Revamping electronics: Breezy launches omnichannel trade-in program
to combat gray market and promote sustainability
Recently, Forbes Ukraine published an article detailing an extension of the trade-in program for tech devices, spearheaded by Breezy. This innovative omnichannel program enables consumers in Ukraine to trade in their old electronics for new devices, applying an instant discount both online and in-store. The initiative is made accessible through well-known retailers such as COMFY and Foxtrot, aiming to increase the affordability of new devices and address the challenges posed by the “gray” electronics market.
This informal market results in significant tax revenue losses for the government, which estimates that unofficial sales of Apple products alone cause an annual tax deficit exceeding 24 mln. USD. The omnichannel trade-in process is designed to be user-friendly, featuring an AI-powered online evaluation system that results in instant discounts for consumers. This feature is unique for Ukraine and Europe.
Despite the clear benefits of such a program, including fostering sustainability by reducing electronic waste and CO2 emissions, fewer than 15% of consumers in Ukraine currently take advantage of trade-in opportunities. Andrii Kosar, the CEO of Breezy, emphasized the support from major tech companies like Apple and Samsung, which often offer additional incentives for customers upgrading to newer models through trade-in. This collaboration is crucial not only for enhancing the customer experience but also for promoting environmental responsibility within the electronics industry, which may lead to increased participation in trade-in programs.
For further insights, you may refer to the full article on Forbes Ukraine Новий спосіб боротьби із «сірою» технікою: Comfy та «Фокстрот» запроваджують обмін старих гаджетів на нові в усіх каналах продажу — Forbes.ua, available in Ukrainian, with an English version accessible here Forbes: How Trade-in supports retailers – Breezy Site