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EcoMovimento: Bet on digital as a lever for recycling Used Cooking Oil

Ambiente Magazine

Sustainability

Recycling Used Cooking Oil (UCO) is EcoMovimento main focus. The company based in Guimarães, Portugal, has made a robust commitment to digital, as indicated by José Fernandes, Communications Director at EcoMovimento, highlighting that the implementation process was developed in “an immersive communication with the target audience, through social media and website, and the internal improvement of our processes through an exclusive Customer Management system”. The result translates into “better customer service”.

José Fernandes

With the aim of making the UCO collection service more efficient, the company provides two tools with specific target audiences: “the EcoMovimento mobile App and the Web Customer Area”. The mobile App serves all users: “Users in the domestic sector (private homes) can find out how to recycle UCO and find GOTA, our exclusive UCO container, closest to their location; and users in the HORECA and Industrial sector who are EcoMovimento partners can consult the history of the partnership and even request services in no time”. Exclusive only to EcoMovimento partners in the HORECA and Industrial sector and Counties, the Web Customer Area provides on a web page “all relevant information about the operation and logistics of the service, occurrences, records, indicators and documents”.

App EcoMovimento

For recycling habits to gain more and more strength, it is important to minimize the barriers to their implementation (very distant or non-existent equipment, little public awareness, poor collection service provided, …). Thus, communication via social media and website are the first phase of this process, because “they inform and provide a means to find out more about the topic. They are the link between what we do and how we can help.” The remaining tools (mobile App and Customer Area) materialize this interest: “Ultimately, we don't want UCO recycling to be forgotten or for people to feel they have no alternatives, whether it's a restaurant, school, county or each one of us in our homes”, he highlights. 

In the specific case of GOTA, José Fernandes states that, from the first draft, it was realized that the methodology would have to be “simple, facilitating the recycling process for the user and for the logistics of the UCO collection service”. In other words, it is based on “everything that happens pre-, during and post-service is digitized, recorded and shared with the client (in this case, the County)”. For the user, “you can find the most convenient GOTA for you in seconds and there are more and more people who help us provide a better service: they contact us and register incidents, give suggestions for new places and are an active force in improving the service”. Despite the increasing search for smart oil containers, José Fernandes is aware of the need for the purpose to continue to be “to provide the possibility of recycling UCO and collecting it quickly and safely”. Experience on the ground confirms that “digitization and communication have helped a lot to promote the recycling of UCO”, he maintains. 

It is based on this experience and results that EcoMovimento Communications Director assures that digital will continue to be a strong bet for the company: “The development and implementation process is highly challenging, both in terms of learning and investment, but we know this is part of the process.” The future is thus seen as one of consolidation of what has already been achieved: “What we currently want is to improve what we have, adjust what is necessary and consolidate methods that allow us to grow. This is our big goal for 2023, with the confidence that this entire process will take EcoMovimento across all the country."

Oleão GOTA

See the article in the journal Ambiente Magazine.

Tag :

oleão, used cooking oil, recycle

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