Marketing – refill

This guide shows how to market refill systems for real adoption. You will define a clear value proposition across economic, environmental, and convenience benefits, and translate it into targeted communications at the point of sale and across digital channels. We’ll cover packaging design as a marketing asset, promotions and campaigns that onboard first-time users, and price strategies that highlight price-per-weight savings. You will learn practical onboarding scripts, loyalty and incentive tools, and behavior change tactics to overcome hygiene and convenience barriers. Guidance on localization, partnerships with brands, NGOs, and municipalities, and retailer enablement is included. You will also track retention and impact, and use a simple strategy chart to connect audience, channels, offers, and metrics into a coherent plan.

Introduction to Marketing for Refill models

Marketing refill systems require a unique approach that goes beyond traditional product marketing. You’re not just selling a product – you’re promoting a behavior change, a new way of shopping, and a sustainable lifestyle choice. Success depends on effectively communicating the triple benefit: environmental impact, cost savings, and convenience.

The most successful refill initiatives have demonstrated that marketing must address both practical concerns (hygiene, quality, and convenience) and emotional drivers (environmental responsibility and community belonging). We provide practical strategies and proven approaches for effectively marketing your refill system.

Raising awareness with customers

Purpose

When designing a reuse or refill system, it’s essential to remember that people buy products not just for functional purposes, but also for emotional, financial, and lifestyle-related reasons. Therefore, to ensure wide acceptance and engagement, the system must deliver a mix of convenience, affordability, product variety, and desirability – not just environmental impact.

Refill systems must help customers feel like they are winning, not just compromising.

The Three Pillars of Refill Value

Your value proposition should address three key areas:

1. Refill models can fight the “poverty tax” — where people with less money end up paying more per unit because they can’t afford bulk packaging or access low-cost retailers.

• «Save 15-35% on every refill compared to packaged products»
• «Pay only for what you need – no waste, no excess»

2. Environmental Value

• «Each refill prevents [X] plastic containers from entering the waste stream»
• «Join thousands reducing plastic waste in [your community]»

3. Convenience Value

• «Refill in seconds with our easy-to-use dispensers»
• «Buy exactly the amount you need»
• «Available at your neighborhood store»

Template: «We help [target customer] to [achieve desired outcome] by [unique method] while [additional benefit].»

Example Value Propositions:

For price-conscious consumers:

«Save money on daily essentials while reducing plastic waste – refill your containers and pay up to 30% less than packaged alternatives»

Why it works: It leads with the most compelling reason – saving money – and adds sustainability as a bonus, not the main pitch.

For eco-conscious consumers:

«Make a real impact on plastic pollution – each refill at our station prevents another plastic bottle from entering our oceans»

Why it works: Sustainability is the hook, but cost-savings is added to broaden appeal.

For convenience seekers:

«Get exactly what you need, when you need it – no more storing bulk purchases or running out unexpectedly»

Why it works: Convenience is emphasized, but framed in the context of everyday practicality and cost-effectiveness.

Algramo Insight “Price is the top motivator. Sustainability and convenience support the decision but rarely drive it alone. Reuse models must show people how they’ll save money first.”

Explaining Refill to Customers: Effective Onboarding for Refill Adoption

Refill adoption hinges on overcoming common consumer barriers—especially the difficulty many have in accurately comparing refill products with traditional pre-packaged goods. One critical barrier is the lack of price-per-weight literacy, which often leads customers to mistakenly perceive refill options as more expensive. To address this, you need a straightforward and transparent way to communicate value.

Educate Customers on Price-Per-Weight

Help customers understand the true cost savings by clearly presenting the price per liter or kilogram of refill products alongside comparable pre-packaged items. For example:

• “Our refill costs $X per liter, compared to $Y per liter for single-use packaging.”
• Visual side-by-side price comparisons create instant clarity and reduce confusion.

This transparency is essential for building trust and promoting informed choices that highlight refill’s financial advantage.

Customizing Onboarding for Different Customer Types

• B2C (Individual Consumers):

Communicate in simple, visual, and relatable ways. Emphasize:

• • Cost savings: “Only pay for what you need and save up to 30%.”
  • Environmental impact: Use counters that show “plastic bottles saved” to make benefits tangible.
  •  Provide clear, reassuring instructions to reduce apprehension about refill systems.
  • Personalization: For example, with products that could be mixed to meet personal preferences

Supporting tools like in-store signage, instructors, digital tutorials, and social media content can help reinforce these messages.

• B2B (Retailers, Institutions, Partners):

Focus onboarding on operational benefits and sustainability leadership:

• • Highlight cost savings at scale and improved supply chain efficiencies.
  • Provide case studies and pilot data (e.g., from Algramo and other successful programs) to build business confidence.
  • Offer training and collaterals to help staff communicate the benefits effectively to their customers.

