Tomra Systems ASA, Shelton, Connecticut, a provider of reverse vending machines (RVMs) and sensor-based sorting equipment, has signed an agreement to acquire Greenbean Recycle Inc., Summerville, Massachusetts, a company that produces technology for RVMs that facilitates rewards and incentives for customers.
Founded in 2010, Greenbean has developed technology that enables the recycling refund from an RVM to be transferred to any digital payment account without requiring a paper receipt or cash register. Greenbean worked with Tomra in 2011 to add the software in the RVMs in educational settings, launching the first Greenbean RVM at the Massachusetts Institute of Technology (MIT). Greenbean implementations are in nine colleges in Massachusetts and Indiana.
Tomra says it will integrate the rewards technology into its ReAct platform, which Tomra describes as “a consumer engagement system designed to enhance the recycling experience, providing rewards and incentives for consumers using RVMs to recycle bottles and cans.” According to the company, ReAct personalizes the process of recycling and uses social media to highlight and reward top recyclers.
The company says it plans to use personalization technology to provide more value to its customers, grow organically in nonretail locations and continue to support its presence at colleges, universities and public spaces.
Greenbean’s technology facilitates a retailer’s interaction with customers, Tomra says. Based on a consumer’s recycling habits, a retailer can provide loyalty points or coupons to ensure the funds are spent in the store.
“We are excited to continue Greenbean’s pioneering work of creating a digital engagement platform for RVMs,” says Hakon Volldal, executive vice president and head of Tomra’s Collection Solutions business area. “Tomra’s goal is to create a truly unique and rewarding experience for all RVM users, leveraging technology to reward and incentivize them.”
He adds, “We hope our retail partners will get excited about the RVM's enhanced capabilities to gather shopper insights and deliver marketing messages and rewards right there in the store.”
Shanker Sahai, CEO of Greenbean Recycle, says, “Greenbean was founded to make RVMs convenient and more accessible, which would increase recycling rates. By incorporating Greenbean technology into Tomra’s ReAct program, Tomra can engage RVM users and increase recycling rates with its broad and growing customer base and worldwide presence.”