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The reverse vending machine as
Reverse vending machines are now one of the most frequently visited service points in supermarkets and drinks outlets. Returning empties is routine and this is exactly where the potential lies: where customers stand, wait and interact, attention is generated. These few minutes at the vending machine are an important contact area - with enormous reach, a clear target group and measurable impact. In retail, every visual contact counts. Offering entertainment, information or incentives at this moment extends the customer journey - and increases sales.
Which advertising works best on reverse vending machines?
Additional large-format screen vs. integrated screen
Integrated displays are close to the customer but often very small. They therefore only offer limited opportunities to address customers.
A large-format screen can be installed next to or above the reverse vending machine and attracts attention from a distance. Customers see the content before they even start to return the items. This creates reach, visibility and brand presence - far beyond the actual user of the machine.
The space is ideal for emotional storytelling, image advertising and seasonal campaigns. Moving images, strong brand messages and promotions in a large format are more memorable than short messages on small displays. The large screen acts like a digital poster with high impact and recognition at the POS.
Technically, the solution is easier to implement and can be controlled centrally. It can be integrated into existing digital signage systems without interfering with the vending machine software. Maintenance and content replacement are uncomplicated, and scaling across many branches is quickly possible.
The integrated display offers proximity and interaction - the large screen, on the other hand, offers reach, interaction and maximum visibility. If you want to attract attention in the entire returns area, the large-format screen is a strong, emotional touchpoint in the store.
Promotion on a separate large-format screen
next to the reverse vending machine
- Product offers
- Image videos, such as sustainability adverts, regional sponsorship adverts
- Cross-promotion, e.g. for new drinks or reusable campaigns
- Brand messages, e.g. seasonal campaigns
- Industry-funded retail media campaigns
-Communication of fundraising campaigns: Customers can donate pledge amounts to charitable projects.
Promotion on integrated
Screen in the reverse vending machine
- Loyalty integration: Loyalty point collection with connection to loyalty cards or retail apps for bonus points.
- Competitions: QR codes or touch interactions directly at the machine activate playful participation. (Print receipt with code or via app)
- Coupons and discounts: Print personalised offers directly after the return or provide them digitally.
Content that works!
This promotion is suitable for reverse vending machines
Retail media campaigns
Empties return as part of the retail media campaign allocation
Retail Media is growing strongly - and every new space counts. Digital connectivity and programmatic control turn reverse vending machines into booking spaces for retail media. Advertisements, promotion codes and even sponsorship of successful returnable campaigns are centralised and brand-compliant across all touchpoints. This opens up new sources of revenue for retailers and a valuable analytical data stream for marketing - the reverse vending machine becomes a real performance area and innovation driver in stationary retail.
The reverse vending machine offers brands a highly frequented, data-supported advertising space that makes a measurable contribution to conversion. Centralised campaign management integrates reverse vending machines into existing retail media networks. This turns reverse vending machines into an integral part of advertising communication at the POS.
Product offers
Flyer advertising & promotions
Reverse vending machines offer retailers the opportunity to generate not only attention but also sales with visibility and entertainment directly at the touchpoint. Advertise where many customers are guaranteed to linger for a moment - the interaction rate is top, and the opening rate of the advertising space is virtually 100%. Turn your reverse vending machine into a profitable channel for brand and retail advertising.
Image advertising
Great cinema for your brand - image advertising at the POS
The digital screen is your strongest stage directly at the reverse vending machine. Communicate the services you offer, such as delivery service or Click & Collect.
Show where your wines, beers and mineral waters come from - portray regional breweries, winegrowers and springs. Add moments of pleasure, food pairings and seasonal recommendations.
Communicate your commitment to the local handball club or other regional sponsorship projects. Authentic content creates trust, strengthens your brand and turns shopping into an experience.
Sponsoring communication on the screen
- Association partnership: Visualise with logo and image
- Matchday tips: „HSG is playing tonight - we're keeping our fingers crossed!"
- Emotionalisation: team photos, goal celebrations, team presentations
- Cross-promotion: discount campaign on match day for club members
- Local identity: sponsorship as proof of genuine roots in the region
How to design beverage advertising at the POS correctly
Legal requirements - effective design elements
MANDATORY DATA
1. sales description
→ What exactly is it? (e.g. „orange juice“, „carbonated mineral water“, „lemon flavoured soft drink“)
2. list of ingredients
→ All ingredients in descending order by weight.