Localizing Your Messaging at the Point of Sale

To increase engagement and relevance:

• Use local languages, expressions, and cultural references to connect with your communities.
• Collaborate with retail partners to co-create signage, labels, and staff talking points in local dialects.
• Engage local influencers or community leaders to endorse refill messaging authentically.

The Simple “Bring-Fill-Save” Customer Journey (refill on the go)

For refill on the go models, make the experience easy to understand and remember by breaking it down into three clear steps:

Step 1: BRING
“Bring your clean container or buy one from us”

• Show accepted container types
• Explain container cleaning or provide starter kits

Step 2: FILL
“Fill exactly what you need”

• Demonstrate dispenser use
• Show how product quantity is measured
• Guide product selection

Step 3: SAVE
“Save money and protect the environment”

• Compare refill cost versus packaged products
• Display impact on plastic reduction
• Recognize customer contribution

Why Price Drives Adoption

Insights from Algramo’s experience highlight that while sustainability and convenience matter, price is the primary motivator for customers choosing refill systems. Refill initiatives must clearly demonstrate cost savings upfront to win over price-conscious shoppers.

Establishing Customer Incentives and Loyalty: Key Takeaways for You

Incentives and loyalty programs play a vital role in keeping your refill customers coming back. While this topic is covered in depth in the Go-To-Market (GTM) section, here’s a quick summary of the essentials for you:

• Use incentives like discounts, points, or rewards tied to refill frequency to encourage repeat purchases and build habit-forming loyalty.
• Loyalty programs can be simple point systems, cashback offers, or exclusive member benefits designed to match your customers’ preferences and your business goals.
• Well-designed refill loyalty programs not only increase customer retention but also boost average spending and create brand advocates who promote your mission.
• Align your rewards with environmental goals—this enhances your brand image and resonates deeply with eco-conscious customers.

Point of Sale Communication: Engaging Your Customers

Refill models are new to many customers, making clear and compelling in-store communication essential. Your PoS strategy should educate, build trust, inspire trial, and encourage repeat refills by engaging customers before, during, and after their visit.

Use a multi-layered approach that blends visuals, interactivity, and digital tools to engage customers before, during, and after their visit.

1. Educational Displays

Help customers understand the “why” and “how” behind refilling.

• “Why Refill?” infographic – Clearly lay out the environmental and financial benefits
• Savings calculator – Let customers compare costs with single-use products
• Product information cards – Include ingredients, origin, refill pricing
• FAQ stand or signage – Address common concerns and how-to tips

2. Promotional Materials

Create excitement and drive action with regular promotions and storytelling.

• Today’s special offers – Highlight discounts for refills
• New product announcements – Especially refill-only items
• Customer success stories – Share testimonials with photos
• Monthly impact reports – Quantify plastic saved, carbon avoided

Encourage engagement with tools that guide and reward.

• QR codes – Link to video tutorials or refill instructions
• Feedback forms – Let customers share ideas or report issues
• Social media check-in points – Promote tagging and sharing
• Photo opportunities – “Refill Hero” wall or branded backdrop
• Gamification: integrate tracking of weekly/monthly/yearly impact (money, emissions, etc) – for consumers, stores or both!

4. Integrated Customer Apps

Integrate digital tools for consistent reminders and tracking.

• Push notifications – Remind users when it’s time to restock
• Discounts & promotions – Personalized based on refill history
• Carbon footprint tracking – Show cumulative refill impact
• App integration – If the retailer already has an app, add refill functionality

Additionally, make use of the customer database and existing loyalty programs. Collaborate with in-house marketing teams to:

• Send newsletters about the new refill system
• Offer early access or extra points for loyalty members who try refills
• Promote refill-related rewards within the existing loyalty scheme

Example: Algramo partnered with Lidl’s loyalty club to increase awareness and retention, demonstrating how refill adoption can be supported by tapping into already established customer relationships.

Customer Education – From Hesitation to Adoption

Customer education is critical to overcoming key barriers and driving both consumer behavior change and retailer buy-in. Different messages are needed for two key groups: shoppers and retailers.

Onboarding customers

Educating customers on how to use refill systems will be a key to your success. Do they need to download an app or pre-measure a container they brought themselves? What are the steps they need to follow to ensure a successful and enjoyable experience?

Despite the benefits of refills, adoption is often hindered by consumer concerns regarding cleanliness, effort, and unfamiliarity. Education must directly address these with proactive communication and visible reassurances.

