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Asda and musicMagpie expand multichannel sustainability project

Asda is using smartphone technology to improve accessibility. Image courtesy of Asda

Asda is working with musicMagpie on a new sustainability project that will enable Asda customers to buy and sell secondhand smartphones and other technology products online or in-store.

The two started to trial a scheme of installing musicMagpie Smart Drop kiosks in 15 stores in November 2020, which will now be expanded to nearly 300. Customers bring in their unwanted phones and get a valuation through the kiosk immediately, with the money transferred to their bank or PayPal account. So far about 3,000 smartphones have been traded in for a combined total of more than £800,000.

At the same time, a new affiliate agreement means Asda customers will now be able to buy and sell other second hand technology and media products with musicMagpie through the Asda website and mobile app. Goods sold through this scheme can be dropped at Asda’s toyou service in its stores. An existing scheme that sells musicMagpie pre-owned DVDs and CDs in Asda stores will also continue. 

Steve Oliver, chief executive and co-founder of musicMagpie, says: “We are thrilled that a business of Asda’s prestige and national reach has recognised the value of musicMagpie’s unique circular economy model, and is now prepared to scale up our partnership so decisively and quickly. Our research shows that the average UK household has 11 items of unused consumer technology lying around, totalling an astonishing £16.5bn. Both the Smart Drop 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.”

Asda’s own research suggests that 70% of customers who came into a branch to use a kiosk had not previously shopped at Asda, and 24% of those using a kiosk went on to make a purchase in store. 

Matt Harrison, senior director of partnerships at Asda, says: “Our exclusive partnership with musicMagpie has been developed with the long-term view in mind and it is  fantastic to see this vision achieved through a wider roll out in Asda stores. From the start, the team at musicMagpie have shared our philosophy of testing and learning through trials in our stores, with the ability to quickly understand what works and scale.

“The launch of 295 Smart Drop kiosks and an affiliate site where customers can buy and sell technology via will prevent e-waste going to landfill, as well as save shoppers time and money. As we continue to deliver on our partnership strategy and develop our partner ’ecosystem’, we hope to create more opportunities to offer customers access to the products and services they want in more convenient locations.”

Asda is an Elite retailer in RXUK Top500 research.

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