The recent Swappie survey (June 2024, among 1,000 Dutch consumers) reveals an important contradiction: although 80% of consumers are open to having their faulty smartphone repaired, 60% still end up choosing to buy a new device. This behaviour indicates a significant missed opportunity for repair shops and independent repairers. But why do consumers make this choice, and more importantly, what can you do as a repair shop to gain their trust and convince them to opt for repair?
Why consumers choose to buy another device
- Cost considerations: Many consumers perceive the cost of repair as high. They fear that a repair is hardly cheaper than a new appliance, or they believe the cost does not outweigh the benefits.
- Convenience and speed: Buying a new device is often quicker and easier than waiting for a repair. Especially in a world where smartphones have become an essential part of everyday life, the convenience of instant availability has great value.
- Security and privacy concerns: Consumers are concerned about the security of their personal data during the repair process. They wonder whether their data is safe, and whether their smartphone will still function properly after repair.
- Desire for innovation: About 40% of consumers want the latest technologies and features, which they often only find in a new device. This desire for innovation often overshadows the choice of repair.
How repairers can convince consumers
As a repairer, you have a crucial role in changing this trend. Here are some steps you can take to convince consumers of the benefits of repair:
- Transparent pricing: Be clear and honest about the cost of repairs. Offer upfront price estimates and compare the cost with the price of a new device to emphasise the value of repair.
- Improve speed and convenience: Consider offering a quick repair service or an option where customers can use a temporary replacement phone. This lowers the barrier for consumers who cannot spare their smartphone for long.
- Guarantee and trust: Offer guarantees on your repairs to reassure consumers about the quality of your work. This also helps address any concerns about functionality after repairs.
- Ensure data security: Communicate clearly how you protect customers' data during the repair process. This can be an important factor in gaining the trust of customers who are concerned about their privacy.
- Educate and raise awareness: Inform consumers about the benefits of repair, not only in terms of cost, but also in terms of sustainability and preservation of their data. Increase environmental awareness and impact of e-waste to motivate customers to make more sustainable choices. Mobileparts.shop will soon launch a campaign that will emphasise the sustainability aspect of repair rather than renewal!
Conclusion
Although consumers say they are open to repair, in practice they often opt for the convenience and security of a new device. By addressing these concerns and barriers, repairers can not only gain consumer trust but also increase their own sales. The key lies in providing transparent, fast, and reliable service that makes the benefits of repair clear and puts the customer first.
There are still plenty of opportunities for repairers, provided some consumer objections can be addressed. Therefore, we decided to focus our blog on all five topics where there are still gains to be made.
Survey results:
Arguments for Repair
- Environmental friendliness
- Repair reduces e-waste and contributes to sustainability by extending the life of the device. (87% of respondents)
- Preservation of personal data:
- Repair avoids having to transfer data to a new device, reducing the risk of data loss. (88% of respondents)
- Attachment to the device:
- Many people are attached to their current smartphone and would rather keep it than replace it Repair means the user remains familiar with their current device and operating system, without adapting to a new device. (75% of respondents)
Arguments against Repair
- High cost:
- Repair is expensive, that is the perception of consumers. (Main reason from respondents)
- Ease of replacement:
- Buying a new device can be quicker and easier than arranging a repair, especially if there is a long wait. (second most important argument)
- Concerns about quality after repair:
- Consumers are concerned about the quality of the repair and whether the device will function properly after repair. (majority of respondents)
- Concerns about data security:
- There is a risk of loss or breach of personal data during the repair process, which may deter consumers. (majority of respondents)
- Desire for new technology:
- Some consumers always want the latest technologies and features, which motivates them to buy a new device instead of repairing the old one. (40% of respondents)
Source: https://www.emerce.nl/wire/swappieonderzoek-consument-staat-open-reparatie-smartphone-gedrag-blijft-achter
This article is a submitted post and is not the responsibility of the editors of Emerce.
