Get inbox alerts when new episodes drop: http://eepurl.com/gJFLtj
“The brands we work with are making up to 5% of their revenue from resale. Our model is peer-to-peer, so customers are buying and selling from each other via the brand’s own marketplace.” Lydia Hartley, Co-founder, Continue.
FOLLOW US:
LinkedIn: https://www.linkedin.com/company/inside-commerce/
ABOUT THIS EPISODE:
Discover how Continue is helping brand-owned resale improve the way ecommerce businesses approach customer retention, loyalty and control over their secondary markets. This episode dives into the commercial opportunities, technology and strategies behind implementing peer-to-peer selling seamlessly within your brand ecosystem.
Key topics:
- The rapid growth and scale of platforms like Vinted, eBay and Depop, and why brands need to pay attention.
- How resale can drive up to 5% of revenue through repeat purchase and customer engagement.
- The power of building emotional loyalty and community within brand ecosystems.
- Ways to integrate resale into loyalty programs, including exclusive marketplaces for VIP members.
- The importance of authenticating products and protecting consumers from counterfeit or poor quality items.
- Strategies for launching peer-to-peer selling quickly and effectively, with real examples.
- Addressing concerns about cannibalisation and margin erosion with credible data.
- The role of storytelling, digital marketing and community engagement in successful launches.
- Technical setup, including Shopify and Magento.
Watch / listen now
FAQ: Loyalty and Community in Fashion
How quickly can a brand set up its own resale marketplace?
Continue offer integrations that take about one month, including marketing and brand customisation, making it a quick path to launch.
Can resale cannibalise full-price sales?
Data shows engaged resale customers tend to spend more on new products; resale complements rather than cannibalises revenue.
What categories work best for resale platforms?
High-quality, durable and premium-priced products above around £100 perform best. Fashion, collectibles and lifestyle categories are ideal initial targets.
How do brands authenticate products in resale?
By utilising purchase data, condition checks, receipts and moderation, brands ensure listings uphold authenticity and quality standards.
How does resale foster emotional loyalty?
Exclusive marketplaces, points for activity and community features build a sense of belonging and advocacy among consumers, turning buyers into brand ambassadors.
Listen on your favourite player
Want to suggest a topic or guest for a future episode? Contact us via the website or on LinkedIn.