Coin, one of Italy’s leading department store brands, partnered with Movopack to introduce a reusable shopping bag across its stores, designed to accompany customers well beyond the moment of purchase. The initiative was launched as part of the “Ciao Estate” campaign, but with an objective that goes beyond seasonality: transforming packaging into a tool for brand engagement, customer loyalty and reduced environmental impact.

Who is Coin

Coin is one of Italy’s leading department store brands dedicated to clothing, beauty, and home decoration. With over 30 stores in Italy’s main historic centers and shopping streets, it offers a selection of brands that combine research and accessible luxury, while home decoration is curated by Coincasa.

The challenge

How can packaging help increase customer loyalty and encourage repeat store visits?

Coin wanted to enrich the shopping experience with a more durable and engaging touchpoint capable of creating value even after checkout. The goal was to offer customers a more sustainable alternative to traditional single-use shopping bags while creating new opportunities for engagement, loyalty and in-store traffic.

The solution

Coin chose a bag that makes a difference: a reusable shopping bag developed in collaboration with Movopack, designed to be durable and featuring a summer-inspired design.

The bag is available in all Coin or Coin Excelsior stores across Italy for €1.90. Customers enrolled in the Coincard loyalty programme can receive it for free with a minimum purchase of €50 on a selected range of products. To encourage reuse, until August 31 customers who use the bag again for future purchases or return it to a Coin store receive an additional 5% discount on sale items.

In this way, the shopping bag is no longer just a functional part of the purchase experience but becomes a tool for maintaining an ongoing relationship between the customer and the brand.

The results

Each shopping bag can be reused more than 20 times, reducing:

• Packaging waste by up to 97%

• CO₂ emissions by up to 96%

compared with single-use coloured paper bags.

This initiative marks a new chapter for Coin’s retail experience. Thanks to the incentive linked to reuse and return, the shopping bag becomes a tool capable of generating additional store visits and strengthening customer relationships over time. The collaboration also takes the shopping bag beyond the store - to the beach, around the city and into customers’ everyday lives - increasing Coin’s brand visibility and helping the brand reach new audiences.