French operator Bouygues Telecom has taken a next step in expanding access to refurbished and used smartphones in France. In an exclusive partnership with marketplace Back Market, the operator is now offering the largest in-store range in France of refurbished and used devices across 500 locations after working with Back Market online. This move aims to bridge the gap between online and offline sales, targeting the 50% of French consumers who prefer purchasing their devices through a physical retail network.
Meeting growing demand for refurbished devices
French consumers have embraced refurbished and used devices, with almost half having previously owned one. However, concerns over product reliability and seller credibility remain. By joining forces with a trusted operator, Back Market can reassure hesitant buyers while Bouygues Telecom benefits from an expanded product offering aligned with current consumer behaviour. The partnership makes refurbished smartphones more mainstream, combining affordability, accessibility, and service.
A broad selection across major brands
Customers can choose from more than 2,000 affordable used smartphone from all leading brands. Available across 400 French cities, the initiative combines digital affordability with expert in-store support. Sales advisors are trained to guide customers, offering a trusted experience similar to buying a new phone. This hybrid model provides the best of both worlds, blending Back Market’s digital expertise with Bouygues Telecom’s nationwide retail presence.
Environmental and circular economy impact
The production of digital devices accounts for nearly 80% of their total carbon footprint. By promoting reuse, the Bouygues Telecom and Back Market partnership contributes to lowering emissions and tackling global warming. This resonates strongly with younger consumers, particularly Generation Z, who place sustainability at the heart of their purchasing decisions. With millions of unused smartphones in French households, the potential for growth in the refurbished market remains significant. Apple has also boosted trade-in values for older Apple iPhone models, further encouraging consumers to recycle and repurpose their devices.
A model with potential for expansion
Earlier Back Market started to offer refurbished phone rental models, similar to car leasing, via La Poste Mobile and Free Pro. Bouygues Telecom’s large-scale rollout strengthens its competitive edge by embedding refurbished devices within mobile plans, appealing to both individuals and businesses. By combining affordability, sustainability, and trust, the partnership sets a precedent for telecom operators across Europe to accelerate the circular economy.
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