The GRROW project pursues the overarching goal of implementing the transformation toward a circular economy under challenging status quo conditions: Using the practical example of the project partner Miele, the project team implements a DPP-enabled end-to-end circular process for washing machines. A key focus is on managing brownfield assets – existing products already in the market for which digital data is typically scarce. To this end, the researchers develop pragmatic and economically viable solutions for value-retaining ReX-strategies, such as refurbishment and remanufacturing.
To realise this pilot implementation, a Digital Product Passport (DPP) is integrated as a key element into Miele’s processes and IT systems. AI- and model-based retroactive data interpolation for devices already in the field is at the heart of this approach, ensuring a high level of de facto data availability in the DPP. Based on the DPP, the researchers develop a scalable return logistics system with dynamic calculation of return incentives as well as a publicly accessible, data-based business case calculator that determines the profitability of ReX activities, significantly reducing the market entry risk for companies and maximising economic value creation.
The Wuppertal Institute contributes its expertise to the design of circular framework conditions and the DPP system: the researchers develop a maturity model for scaling ReX-strategies and contribute to the conception of an EU-compliant, practical DPP that can be optimally integrated into IT landscapes of manufacturing companies.
Another key focus is empirical consumer research: using a mixed-methods approach consisting of qualitative formats, such as interviews or focus groups, and representative surveys, for example choice experiments, the project team investigates the influence of specific DPP information on consumer acceptance and willingness to pay for ReX products, such as refurbished washing machines. The findings of this consumer research provide sound insights for the design and implementation of DPPs – and offer important guidance for circular business models as well as for policy makers.