To celebrate its 10th anniversary, Back Market is full of announcements: in-store salespeople, new premium grade, express replacement and, above all, the launch of Tel!, a mystery box containing a high-end smartphone for 299 euros.
Over the years, Back Market has learned that refurbished products can be synonymous with quality and reliability. With more than 15 million customers in some 18 countries, and a return rate of less than 4%, the platform has managed to establish itself as a truly ecological alternative on the smartphone market. Indeed, the environmental impact of manufacturing new electronic products is colossal, not only because of the extraction of raw materials, the energy and resources required for assembly, but also the electronic waste that renewing devices causes.
To mark its 10th anniversary, the company is making a lot of announcements, including the launch of a rather unusual offer: a mystery box. Called Tel!, it takes the form of a yellow and black package containing a high-end packaged smartphone, released between 2020 and 2023. All for the modest sum of 299 euros. A truly advantageous price given the quality of the devices. There is, however, one condition: you will not know which specific model you will receive until you open the box.
Tel!: a surprise box with a high-end smartphone
These famous mystery boxes contain a smartphone with the brand’s highest condition grade, “perfect condition”. Initially, this grade only concerns the exterior of the phone, but the platform ensures that the devices respect its “quality pact”, with a “100% functional” phone and a battery with at least 85% of its initial capacity. The product is guaranteed for 1 year with free returns within 30 days.
There are two types of boxes so that the buyer can still choose their operating system, between Android or iOS. The Android box can contain a Samsung Galaxy S22 (released in 2022, still two years of updates), a Galaxy S23 (released in 2023, still 6 years of updates) or a Galaxy Z Flip 4 (released in 2022, still two years of updates). As for the iOS box, it can contain an iPhone 12, 13 or 14. The oldest model, the iPhone 12, should be updated until 2025, or even 2026.
As you can see, there is a big disparity between the different smartphones offered. They do not have the same power, the same concept – the Galaxy Z Flip 4 is a folding screen, which may not please everyone – nor the number of years of updates remaining. This point in particular conditions the lifespan of the smartphone, because a device that no longer receives security updates is exposed to hacking attempts.
In short, you have to hope for luck. After all, these mystery boxes are still advantageous, because the oldest smartphones offered with Tel! are still worth, new, well over 300 euros.
Back Market: ads galore
This initiative is part of a brand new campaign called “Brand New”. A provocative slogan that reverses the notion of “brand new” dear to advertisers and comes at the very moment when Apple is launching its iPhone 16, which is precisely conspicuous by its lack of real new features, thus mocking the apple company that participates in the too frequent renewal of electronic devices.
Back Market is also taking the opportunity to launch a new grade. Indeed, to help you find your way around, the platform offers different grades of condition of the device: correct, very good condition and perfect condition. This usually concerns the external condition of the product. But the new grade, called “Premium”, also guarantees that the devices are reconditioned only with original parts from the manufacturer and will not have any aesthetic defects. And where Back Market usually guarantees a battery at least 85% of its capacity, the premium grade promises 90% minimum.
Back Market will also launch an “express replacement” service in 2025. This means that if the refurbished smartphone breaks down, the user will receive a replacement device free of charge. This will remove the last obstacles to purchasing. Finally, Back Market is launching a partnership with Bouygues Telecom. The operator’s customers will now be able to purchase a refurbished smartphone backed by a mobile plan at a reduced rate. This will attract new fans!