Online mobile phone recycling company Mazuma Mobile is gunning for growth this year with plans to increase its online market share from 30% to 40% by January 2013 through a multimillion-pound marketing strategy.
The business is targeting repeat customers as part of its growth strategy and aims to raise returning customer numbers from 50% to 65% of its customer base.
Mazuma will also launch a major £4m TV, online and offline marketing campaign to attract new and returning customers over the next few months. Mazuma’s mascot Maz will be at the centre of the new campaign.
Mazuma Mobile MD Charlo Carabott said: ‘We have held a 30% share of the online recycling market for the past few years, which is an achievement in itself considering the increasing competition we face, but we expect that to grow to around 40% by next year as the number of returning customers continues to increase.’
Carabott said the company’s high service standards, including its rapid same day payment process, combined with what he described as poor service from rival online recycling firms, will play a crucial role in growing its new customer base and attracting former customers.
He said: ‘A lot of companies cannot compete with our high service levels, so they play the price game. They offer higher payments then often use excuses to knock down payments once they have the handset. We find customers tempted away by these offers are coming back to us, along with new customers attracted by our high levels of service.’