Key Barriers & Communication Tips:

Barrier	Communication Tip
Hygiene concerns	“Our refill stations follow food-grade hygiene standards” + show staff sanitizing & certification signage
Uncertainty on how to use	Providing clear communication on dispenser instructions and use is key. This could be through a visual display, video (ie: via a QR code, etc. In addition, having someone to help customers get used to engaging with the dispener during the first months can be very useful to drive adoption.
Time/inconvenience	Highlight speed: “Refill in under 60 seconds!” via short videos or real-time demonstrations
Value doubt	Side-by-side cost comparison: «Refill: 20% cheaper than packaged» printed at POS & digital ads
Authenticity of brand	Use oficial logos and brand to show customers what product is being distributed. When possible, include the batch production, producer info on the packaging.

 

Collaborations and partnerships to support your communications efforts

How to partner for better adoption

Partnering with local and international NGOs can accelerate awareness, trust-building, and user adoption of refill systems, particularly in communities with low familiarity or hesitation around reuse. NGOs often have deep networks, credibility in local communities, and existing education or waste-reduction campaigns that can align well with refill models.

1. Co-branded Educational Campaigns

Collaborate with NGOs on joint awareness campaigns—like «Plastic Free July» or «Green Consumer Day»—to promote refill as a key action point.

Example:
Algramo partnered with Greenpeace Chile to educate citizens on the environmental cost of single-use plastics and promote refill via events and social media.

2. Access to Underserved Communities Organizations

Leverage NGOs with experience in low-income or informal settlements to introduce refill kiosks in underserved areas. NGOs can help identify trusted local champions, organize training for kiosk operators, and design inclusive outreach materials.

Tip: Draft MOUs that clarify roles in awareness-raising, co-hosting events, or even incentive distribution (e.g. NGO-sponsored refill vouchers for first-time users).

3. Align with SDG or ESG Programs

Partner with NGOs focused on Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production), SDG 11 (Sustainable Cities), and SDG 13 (Climate Action). This helps frame refill programs as part of broader impact goals—helpful for branding and accessing CSR funding.

4. Align with local government

Leverage the power of the local government to push the reuse concept and raise visibility. For example, before the 2024 Summer Olympics in Paris there was a push to ensure reuse options were available in the city, and a website was created to showcase what people could do to reduce their own footprints.

5. Extend your reach through brand collaboration

Use the power of brands (and their marketing budget) to drive reuse adoption. For example, retailers working with brands can co-promote the benefits of their refill options, refill companies can tap into brand customers to share targeted promotions. Find more examples in the go-to-market chapter for more ideas!

Behavioural change

Consumer behavior change is one of THE most complex parts of building and scaling a successful refill model. Switching to refill is more than a transaction; it’s a behavioral change. Applying behavioral science principles can gently guide users toward forming new refill habits. It is also very important to understand your target audience and what drives them as you flush out your value proposition.

To address consumer behaviour, we should consider 3 levels of influence:

1. Contextual Influences: Factors such as price, accessibility, ease of use, time required.
2. Social influence: Factors such as peer behaviour, authority figures, advertising.
3. Psychological influence: The psychological factors at play – from intentions and trust to habits and emotional triggers.

When we apply this lens to refill, we uncover invisible barriers – and new opportunities to design for ease and impact.

As we mentioned earlier, you can show the specific price point in comparison to the cost of a single-use item by showing the cost per liter / KG / relevant metric against both options. But price is not the only influencing factor. If the refill cost difference is so small, a customer might opt for the more convenient single-use option instead. You will need to play around with your marketing tactics, price-point, discounts, etc to help them change their behaviour, and develop a reuse mindset shift.

Encouraging Behavior Change: Principles and Practical Nudge Tactics:

Behavior change is essential for driving refill adoption. To design effective interventions, we need to address both motivation and habit formation by combining core behavioral science principles with practical nudges that make refill the default, attractive, and rewarding choice.

Foundational Behavior Change Strategies

1. Simplify the Action
   1. Make the refill process intuitive and visible (clear signage, easy flow, minimal steps).
   2. Reduce cognitive load by offering preset refill options (e.g., “Top Up 500ml”).
2. Build Trust & Familiarity
   1. Repetition and visual cues help customers overcome the discomfort of trying something new.
   2. In-store demos or staff “refill champions” can model the behavior.
3. Create Positive Associations
   1. Position refill as smart, modern, and responsible—not a sacrifice.
   2. Leverage cultural values like thriftiness, community care, or innovation.
4. Social Norms and Social Identity
   1. Use testimonials and peer stories.
   2. Showcase refill as a growing movement customers are proud to join.

Practical Nudge Tactics

Building on these behavior change foundations, the following low-cost nudges can help trigger action and reinforce habits:

1. Commitment Device
    Ask customers to sign a “Refill Pledge” or scan a QR code that tracks their personal impact (plastic saved, money saved).
2. Social Proof
    Show a real-time counter:
    “124,820 bottles saved this month by refillers in [City Name]”
3. Default Bias
    Offer pre-filled reusable containers for first-time buyers to eliminate decision fatigue.
4. Small Rewards
    Every 5th refill earns a free bonus (like a sachet of product or branded container label).

