The customer reuse experience

A shift towards increasing the use of reusable materials signifies a fundamental transformation in the customer experience. The shift is driven by the imperative to reduce the consumption of virgin materials and high levels of waste, replacing single-use items such as paper cups and plastic glasses with reusable products in circular systems. Based on qualitative data from extensive pilot tests, this chapter explores customers’ experience of circular systems with reusable products to conceptualize a customer reuse experience. The customer reuse experience is a unique theoretical concept built on a reusable stimula, a multidimensional conceptualization and stages based on use instead of purchase. We draw on findings from the pilot tests to identify and discuss challenges and opportunities with respect to improving customers´ reuse experiences, system design and circular business models, thereby providing theoretical and managerial implications.