Case study.

Description of need.

With a core strategy focussing on delivering market-leading satisfaction to their customer base, Telefonica UK required a trusted partner to bring recycling and re-commerce solutions that would provide their customers with competitive prices for their old devices whilst allowing them to trade-up to a new device when a new product was released.

The proposition would need to align closely with key Telefonica UK messaging in the market such as O2 Refresh and Think Big.


The service / solution provided.

Through Redeem’s customer engagement plan, TITUS, our passionate and knowledgeable staff connected with Telefonica stores across the country, educating and inspiring advisors to maximise recycle penetration and use the service as an acquisition and retention tool.

The engagement plan included store team training sessions, customer advice, outbound calling to over 470 stores and training sessions with over 40 team managers in re-contract centres.

The benefits / result.

O2 recycle in the UK has become one of Europe’s leading trade-in proposition.

Over £100 million paid to customers.

£1.6 million devices recycled.

£4 million raised for Think Big.

More than 90% customer satisfaction.

4.5 out of 5 rated on Review Centre.

9.8 out of 10 rated on Trustpilot.


“When we launched O2 Recycle in 2009, our ambition was to offer people a simple, environmentally friendly way of disposing of their old tech, and to reward them for doing so by giving them money back, which is why we’re proud to have reached this landmark figure of £100m. Furthermore, O2 Recycle not only gives customers money back for recycling their unwanted gadgets, it also helps to support young people, with money raised through O2 Recycle helping to fund social impact projects in local communities.”

Ronan Dunne, CEO Telefónica UK.

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