Case study: Rohlik bags

Client – Rohlík.cz

In 2020, we were approached by one of the most important players in Czech e-commerce, the leader in door-to-door grocery delivery – Rohlik.cz, founded by Tomáš Čupr. Customer experience is the engine of growth and success for Rohlik.cz, which is why it is conceptually fine-tuning it step by step in every area. At Rohlik, they are very attentive to customer opinions, carefully collecting and evaluating feedback, and constantly improving their services.

At SALE s.r.o. , we appreciated the unusually dynamic environment, exceptional drive, ability to make quick and effective decisions, and clear communication of the vision. Rohlík was open to our ideas and was able to take full advantage of our experience, thanks to which we completed this large-scale project in record time. It is worth noting that we carried out the project during the COVID-19 pandemic, which brought a number of complications.

Context

Following feedback from customers, rohlik.cz decided to address the issue of excessive use of disposable paper bags. Although these bags were recyclable and made from natural materials, they did not leave a positive impression on customers. It often happened that purchases were delivered in large numbers of bags, which led to a certain environmental burden and potential reputational risk. The company offered to collect and recycle the bags, but the problem was the total number of bags per purchase and the impracticality of folding the paper bags flat and storing them at home. In today’s fast-paced world, this does not contribute to customer satisfaction.

It was therefore clear that Rohlik.cz customers expected not only a sustainable but also a convenient solution that would reflect their attitude towards environmental protection and comfort. At the same time, however, it was necessary to develop a product that would also meet the specific needs of fast-paced and high-volume operations—in particular, functional requirements for efficient order picking in the warehouse and certain standards for safe contact with food.

Finding an innovative solution in a short period of time was a challenge that had to combine environmental responsibility, practical operational needs, and customer demands. Rohlik therefore decided to develop and introduce reusable bags as a sustainable alternative that would meet these requirements.

Assignment

Rohlik.cz provided us with a clear vision and concise specifications that clearly defined the parameters for the design of new reusable bags. Their criteria and requirements were roughly as follows:

1. Functionality for warehouse operations:
   • The bag had to retain its shape during picking so as not to complicate handling in the warehouse and to comply with established processes.
   • The dimensions had to be compatible with robotic warehouses and shelves in delivery vehicles.
   • Load capacity up to 15 kg without loss of stability or susceptibility to damage to the goods or the bag itself.
2. Hygiene and safety:
   • Use of materials certified for direct contact with food.
   • Easy to clean for safe and repeated use.
3. Environmental sustainability:
   • The materials had to be recyclable and the design had to allow for at least 15 repeated uses.
   • Easy recycling of bags at the end of their life cycle.
4. Customer experience:
   • Comfortable to use and aesthetically designed to match the values of the Rohlik.cz brand.
   • Foldable format for easy storage and space saving.
   • The bags should not show signs of wear after repeated cleaning.
5. Time and volume criteria:
   • Quick sample creation, visual design tuning.
   • Creation of mutations for 6 countries with appropriate branding.
   • Production of several million pieces in stable quality within a short period of time.

Realization

This project was unique for us in many ways. Unique in terms of the pressure to deliver a quick and innovative solution, unique in terms of the client’s approach, who communicated briskly like no one before, and unique in terms of the emphasis on a top-notch result. And we worked great in such a tandem – this is exactly how we work in the long term. We are accustomed to seeking ideal solutions to specific problems; our work begins where the standard offerings of companies in this category end. We are able to supplement the assignment, point out potentially problematic areas, and propose solutions to avoid them. And when necessary, we mobilize all the resources needed for fast and precise implementation.

“Our work begins where the standard offerings of companies in this category end.”

It should be added that the flexibility of the entire process was positively influenced by the sufficient budget that Rohlik.cz allocated to this project. The budget clearly reflected the importance they attached to this solution. Thanks to this, we were able to assign high priority to the project, quickly create physical samples, and fine-tune details based on testing individual prototypes.

