Pre-owned screens could be a solution to cutting project costs and boosting sustainability. But would companies actually use them? We asked digital signage businesses to rate the potential for refurbished hardware.
While consumers have little problem buying used smartphones or laptops, hardly any company would think of buying pre-owned displays for their digital signage. The main reason why is simply because there’s no market for refurbished displays. In our recent DBCI survey, we explored the viability of pre-owned professional screens in Europe and North America.
In Europe, a majority of digital signage businesses recognize the potential of remarketing digital signage hardware. A huge reason for that is the EU’s new CSRD rule, which obliges larger companies to report on their sustainability efforts. And used electronic devices could shave off a significant chunk of corporate carbon emissions. But 29 percent of those who support the concept of used hardware also named costs as the main motivator.
Cost-oriented interest in North America
In North America, where sustainability holds less sway, this cost aspect could still foster interest in refurbished digital signage equipment. According to the survey, 61% of European participants and 36% of North American respondents believe there is potential for pre-owned screens, provided they have been refurbished and come with extended warranties.
Key challenges: warranty and price
Warranty is the main impediment of remarketing electronic devices. For professional displays, it is typically limited to 3-to-5-years, regardless of how many hours they have actually been in use. Therefore, to establish a secondary market independent organizations would need access to hardware operating hours to provide extended warranties that assure quality and reliability.
The second prerequisite is cost: We asked those who said yes to refurbished signage hardware how much cheaper a pre-owned screen would have to be to for them to use it. Most participants expect at least a 50 percent discount compared to new hardware. And discounts below 20 percent are unlikely to attract any interest at all.
In conclusion, while the market for refurbished digital signage hardware shows promise in both regions, it hinges on two conditions: extended warranties and significant price reductions. If these hurdles are addressed, refurbished screens could offer a cost-effective and sustainable alternative for businesses without compromising on performance.
