Movopack x Yamamay: Omnichannel shopping bag

Yamamay's omnichannel bag connects online to stores. Customers get 30 loyalty points when they return or reuse it.

Yamamay is reshaping what a retail bag can do. What began in 2023 as a reusable packaging option for e‑commerce orders has evolved into something far more ambitious: a reusable shopping bag available in every Yamamay store across Italy, designed not just to replace single‑use paper bags but to actively pull customers back into the brand ecosystem.

The Yamamay Club Bag is the centerpiece of this shift. Integrated into the Yamamay Club loyalty program, it rewards customers with 30 points every time they reuse it, return it in‑store, or drop it at a collection point. A QR code and a plug‑and‑play web app make the experience effortless — one scan, and the return is logged and points are assigned automatically.

The real breakthrough is what happens when online and offline meet. Customers can now return reusable packaging from their online orders directly in‑store, creating a single circular system that connects every channel and gives shoppers a new reason to walk back through the door.

Each bag is built for more than 20 reuse cycles, avoiding over 8 tons of packaging waste every year. And at €0.99, it pays for itself while driving store traffic, boosting loyalty sign‑ups, and encouraging repeat visits — all without adding operational complexity.

By merging sustainability, loyalty, and technology into one simple gesture, Yamamay becomes the first fashion brand in Italy to make reusable packaging truly omnichannel.