Reusable packaging systems are often discussed in terms of materials, consumer behaviour or environmental impact. Far less attention is paid to a more fundamental requirement: the ability to track packaging through its lifecycle.

Without reliable data, even well-designed reusable packaging systems struggle to operate at scale.

Why tracking matters in reuse systems

Reusable packaging differs fundamentally from single-use packaging. Instead of a linear flow, packaging moves through multiple cycles, often across different actors, locations and timeframes.

This creates several operational challenges:

• packaging availability becomes uncertain
• losses accumulate unnoticed
• rotation times increase
• system costs become unpredictable

Without visibility into where packaging is, how often it is reused and when it exits the system, reuse becomes difficult to manage.

Loss rates as a structural risk

Loss rates are an unavoidable reality in reusable systems. Packaging can be damaged, misplaced or retained within the system longer than expected.

When loss rates are not measured:

• replacement needs are underestimated
• environmental performance is overestimated
• economic viability deteriorates over time

Research and pilot projects consistently show that even small loss rates can undermine reuse models if they are not accounted for in system design.

Data enables optimisation, not just control

Tracking is not only about preventing losses. Reliable data allows system operators to:

• optimise rotation frequency
• balance packaging pools
• identify bottlenecks in return flows
• align packaging supply with demand

Digital identifiers, scanning points and data integration across logistics partners are increasingly seen as prerequisites for scalable reuse.

The cost of missing data

When tracking systems are absent or fragmented, reuse systems rely on assumptions rather than evidence. This leads to:

• conservative design choices
• excessive safety stocks
• higher operational costs

As a result, reuse is often perceived as inefficient — not because it inherently is, but because it is operated without sufficient data.

Designing reuse as a data-driven system

Scalable reusable packaging systems require more than durable materials. They require:

• clear data ownership
• consistent tracking across the supply chain
• metrics for loss, rotation and utilisation

Without this foundation, packaging circulation remains opaque and difficult to control.

In practice, the future of reusable packaging depends as much on data and system visibility as on material innovation.