Resale as a driver of acquisition and customer loyalty
For a brand like Jérôme Dreyfuss, known for its artisanal craftsmanship, integrating a second-hand program was both a strategic opportunity and a challenge.
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What Jerome Dreyfuss measured
Resale is a measurable channel for acquisition, reactivation, and conversion to full-price.
56%
New customer acquisition
Activated customers with no prior relationship with the brand
10%
Dormant customer reactivation
Profiles with no purchase in over 2 years, re-engaged through second-hand
5%
New-to-full-price conversion
Second-hand buyers who subsequently purchased full-price items
Access the key insights from the case study:
Resale as a growth channel
Beyond sustainability a measurable acquisition, reactivation, and conversion lever
Omnichannel consistency
Digital platform and in-store trade-in, aligned with the brand's aesthetic standards
The seller-to-buyer loop
Store credit turns resellers into full-price customers, increasing lifetime value
Brand-owned resale works independently
No sustainability rationale needed structured resale drives growth on its own
Dedicated digital platform
A branded space to buy and sell certified pre-owned pieces
In-store trade-in
Drop off in-store, receive a store credit voucher redeemable on current collections
Conversion to full-price
Turns sellers into buyers, bridging second-hand with the primary offer