Sustainability Archives

Redefining Retail: Recurate’s ResaleOS™ 2.0 Revolutionizes the Secondhand Market

March 25, 2024March 19, 2024

Recurate unveils its ResaleOS™ 2.0 suite of solutions, transforming how brands approach and capitalize on the booming secondhand market. Discover the groundbreaking features that streamline resale programs and drive growth.

Mastering Personalized Marketing with Decile CEO Cary Lawrence

March 12, 2024

In this episode of Talk Commerce, I had the pleasure of chatting with Cary Lawrence, the CEO of Decile, a customer data and marketing platform built by marketers for marketers. Cary shared her passion for food and cooking, but more importantly, her deep insights into the world of data-driven marketing. Join us as we delve into the power of first-party data and how Decile is helping marketers create personalized experiences that drive customer loyalty and profitable growth.

Navigating the Cookieless World with Decile

Cary explained how Decile is well-positioned to help marketers thrive in a world without third-party cookies. By focusing on identity-based marketing and leveraging first-party data, Decile enables marketers to create personalized experiences without relying on device IDs or cookies. As someone who values privacy, I appreciate Decile’s approach to using data responsibly while still delivering value to customers.

The Art of Personalization: Balancing Relevance and Privacy

One of the key challenges in personalized marketing is striking the right balance between relevance and privacy. Cary emphasized the importance of creating an equal value exchange, where customers willingly share their information in return for personalized offers and experiences. By leveraging machine learning to analyze customer attributes and behaviors, Decile helps marketers deliver targeted messages that resonate with individual customers without crossing the line into invasiveness.

Finding Your High-Value Customers with Predictive Analytics

Cary shared a fascinating insight: the top 10% of customers are often responsible for 40-60% of a company’s revenue and profit. This highlights the importance of identifying and nurturing high-value customers. Decile’s predictive analytics capabilities help marketers identify not only their most valuable customers today but also those with the highest propensity to purchase in the future. As a marketer myself, I can attest to the power of focusing on retention and extracting more value from existing customers.

The Future of Marketing: Sustainability, Loyalty, and AI

Looking ahead to 2024 and beyond, Cary identified several trends that will shape the future of marketing. Sustainability, both in terms of packaging and product, will continue to be a key focus for consumers, especially younger generations. Customized loyalty programs that cater to individual preferences will become more prevalent. And while the role of AI in customer service is still evolving, Cary believes that generative AI and chatbots have the potential to streamline and improve the customer experience, provided they are executed flawlessly.

The Final Data Bit

My conversation with Cary Lawrence was a fascinating deep dive into the world of data-driven marketing. As marketers, we have a responsibility to use data ethically and responsibly, always keeping the customer’s best interests in mind. By leveraging the power of first-party data and predictive analytics, we can create personalized experiences that delight customers and drive profitable growth. If you’re looking to take your marketing to the next level, be sure to check out Decile and the innovative work they’re doing in the space.

Resale Revelation: How Brands Are Tapping Into Secondhand with Bianca Tarantowicz

January 26, 2024November 21, 2023

In a recent podcast episode, I had the pleasure of hosting Bianca Tarantowicz from Recurate, a software-as-a-service company that helps brands enable their resale channel directly on their website. Alongside my co-host Madeleine, we delved into the world of branded resale, discussing its potential and how brands can leverage this growing market.

Meet Bianca, The Director of Brand Success at Recurate

Bianca, the Director of Brand Success at Recurate, is passionate about helping brands onboard and effectively communicate the benefits of branded resale to their customers. She is based in New York, specifically on Long Island, and has a background in competitive ballet dancing, which she believes has shaped her work ethic and who she is today.

The Power of Branded Resale

Bianca shed light on the challenges and excitement of implementing a resale strategy within a brand. She emphasized the importance of involving various departments, such as sustainability, e-commerce, and operations, to maximize the potential of resale. According to Bianca, brands can tap into their inventory and engage with customers by offering quality products at a fair price point.

The Rise of Secondhand Buying

Bianca and Madeleine discussed the growing acceptance of secondhand buying among shoppers and the convenience of online resale platforms. Bianca explained that Recurate ensures the legitimacy of the products before they go live on their platform. She also acknowledged that while there may be some hesitation from luxury brands to engage in resale, technology like digital ID can help authenticate luxury items.

The Impact of Fast Fashion

The conversation also touched on the concept of fast fashion, which refers to quickly produced, low-cost, and low-quality clothing that follows trends. Bianca explained that fast fashion poses challenges for resale due to its short lifespan and lower quality.

The Future of Innovation in the Sales Space

Bianca highlighted the concept of digital ID and the ability for consumers to track the lifecycle of their products as the future of innovation in the sales space. She also mentioned the potential for advancements in cleaning and repair technology, as well as the growth of peer-to-peer services and community-based collaborations.

The Success of Mansur Gavriel and the Dream of Landing Cult Gaia

Bianca mentioned the success of Mansur Gavriel, a handbag company that has embraced timelessness and authenticity in their products. She also revealed her “white whale,” or the brand she would love to land for Recurate, as Cult Gaia, a brand known for their funky and fun handbags.

The Benefits of a “Takeback” Program

Brent asked Bianca about a “takeback” program, where customers can trade in their pre-loved items for a gift card, and the brand can resell those items. Bianca explained how this program works and the benefits it offers.

Final Thoughts

In closing, Bianca emphasized the importance of brands embracing the resale market and the potential it holds for the future of retail. She encourages brands to consider the benefits of resale, not only for their bottom line but also for the environment and their customers.

In the world of retail, the future is resale, and brands that embrace this trend will be at the forefront of the industry.

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