Customer Retention: Why Resale Is the Next Big Thing in Customer Retention with Lydia Hartley, Continue (episode 245)
by Chloe ThomasLydia Hartley is co-founder at Continue, a software solution that enables brands to launch their own resale marketplace, already in use by 22 brands including ThruDark, BAM, and Hayley Menzies.
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Dive in:
[05:28] Empowering brands in resale market.
[07:54] Boost brand loyalty with resell rewards.
[10:23] Secondhand marketplace boosts brand loyalty.
[15:36} Easy ecommerce launches, complex branding.
[17:34] Fashion resale market growth analysis.
[22:03] Peer-to-peer enhances brand experience.
[24:54] Explore pre-loved market opportunities.
[26:23] Insider Tips from Lydia!
Resale Programs Boost Customer Retention
Offering a resale marketplace keeps customers engaged with a brand long after their initial purchase. When customers can easily resell items and receive store credit, they are more likely to return and buy again. This creates a cycle of repeat business and builds brand loyalty. Instead of losing customers to third-party platforms like Vinted or eBay, brands can retain them within their ecosystem. A well-executed resale program strengthens customer relationships and increases lifetime value.
A Seamless Customer Experience Matters
For resale to be successful, the process must be simple and rewarding for customers. The easier it is to list, sell, and redeem store credit, the more likely customers are to take part. Technology, such as Shopify integrations and email automation, helps streamline this experience. When customers have a smooth, positive interaction, they associate that ease with the brand. This builds trust, encourages engagement, and strengthens brand affinity.
Resale Works Best When Integrated into a Brand’s Strategy
A resale program is not a “set it and forget it” implementation. It needs to be part of the marketing and customer engagement plan. Brands should promote resale opportunities through emails, social media, and seasonal campaigns. Aligning resale with events like Earth Day or Black Friday gives customers more reasons to join. A strong resale strategy also highlights product quality, reinforcing the idea that items are built to last. When done right, resale enhances both sustainability efforts and customer retention.
Listen to hear Lydia’s Insider Tips on Retention!
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