Turning In-Store Shoe Take-Back Into Customer Connection: A Case Study from the Netherlands

In August 2025, Utilitarian launched its in-store take-back app across five stores in the Netherlands with Runnersworld and Intersport. The launch aligned with the opening of Runnersworld's "The Loop" circular concept store in Eindhoven — but the pilot was designed for more than a moment. It tested a new operating model: take-back that works for store teams, customers, and circular partners.

Overview

WhoRunnersworld and Intersport (part of EK Netherlands) + FastFeetGrinded + Utilitarian

WhereNetherlands (pilot across five stores)

When5-month pilot in 2025 (launched August 2025)

WhatAn in-store take-back flow that captures data and rewards customers — without disrupting retail operations.

The problem: take-back exists, but it's often anonymous

Shoe take-back programmes are growing because customers expect them, and regulation plus retailer strategy are moving in the same direction. But most programmes still hit the same barriers:

1Shoes are collected, but returns are anonymous — no customer identity, often no brand or product detail.

2Participation is limited with little follow-up.

3Store teams do the work, but head office lacks visibility.

4Recyclers receive mixed inputs with limited predictability.

5Brands can't engage because there's no product-level insight.

6Scaling becomes expensive and operationally fragile.

In short: collection is happening — connection and control are missing.

The solution: a simple in-store flow that captures data and rewards customers

The pilot introduced a take-back process designed to fit how stores actually work.

For store teams: not treated like "taking on a project" — deployment was simple with minimal training. Could run on busy days with minimal operational impact.

For customers: simple and fast — scan to complete in under 20 seconds. Customers were happy to receive a small reward for "doing the right thing."

Why it worked: simple and rewarding

The pilot succeeded because it made take-back feel natural for everyone involved:

Store teams could run it without operational drag.
Customers understood the steps instantly and felt rewarded.
Partners gained clearer insight into what's coming back — and why that matters.

"We even see customers coming back specifically to hand in their shoes and collect their reward — which shows the system is working very well in terms of building loyalty and repeat visits."

Rowen Slagter-Pormes, Runnersworld Hoorn

"The steps were self-explanatory. Customers responded positively. Customers are very curious about what actually happens to the shoes."

Wim, Intersport Ermelo

Circularity needs more than collection — it needs operational control

Runnersworld estimates that 100,000+ pairs of shoes have been collected with FastFeetGrinded since 2016. Yet in the Netherlands, an estimated 60–70 million pairs of shoes still go to waste each year.

The opportunity is not just to collect more — but to create systems that brands and retailers can rely on at scale.

"What makes this data valuable is not just transparency, but control. We can link consumer returns at retail directly to operational circular outcomes. This is essential for building a circular system that brands can rely on at scale."

Danny Pormes · CEO, FastFeetGrinded

What's next

The pilot demonstrated that in-store take-back can be a loyalty driver and a data engine — without adding friction for store teams.

Interested in running a pilot or learning how the in-store flow works? Reach out to Tim Lee (Co-Founder & CEO) at [email protected].

Turning In-Store Shoe Take-Back Into Customer Connection