Interesting to see Costa Coffee's latest innovation aimed at driving a switch to reusable cups. 

The 'clever cup' integrates contactless payment so that customers can simply tap their cups on the contactless payment device to complete payment. 

The increased convenience should act as a further incentive for customers to remember their reusable cup and in doing so to start to form the 'good habits' that sustainable consumerism calls for.

Of course it will require them to manage another payment device and account - so there is some cost to the convenience.

Clearly this is a great example of a broader trend of tech enablement in retail - where the quest to drive 'speed and ease' for the digital generation is as critical in the real world as it is online.