Marketing almost-new electronics

Refurbished products--returned to the manufacturer or store because of physical or functional defects--are increasingly popular with price-conscious consumers. The manufacturer (or a third party repair specialist) fixes the blemish or replaces the defective part, cleans the item up and repackages it with a full warranty, ready for purchase at a price lower than the identical new item.

Most of the time, 'refurbs' are marketed online, mainly by the manufacturer selling directly to customers but sometimes by retailers. For example:

• The Apple Store UK has a special online section devoted to refurbished Macs, iPads and other electronics. This is one of the very few ways to buy a product that ordinarily isn't discounted by Apple or its channel partners. Another channel is through Apple's eBay presence, where refurbs are featured (see above).
• Curry's offers refurbished laptops from Hewlett-Packard, Toshiba, Apple and other manufacturers.
• Staples sells refurbished laser printers, desktop computers and other equipment for home or office use.

Even after the economy returns to vigorous growth, refurbs are likely to remain popular among consumers who want gadgets that work as well as brand-new items but cost significantly less.