Virgin Media O2 is helping shoppers to better understand technology recycling and reuse as part of a trial at its experiential flagship O2 store in Westfield Stratford City.
The company is piloting the ‘O2 Tech Refab Lab’ as one of the store’s interactive discovery zones, where customers can learn how devices can be given a second life so they don’t go to waste.
Created in collaboration with the O2 Stores team, the zone helps consumers become more aware of the sustainable options available when replacing, recycling or rehoming their unwanted tech, helping to keep devices and materials in circulation for longer.
This includes:
- Trading In: highlighting the robust processes devices go through when they are traded in via its O2 Recycle scheme, such as being securely data wiped. O2 Recycle is available to anyone regardless of their mobile network, with people making an average of £148 when trading in an eligible smartphone.
- Extending the life of devices: showing the simple steps people can take to keep their tech in use for longer, such as fitting a screen protector, taking out insurance or repairing damage early. This helps people maximise the trade-in value of their device, or if they choose to donate it, ensure it remains in good condition so it can be reused by someone who needs it.
- Spotlighting precious materials: helping shoppers learn about the valuable materials inside phones that can be recovered and reused rather than end up in landfill.
- Like New: how phones are refurbished to a high quality (‘like new’) standard – such as removing scratches and ensuring they have at least 80 percent battery health, and resold as great value ‘like new’ devices.
- Helping people who need a device: how unwanted phones can be rehomed with people who need them via Community Calling – a programme established by Virgin Media O2 and environmental charity, Hubbub.
Dana Haidan, Chief Sustainability Officer at Virgin Media O2, said:
“We want to build consumers’ trust in tech recycling and buying ‘like new’ so we can help extend the life of devices so they don’t go to waste. To do that, consumers need to be brought closer to what goes into manufacturing devices.
“That’s why we’re trialling this circularity-themed zone at our O2 store in Westfield Stratford City, where we’re unpacking the safe, secure and rigorous processes devices go through when they’re recycled or refurbished and highlighting the environmental benefits of keeping devices and materials in use for longer. By bringing this to life in store, we hope consumers will feel even more confident trading in or buying ‘like new’ tech.
“This is part of our wider work to champion a more circular economy and create more opportunities for people to make sustainable choices that are good for both them and the planet.”
Will Houldsworth, Director of Retail at Virgin Media O2, added:
“We want to help shoppers see the simple steps they can take to keep tech in use for longer, while dispelling any concerns they may have about trading in, buying like new or donating their devices.
“The O2 Tech Refab Lab is already proving popular with our customers, and it will help us learn the additional steps we can take to make tech recycling and reuse as seamless and convenient as possible.”