Additional References:

• Accelerator session from the World Circular Economy Forum covering consumer behavior topic
• Sustainability shows growth opportunity for FMGC goods in this recent Kantar Media study. Read more about the 3 consumer categories: eco-actives, eco-considers and eco-dismissers, with eco-actives on the rise!
• Free online course on behaviour change from BeHaven
• Behaviour Change Toolbox Methodology from GIZ
• Unpacking Customer Perspectives on Reusable Packaging (USA)

Localizing Your Refill Marketing Message

To successfully scale reuse and refill initiatives, localizing your message to fit distinct cultural and socio-economic contexts is critical. What resonates with consumers in Europe might fall flat in Asia or Africa without adaptation.

Key Cultural and Socio-Economic Considerations:

• Use familiar proverbs or local idioms:
  In Indonesia: “Sedikit demi sedikit, lama-lama menjadi bukit” («Little by little, it becomes a hill») to reinforce the cumulative impact of reuse.
• Reflect traditional reuse practices:
  Emphasize continuity with older habits (e.g., “Your grandma reused – so can you.”)
• Adapt visual identity:
  Ensure posters, symbols, and characters reflect local dress, languages, and ethnic representation.
• Flexible pricing models:
  Allow cash-based refills in areas with low digital penetration. Use mobile money or refill cards in markets like Kenya.
• Community involvement:
  Pilot refill campaigns in collaboration with local women’s groups or youth organizations to enhance credibility.

Highlighting the Social Business Aspect as a Differentiator

Social businesses delivering refill solutions often bring holistic community impact beyond environmental benefits. This creative differentiation can strengthen your local value proposition by:

• Supporting local employment and entrepreneurship
• Providing inclusive access to affordable, sustainable products
• Building circular economy ecosystems that empower marginalized groups

When local consumers see that your refill program contributes to social good—such as creating jobs or uplifting women-led enterprises—they are more likely to embrace and advocate for the initiative.

Customer retention rate

The customer retention rate (CRR) measures the percentage of customers who continue to use a service over a specified period. In the context of refill models (e.g., for staples such as rice, oil, or cleaning supplies), it reflects how successfully the model fosters repeat behavior and loyalty among users. This is especially important for refill – you will spend a lot of effort convincing customers to change their habits to reuse, let’s ensure they continue to use it!

Tips to measure Customer Retention Rate – CRR:

1. Define the time period — ie: monthly, quarterly.
2. Track registered refill customers — for models implementing loyalty cards, mobile apps, refill IDs, or point-of-sale data you can easily track users. For those using non-technical models you could consider implementing physical cards to track use (ie: punch/stamp for each use).
3. Determine the number of returning customers — count how many customers from the beginning of the period are still actively using the refill service at the end.
4. Subtract new customers acquired during that period — this will help you focus on retention, not acquisition.

 

Get inspired:

Check out these case studies and best practices for marketing reuse models in different regions

 

Latin America:

• Algramo (Chile): A pioneer in smart dispensing and reusable packaging, Algramo combined tech-enabled refill stations with targeted partnerships and loyalty programs (e.g., with Lidl) to drive adoption and retention. Their marketing emphasized cost savings (fighting the «poverty tax») alongside environmental impact.
• Social business in LATAM often collaborate with NGOs and leverage community networks to build trust and scale reach effectively.

Africa:

• In Africa, startups like Wasoko (Kenya) focus on serving informal retailers through mobile ordering and quick delivery, integrating payment solutions like M-Pesa which are widespread.
• Marketing approaches here frequently involve community engagement and mobile-first strategies, adapting to lower digital penetration and cash-based economies.
• Local social businesses blend sustainability with social impact by creating jobs and empowering informal sectors.

Europe:

• European refill programs benefit from strong regulatory support and consumer awareness but face diverse cultural nuances across countries.
• Campaigns often highlight convenience and lifestyle benefits alongside environmental values.
• Collaborations with municipalities and NGOs are central to awareness campaigns and public trust building (e.g., Paris Green Olympics initiative).

Asia:

• Asia-Pacific markets show growing innovation in refill with pilots aligned with local habits and mobile payment ecosystems (e.g., use of mobile wallets in Southeast Asia).
• Marketing success depends on localized messaging using cultural idioms and traditional reuse practices to connect authentically with consumers.
• Partnerships with local women’s groups and youth organizations enhance community adoption and credibility.

Algramo tips for refill marketing: It’s critical to have someone during the first months to onboard the users and break the ice with the dispensers, people usually don’t engage with a dispenser at first because they are afraid, or they don’t know how to use it. This is key!

Include the Poverty Tax

Based on Algramo’s experience, the main drivers have always been price, followed by sustainability and convenience. They mustn’t rely solely on sustainability; it’s good and relevant to consider it, but it’s not enough. Price is always the primary driver.