1. First steps toward a solution:
   At the beginning, we focused on finding the most suitable materials that would meet ecological, hygienic, and functional requirements. We tested about 10 different materials before we found one that met all our expectations and became the final choice for the bag’s production. This material allowed for repeated use, easy cleaning, and at the same time met strict hygiene standards.
   At the same time, we worked on the bag’s design—strong, durable, and adapted to Rohlik.cz’s logistics processes. The goal was for the bag to hold its shape during handling, handle high loads, and at the same time be compact and easy to use. We delivered the first prototypes in just 7 days.
2. Fine-tuning details:
   The pace of exchanging information, samples, and new requirements was grueling. However, we knew that the project was heading in the right direction, and together with the client, we fine-tuned the design to perfection. After testing prototypes in the warehouse, we adjusted the details of the construction and materials to eliminate all potential problems—from hygiene to handling during picking.
   Thanks to swift and effective communication, we achieved the final design of the bag, which met technical, aesthetic, and practical requirements.
3. Production and distribution::
   Quality was paramount in this project. The bags were carefully tested for resistance to stress during cleaning, drying, picking, transport, and everyday use by customers. Thanks to a more sophisticated sewing method and the use of higher-quality threads, the bags do not tear or fray and retain their shape and strength over time.
   After the final design was approved, we started mass production. Parts of the bag were made using a combination of machine and manual processes, which allowed us to achieve a high level of precision. Fun fact: up to 10 different tasks are performed on each bag, involving 7 people. This combination of technology and manual labor ensured the exceptional quality of the final product.
   The entire process was set up with an emphasis on speed and flexibility. Approval processes were adjusted to enable a smooth transition from development to production. The first shipment of millions of pieces was ready within two months and was then regularly shipped to six European countries.

Result

The collaboration between Rohlík and SALE has yielded results we are proud of. Together, we have created a solution that not only met all of the client’s requirements, but exceeded them in many respects.

• Environmental impact:
  New reusable bags, in line with the assignment, significantly reduced the amount of disposable packaging. Thanks to them, Rohlík saved millions of disposable bags, significantly reducing their environmental footprint and improving their ESG score. A study by the University of Chemistry and Technology in Prague subsequently assessed that returnable bags have up to 80% less impact on the environment compared to the original paper versions.
• Positive customer experience:
  Customers welcomed the bags with enthusiasm and appreciated their practicality, aesthetics, and efforts to promote sustainability. Thanks to the new bags, Rohlik.cz reduced negative feedback directed at the large number of disposable bags. When shopping, customers can choose returnable bags with a deposit of CZK 250. They then return the bags to the courier, who passes them on for cleaning and reuse.
  Tomáš Čupr, founder of Rohlík, adds on Forbes.cz: “It is possible that customers will keep the bags or forget to return them. If they exceed twenty pieces, we will notify them. However, we believe that this will not happen; we trust them.” Rohlik subsequently introduced the reusable eco bag from SALE in Austria, Hungary, and Germany.
• Quality and sustainability:
  We designed the bags to withstand at least 15 cycles of repeated use, but we now know that with careful cleaning (and assuming customers do not damage them), they can withstand up to 25 cycles. The materials used allow the bags to be easily recycled at the end of their life cycle, maximizing their overall sustainability. The material used in the production of the bags comes from recycled PET bottles, which recyclers break down into granules suitable for further use at the end of the bags’ life cycle—for example, in the production of new PET bottles.
• Effective cooperation:
  Our team was able to respond quickly to client requests and adapt processes flexibly. Thanks to swift communication and a short, direct decision-making chain, we completed the project without complications or delays. Rohlik.cz appreciated our willingness to share our experience and fulfill the vision of this ambitious innovation.

Do you have a project,

that requires experience, professionalism, and above-standard care? Contact us at SALE. It doesn’t have to be as big as Rohlik.cz or involve ordering millions of items—it just has to be important to you and not fit into standard catalogs. At SALE s.r.o., we will help you find a functional, tailor-made solution.