Catalogers & Publishers Get ‘Lucky’ as Their Mail Gets a Valuable Second Life

Lucky/SaveMart will be testing catalog and magazine recycling kiosks in California.

REMAG kiosks give consumers coupons as a reward for recycling catalogs and magazines.

I recently took a trip to Sonoma County, Calif., and while the trip involved some sight-seeing among my business goings-on, it also had its share of personal visits to the local grocer, a nearby store called Lucky.

Lucky is part of a store chain owned by a firm called SaveMart, another California-based food retailer. SaveMart operates both Lucky and SaveMart in 243 store locations throughout California.

While I was there, I learned of an innovation with a firm called REMAG that would have consumers return their used, mailed catalogs and magazines to REMAG-administered kiosks and recycling collection bins in test store locations. By scanning a barcode on the label of a returned catalog or magazine at the kiosk location, the consumer can receive multiple coupons of their choice for a future purchase from a publisher or catalog, a wide variety of store items, or other kiosk marketing sponsor-partner. It’s not that much different from returning cans and bottles to a kiosk, except catalogs and magazines don’t come with deposits to be redeemed—consumers instead are rewarded with coupons for recycling.

It struck me how much of a win/win/win this is for everyone, and made me curious as to whether or not REMAG, which is a two-year-old company, is set to take off.

Think about all the benefits that are accrued here among stakeholders:

The consumer gets a handily located recycling kiosk just as they are entering a food retail location for this highly desired grade of recovered paper—old catalogs and magazines (OMG). OMG is highly valued since its fibers are usually long, dense and strong, making it a valuable component of subsequent manufactured recycled paper products. For their efforts, the customers are awarded a discount, coupon or other incentive to purchase from the very companies and brands they frequent.

Marketing Sustainably: What's Going on Beyond and Beneath the Green? A blog posting questions, opportunities, concerns and observations on sustainability in marketing.

Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated direct marketing. He serves on the Direct Marketing Association International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York and Direct Marketing Idea eXchange, and is a former member of DMA's Committee on the Environment and Social Responsibility, where he led the Marketing & Communications Public Outreach Strategy Working Group (2005-2012).

Chet co-developed the first professional certificate program in environmentally responsible marketing within the United States. He also served on the United States Postal Service Greening the Mail Task Force (2007-2010), and led its Life Cycle of Mail Subcommittee. He loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too!

Email Chet below, or reach him at Twitter or LinkedIn.

Related Content
  • michele

    Think of the data resources that they are gathering…

  • chetdalzell

    Update: I have since learned the REMAG test with Lucky/SaveMart will begin December 2012.

  • Blake Patterson

    Thanks so much for all of your support. We will have more updates as REMAG moves forward!