→ Additives must be clearly labelled (e.g. „with colouring“, „with sweetener“).
3. allergens
→ Must be clearly emphasised (e.g. bold or capitalised).
4. net filling quantity
→ e.g. „0.5 l“, „1 l“, „330 ml“.
5. best before date (BBD)
→ „Best before ...“ or for very short-life products „Use by ...“.
6. name and address of the food business operator
→ Manufacturer, bottler or importer based in the EU.
7. batch number (batch labelling)
→ Used for traceability.
8. nutritional table
→ Per 100 ml: calorific value, fat, saturated fatty acids, carbohydrates, sugar, protein, salt.
ADDITIONAL MANDATORY INFORMATION
(depending on the type of drink)
- Alcoholic beverages (>1.2 vol.-%)
→ Alcohol content in per cent by volume: „Alk. 5.0 % vol“.
- Caffeinated drinks
→ Warning: „Increased caffeine content. Not recommended for children and pregnant or breastfeeding women.“
- Drinks with sweeteners
→ Note: „With sweeteners“ or „Contains a source of phenylalanine“ (for aspartame).
- Fruit juices, nectars, soft drinks
→ Minimum fruit content (e.g. „Fruit content: 10 %“).
- Mineral water
→ Recognised source designation, analysis values, location of the source, „carbonated“ if applicable.
OPTIONAL (quite common in supermarkets)
- Indication of origin (e.g. „Made in Germany“)
- Recycling instructions or deposit symbols
- Marketing texts, slogans, serving suggestions
Our advice:
Expertise? WOW!
With our on-site consultation, we offer you something special: 30 years of concentrated experience in the field of in-store marketing. In short: expertise with a real WOW effect. Because you will learn how to get the most out of your POS technologies thanks to our point-of-sale solutions - and make your life noticeably easier.
Of course: We don’t know everything – but we know exactly which experts we can bring in to answer every question. This is possible through our network of experienced hardware partners. From Canon to LG to SAMSUNG through to SAP. That’s how consultation works.
That’s how WOW works. Therefore: When shall we get started?
Frequently asked questions about
Promotion at the reverse vending machine
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What is a reverse vending system and why does it have marketing potential?A reverse vending system recognises and sorts returnable bottles, issues receipts and is linked to the checkout system. Modern systems also have digital screens or content modules, which can be centrally displayed.
This turns a technical infrastructure into a retail media touchpoint. The reverse vending machine becomes part of the communication network in the store - similar to self-checkout terminals or digital signage displays. -
Which advertising messages are suitable for reverse vending machines?Traditional promotions usually end on the shelf. But the return offers the perfect moment for brand loyalty: customers are active, attentive and emotionally involved („I get my deposit back“).
Entertainment elements, such as short entertaining adverts, competitions or fundraising campaigns, extend this moment and combine sustainability with brand experience. Those who are visible here can give their brand a positive boost, generate impulse purchases and push sales at the POS.
But this touchpoint offers retailers much more. It can be used to advertise customer events and job vacancies and to communicate customer services.
True to the motto „Do good and talk about it, the reverse vending machine is exactly the right place to showcase your own voluntary commitments and sponsorship projects in the right light.
Just do something for your image! -
How do I integrate the reverse vending machine screens into the existing systems?The decisive factor for the IT department is how the reverse vending hardware fits into the existing infrastructure and whether additional software is required. Retailers who already control their price and advertising communication with a professional software tool can usually easily add additional screens in the reverse vending machine area and integrated screens as an output medium. PRESTIGEenterprise, for example, is an established software platform in the retail sector.
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Are there legal requirements for beverage advertising?Advertising on reverse vending machines is subject to legal regulations and should also be orientated towards neuromarketing aspects. The latter usually influence purchasing decisions subconsciously and ideally follow the corporate design guidelines. The mandatory information (must always be displayed) for drinks in supermarkets includes the name, ingredients, allergens, net quantity, best-before date, manufacturer/address, batch number and nutritional values. Depending on the drink, possibly alcohol content, caffeine warning, sweetener information, fruit content or mineral water information. Optional: origin, deposit/recycling, marketing texts.
Discover with Digital signage the future of visual communication and experience how you can get your message out into the world with our customised solutions. Contact us for a comprehensive consultation or a free demo!