Virgin Media O2 trials tech recycling display in store

SOFIAH NICHOLE SALIVIO

News Editor

Virgin Media O2 is trialling an in-store technology recycling and reuse display at its flagship O2 shop in Westfield Stratford City. Called the O2 Tech Refab Lab, the pilot aims to show shoppers what happens when phones are traded in, refurbished, donated or broken down for materials.

The interactive zone forms part of a wider effort to increase take-up of refurbished devices and encourage more customers to recycle old technology.

The move follows new research commissioned by Virgin Media O2, which suggests many consumers remain unsure about how old devices can be reused. In a survey of 1,002 people, 66% said they wanted to better understand how devices can be reused so they do not go to waste, while 67% said they would be more likely to buy a refurbished phone if they could inspect one in person first.

Other findings pointed to similar hesitation around recycling and donation. Some 64% said they would be more likely to recycle a phone if they knew more about the valuable materials inside it, while 71% said they would be more likely to donate a handset if they knew it could help someone in need.

Inside the trial

At the Stratford store, the display explains the stages devices go through when they are traded in through O2 Recycle, including secure data wiping. The scheme is open to anyone, regardless of mobile network, and people receive an average of £148 when trading in an eligible smartphone.

The zone also highlights steps consumers can take to keep devices in use for longer, such as fitting a screen protector, arranging insurance and repairing damage early. These measures can help preserve a device’s condition, whether the owner later chooses to trade it in or donate it.

Another section focuses on the materials contained in old phones and how they can be recovered and reused instead of going to landfill. The display also explains the standards applied to refurbished handsets sold as “like new”, including scratch removal and a minimum battery health threshold of 80%.

Donation is another part of the scheme. In-store information explains how unwanted phones can be passed on through Community Calling, a programme set up by Virgin Media O2 and environmental charity Hubbub to get devices to people who need them.

Circular push

The shop trial sits within the company’s Responsible Business Plan, which includes a target to double the number of customers buying refurbished devices and recycling unwanted technology by 2030. It also reflects a broader focus among telecoms and electronics companies on extending product life as concerns grow over electronic waste, resource use and the cost of new devices.

Retail stores have become one way to test whether hands-on explanations can shift consumer behaviour more effectively than online information alone. Virgin Media O2’s findings suggest that seeing a refurbished device and understanding the process behind reuse may help overcome some of the mistrust that still surrounds second-hand electronics.

Dana Haidan, Chief Sustainability Officer at Virgin Media O2, said the pilot is designed to build trust in tech recycling and refurbished devices.

“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 said the company also wants to learn from how shoppers respond to the format.

“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.”