How KTC increased Trade-In operations by 23% with Breezy

КТС launched Breezy’s Trade-In in 24 stores in 14 cities. Since then, one of ten new iPhones has been bought in exchange for an old one.

Objectives:

• Provide a process that allows a customer to exchange an old gadget for a discount on a new one in one visit;
• Improve the assessment objectivity and thus eliminate the gap between the initial and final price;
• Align logistics and inventory balances;
• Improve customer experience.

The solution:

Replacement of Trade-In provider with Breezy

Results:

• Gadget evaluation time reduced to 10 minutes;
• Grading is carried out on 55 indicators. Thus, a subjective human factor is minimized;
• Number of Trade-In operations increased by 23% in 12 months.

Why is Trade-In important to КТС?

Environmental dimension

Environment care is an essential part of KTC’s corporate social responsibility. The company greens the territory near the stores with perennial plants and is a member of the animal welfare program at the Rivne Zoo. They use electronic document management, including electronic checks and warranty certificates. There are boxes for collecting batteries and accumulators for subsequent disposal in the stores. In KTC, they sort waste, use kraft bags, and offer shoppers and thermal cups to customers.

Business dimension

The Trade-In allows for increasing sales by 20% with repeated sales. It is easier for clients to upgrade a gadget to the latest model if they can quickly get rid of the old one. A discount makes more expensive devices affordable, thus increasing the average purchase price. In addition, it boosts cross-selling by 25% due to services and accessories.

Discounts for an old gadget can be used as a down payment on a loan—the chances for loan approval increase as the number of purchases does.

The program’s effectiveness has a pronounced seasonality, increasing sharply with the new model release.

Trade-In is part of the excellent customer experience, which enhances customer satisfaction and loyalty.

Dmytro Voronyanskiy, General manager Breezy UA:

“Trade-In is a convenient and profitable service for customers, and they are increasingly choosing a store where it is available. The service is gradually becoming the same must-have for an electronics store, as a cash register, an online store, a delivery service, and a warranty. Companies that want to be on trend and meet consumer expectations should implement Trade-In in their store today. It is a customer’s market. And a customer wants to be able to service his equipment in one place – from the first model choice to the next update.”

Yuliia Vorobei, CMO КТС:

“A store benefits a lot from Trade-In when the processes work appropriately. Unfortunately, our first experience with the exchange service was not entirely successful – customers waited longer for device evaluation than now. But, of course, no one wanted to wait, so the “exchange” process often was canceled.

We knew that Trade-In is a powerful tool to increase sales and create a positive experience, so we decided to find a reliable provider that would significantly reduce gadget evaluation time and make the exchange process as quick and straightforward as possible for the client. That’s when we started working with Breezy. Thanks to the joint efforts, an easy-to-maintain program was created, where all processes are built by professionals who look at the service through the eyes of a client and create a thoughtful Customer Journey Map.”

How has the program changed with the Breezy

Evaluation process. Now you can find the gadget’s price without leaving home with the online calculator. A client gets an accurate assessment immediately in the store. Then, an on-site expert provides visual and hardware device diagnostics by 55 indicators. This takes about 10 minutes. Immediately after that, a client will find out what discount he can get on a new device. At the same time, the discount can also be used when paying on loan or partially.

Logistics and accounting. Data on all Trade-In operations is stored in a database with access to KTC employees. Therefore, complete information on any gadget can be found in a few clicks.

Dmytro Voronovskyi, trade-In product manager KTC:

“It is very convenient that our employees no longer need to spend much time clarifying gadgets’ location or other related details. All data is in a common database and can always be easily found in a few clicks.”

What is left behind:

• Decision-making speed on the part of the provider – Breezy prepared a business proposal in 2 days and was in touch 24/7;
• Conveniently compiled documentation and willingness to discuss conditions;
• Unique training program for sales staff.

Yuliia Vorobei, CMO КТС:

“KTC customers constantly want to use new products, get interesting experiences, and easily change old gadgets for new ones. Trade-In by Breezy allows us to provide the highest level of this service. At the same time, we see a positive business effect and a decrease in environmental impact. Win-win-win cooperation.”