musicMagpie PLC, the electronics reselling and recycling company, announced a deal with supermarket group Asda that will enable consumers to recycle their old mobile phones for cash.
The sustainability partnership agreement will see the roll-out of musicMagpie’s SMARTDrop kiosks across 300 Asda stores in 2022, following a successful trial involving 15 kiosks across the Asda estate since November 2020, musicMagpie said in a statement.
So far, some 3,000 smartphones have been traded in through musicMagpie’s kiosks, paying out over GBP800,000 to customers, the company said.
Research from the trial showed that 70% of the customers who came into a store to use a kiosk had not shopped at Asda before, and that 24% of customers using a kiosk went on to make a purchase whilst in store, creating benefits for the supermarket.
In addition, Asda customers will be able to buy and sell refurbished consumer technology products as well as pre-owned entertainment products with musicMagpie through the Asda website and mobile app. Items can then be dropped off by the customer at any Asda store, from where they are transferred to musicMagpie using Asda’s “toyou” service.
Asda already sells musicMagpie’s pre-owned DVDs and CDs in its stores. Since launching in August 2020, the service has been rolled out to over 200 Asda stores across the country.
Steve Oliver, chief executive officer and co-founder of musicMagpie, said: “Our research shows that the average UK household has 11 items of unused consumer technology lying around, totalling an astonishing GBP16.5bn. Both the SMARTDrop kiosks and the new affiliate agreement will allow Asda customers to free up cash and declutter their homes.
“The extension of our partnership with Asda will help us to achieve our clear strategic goal of ‘buy more, sell more, rent more’ by making it even easier for consumers to sell to musicMagpie and make a decision that is both smart for them and smart for the planet.”
Matt Harrison, senior director of Partnerships at Asda, said: “The launch of 295 SMARTDrop kiosks and an affiliate site where customers can buy and sell technology via Asda.com will prevent e-waste going to landfill, as well as save shoppers time and money.”