Currys 'Track the Tech' Aims to Unlock 880 Million Unused Devices

The timing lines up with tightening regulation on electronic waste. The UK government has raised recycling targets under the Waste Electrical and Electronic Equipment Directive. Producers and retailers face higher collection and recovery quotas each year. Currys already meets those targets through its in-store takeback scheme. A campaign that boosts recycling volumes helps the company stay ahead of compliance costs without having to buy credits or pay penalties.

For Currys, the campaign serves two financial angles. First, it drives footfall. A customer coming in to trade an old phone is likely to browse new models. Conversion rates on store visits are higher than online, and the trade-in credit offsets the price of a new device. Second, it feeds the refurbished device pipeline. Currys sells certified pre-owned phones and laptops at a discount with a warranty. That business carries higher margins than new hardware. A steady supply of used devices keeps the refurbished inventory stocked without relying on wholesale channels.

Competitors offer similar trade-in programs. John Lewis and Argos both take old devices and provide store credit. Currys has the largest dedicated tech retail footprint in the UK, with hundreds of stores positioned as drop-off points. The campaign leans into that logistics advantage.

There is no guarantee the campaign will move the needle materially. Similar recycling drives from other retailers have had mixed results. The key variable is convenience. If the online tool makes the process frictionless, more people will participate. If it adds steps or requires much effort, they will stay on the drawer. Currys did not disclose a specific target for devices collected through "Track the Tech." The campaign is live now across its website and in stores.