Virgin Media O2 (VMO2) recently began trialling a new in-store experience at its Westfield Stratford City store to help shoppers “better understand technology recycling and reuse”.
The business began piloting its “O2 tech refab lab” in July as one of the shop’s interactive discovery zones.
Created in collaboration with the O2 stores team, the zone is designed to teach shoppers how devices can be given a second life so they don’t go to waste.
Raising awareness for shoppers
VMO2 director of retail and field sales Will Houldsworth explains that the company has “brought the topic of tech reuse and recycling to life in a visual and eye-catching way” so that it “engages and resonates with consumers”.
The tech refab lab features “easy-to-understand language, a short animated film, and an example of a ‘like new’ phone” so that shoppers can “see the quality of a refurbished phone up close,” he says.
Additionally, the zone teaches customers about “the valuable materials inside phones,” how phones are “refurbished to a high quality ‘like new’ standard,” and “how unwanted phones can be rehomed with people who need them”.
Giving consumers “more confidence in trading in their phones”
The launch of the zone comes as the UK has the second highest average e-waste per capita of any country in 2026, according to IT services firm DTP Group.
Research from VMO2 also found that 66 per cent of people wanted to understand more about how devices could be reused so they don’t go to waste, while 64 per cent would be more likely to recycle a phone if they knew more about the valuable materials inside it.
Houldsworth explains: “We want to help consumers better understand technology recycling and reuse, while building confidence in trading in and buying refurbished devices.
“It’s important because extending the life of technology reduces electronic waste, helps recover valuable materials and makes devices more affordable for customers.”
“Also, we know people might be worried about trading in their devices or buying a refurbished phone because they have concerns over their personal data or the quality of buying ‘like new’ tech.
“That’s why we’ve created the O2 tech refab lab. We want to help people get closer to the safe, secure, robust and rigorous processes and checks devices go through, so they have more confidence in trading in their phones via schemes like O2 Recycle or buying a refurbished device from us.”
“An ambition for every device to ‘live twice’”
The trial of VMO2’s tech refab lab forms part of the retailer’s work to extend the life of technology under its ESG strategy, the Responsible Business Plan.
Houldsworth explains that its strategy includes “an ambition for every device to ‘live twice’”.
He notes that this builds on its work to “drive the UK’s circular economy so technology such as smartphones, tablets or consoles can be given a second life and repaired, recycled or refurbished and sold as ‘like new’ products”.
“This reduces demand for critical materials, supports business resilience and increases customer choice,” he says.
“Alongside this, we want to create a reuse culture for tech,” Houldsworth says.
“We want to build on our partnership with Coventry City Council by championing a device reuse culture in 30 cities by 2030, supporting programmes and initiatives to keep tech in use for longer and support digital inclusion.
“This means devices will be reused locally and passed to people who need them, creating social value and preventing electronic waste.”
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