or they can donate their points to various national nonprofit organizations. In addition, stores are able to set up Tomra Makes Change programs to benefit local organizations, such as high school marching bands, scout troops, sports teams or food banks. Piloting in Michigan, the program will be available on Tomra’s new RVMs, according to the company.
“Tomra Makes Change is a fantastic way for supermarkets to attract consumers and increase foot traffic in their stores. It is also a high-profile opportunity for supermarkets to position themselves as national leaders in store-based recycling initiatives,” says Ryan Drake-Lee, director of strategy and commercial software at Tomra.

Using Tomra Makes Change, a consumer brings his or her empty containers to the RVM and uses the touch screen to register an email address. Once registered, he or she inserts used bottles and cans into the machine, which accepts up to 60 bottles per minute. The machine registers the deposit and allocates points to the person’s rewards account.
Later, the consumer can access his or her rewards account via the Tomra ReAct mobile or web app to track points earned as well as overall recycling impact, according to the company.
“This program unifies the financial, social and environmental reasons to redeem containers, giving consumers a way to turn small change into big change,” says Drake-Lee.
Retailers who are interested in hosting a Tomra Makes Change program can contact Drake-Lee at
Tomra was founded in 1972 to design, manufacture and sell RVMs for automated collection of used beverage containers (UBCs). Today Tomra says it continues to innovate within two main business areas: Collection Solutions (reverse vending, material recovery and compaction) and Sorting Solutions (recycling, mining and food sorting). Tomra has 170,000 installations in more than 80 markets.