For The RealReal, personalization is the key to customer retention

10 months ago 20

This story is part of Glossy and Modern Retail’s series breaking down the big conversations at eTail West.

In the retail world, luxury resale company The RealReal has unique challenges. Along with selling single-SKU products, it must also contend with winning and retaining both consignors and traditional customers. According to Kerri-Ann Butcher, the company’s senior director of lifecycle, loyalty and retention marketing, ensuring the loyalty of each group requires individual strategies, which must evolve according to emerging technologies and group members’ behaviors.

“But, on both sides of the marketplace, the [strategies] are largely based on personalization,” Butcher said.

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