EP336: Resale as a Strategic Tool for Brands - Unlocking Revenue, Loyalty and Control, with Continue Co-founder Lydia Hartley

"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.About this podcast: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 resale seamlessly within your brand ecosystem.Key discussion points:The rapid growth and scale of resale 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 resale for 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 resale platforms 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 resale launches.Technical setup, including Shopify and Magento.Chapters:[00:35] Introduction to Marketplace Commerce and Resale[03:02] Understanding Resale Platform Benefits & Market Opportunity[08:55] Resale as a Retention Tool[14:42] Debunking Cannibalisation Myths[20:21] Integrating Resale into Loyalty Programs[26:12] Building Trust and Moderating Bad Actors[32:49] Challenges and Risks in Implementing Resale Strategies[35:05] Effective Launch Strategies for Resale Platforms[40:55] Customer Service and Brand Consistency[42:58] Shipping Mechanisms in Resale Platforms