Virgin Media O2 promotes technology recycling and reuse at flagship Westfield Stratford City store
Virgin Media O2 is aiming to help shoppers better understand technology recycling and reuse as part of a trial at its experiential flagship O2 store in Westfield Stratford City. The company is piloting the ‘O2 Tech Refab Lab’ as one of the store’s interactive discovery zones, where customers can learn how devices can be given a second life.
This includes information about:
Trading In: highlighting the processes devices go through when they are traded in via its O2 Recycle scheme, such as being securely data wiped. O2 Recycle is available to anyone regardless of their mobile network, with people making an average of £148 when trading in an eligible smartphone.
Extending the life of devices: showing the simple steps people can take to keep their tech in use for longer, such as fitting a screen protector, taking out insurance or repairing damage early. This helps people maximise the trade-in value of their device, or if they choose to donate it, ensure it remains in good condition so it can be reused by someone who needs it.
Spotlighting precious materials: helping shoppers learn about the valuable materials inside phones that can be recovered and reused rather than end up in landfill.
Like New: how phones are refurbished to a high quality (‘like new’) standard, such as removing scratches and ensuring they have at least 80% battery health, and resold as great value ‘like new’ devices.
Helping people who need a device: how unwanted phones can be rehomed with people who need them via Community Calling, a programme established by Virgin Media O2 and environmental charity, Hubbub.
Dana Haidan, Chief Sustainability Officer at Virgin Media O2, says: “We want to build consumers’ trust in tech recycling and buying ‘like new’ so we can help extend the life of devices so they don’t go to waste. To do that, consumers need to be brought closer to what goes into manufacturing devices.”
“That’s why we’re trialling this circularity-themed zone at our O2 store in Westfield Stratford City, where we’re unpacking the safe, secure and rigorous processes devices go through when they’re recycled or refurbished and highlighting the environmental benefits of keeping devices and materials in use for longer. By bringing this to life in store, we hope consumers will feel even more confident trading in or buying ‘like new’ tech. This is part of our wider work to champion a more circular economy and create more opportunities for people to make sustainable choices that are good for both them and the planet.”
Will Houldsworth, Director of Retail at Virgin Media O2, comments: “We want to help shoppers see the simple steps they can take to keep tech in use for longer, while dispelling any concerns they may have about trading in, buying like new or donating their devices. The O2 Tech Refab Lab is already proving popular with our customers, and it will help us learn the additional steps we can take to make tech recycling and reuse as seamless and convenient as possible.”
2026 RTIH Innovation Awards
Green retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
