Doing More for Customers After the Sale
The IT Bay is one of the UK's established online technology retailers, selling laptops, tablets, PCs, monitors and TVs to a customer base split between everyday consumers and, in large part, trade buyers and resellers. For those trade customers, a device is working equipment. A damaged laptop or a failed monitor is lost productivity and lost time, not simply the cost of a replacement.
Yet the protection on offer rarely matches the value of the kit. A manufacturer's standard warranty covers faults alone. It does nothing for accidental damage like drops and spills, nothing for theft, and nothing once the warranty period ends, exactly the risks that follow a device through its working life. The IT Bay had been looking to close that gap with a protection product that worked commercially for the business and felt fair to the customer, presented as a genuine benefit rather than a hard upsell. Earlier options never fit. Its Magento agency partner, MageCloud, saw the potential early and introduced the team to Loxa, whose embedded electronics programme had launched at the start of 2026.
Protection Built for Electronics
Loxa's electronics programme is designed around the risks that actually matter for electronics. The IT Bay recognised the value straight away and became one of the first retailers to embed protection for the category.
The programme covers accidental damage such as drops and liquid spills, mechanical and electrical faults once the manufacturer warranty has ended, and theft on portable devices like laptops and tablets. Every policy carries no excess, and with Loxa targeting an industry-leading claims approval rate, customers are not left out of pocket. Cover is presented at the point of sale and bundled within the same transaction, protecting the device for the years ahead.
Experience Loxa on The IT Bay
Built Into a Complex Magento Catalogue
The IT Bay lists new, open-box and refurbished grade variants of the same product under a single listing, so customers choose the condition they want without confusion. For a protection integration, that is harder than it looks. Cover has to read the right price and terms for whichever variant the customer selects.
Loxa's native Magento app handled that complexity. Working with MageCloud, the app was installed in three days of development, and Loxa's categorisation engine classified the catalogue and switched protection on across it in a fraction of the time a manual rollout would take. The engine also picks up new products automatically, so cover keeps pace as the range changes. Protection is presented on the product page, at the point of decision, in a format matched to The IT Bay's own branding.
Early Impact
Within weeks of launch, protection was live across around 80% of The IT Bay's insurable catalogue, spanning four product categories. Approved claims are settled by repair or replacement, or by a voucher redeemable with The IT Bay, keeping value inside the business and giving customers a reason to return. The IT Bay now promotes the cover on its homepage and through a dedicated protection page, a clear sign of its confidence in the offer.
The next stage is already mapped. The IT Bay plans to activate protection through its trade and phone sales team, where attach rates tend to run higher, and to extend the offer across the wider Ikonic Technology group over time.
What This Shows for Electronics Retail
Electronics combine high value, daily use and real fragility. Industry research suggests roughly one in three laptops suffer a failure within three years, much of it accidental and outside any manufacturer warranty. For a trade buyer, a damaged or stolen device is lost working time, not simply a replacement cost. That makes protection genuinely relevant at the moment of purchase.
The IT Bay shows what happens when it is offered well. Embedded across the range, presented clearly at the right moment, and backed by claims that Loxa handles end to end, protection becomes part of the buying experience rather than an upsell. For the retailer it adds a revenue stream, a reason for customers to return at claims time, and a lighter support load. For the customer, the device is covered when it matters most.
Ready to embed protection into your retail journey? Book a call with Loxa.
