This semantic strategy isn't only targeting US consumers, where the company launched earlier this year - the French site also urges you to ' Adoptez des produits reconditionnés à neuf par des professionnels certifiés'. The language consciously reminds the owner of their responsibilities. It usually assumes the adoptee will be taken to a caring home. We associate the word adopt perhaps mostly with children and animals. The word adopt means to take by choice, and it immediately reminds consumers that they have one.
Should you do it?īy asking consumers to adopt, rather than buy, Back Market is trying to change the language and landscape of the refurbished device market: how hardware is sold, why refurbished devices should be chosen over new ones, and how consumers should feel about their buying decision.
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