Damien Pellé (SMCP): Why did Maje choose Faume for its resale program?

Source : Based on a Retail Rethink article published by Les Clés du Digital, built around an interview with Damien Pellé (CSR Director, SMCP Group)

In an interview with Les Clés du Digital, Damien Pellé (CSR Director at SMCP) explains how the group is structuring its second-hand strategy, and why Maje is joining a system already operated in white label with Faume for Sandro (since 2021) and Claudie Pierlot (since 2024).

Centralising to scale up

The stated logic is that of a group-wide system: pooling what can be pooled (services, integrations, developments) and avoiding a patchwork of brand-by-brand initiatives. Damien Pellé sums up the reasoning: “We wanted to centralise everything with Faume for reasons of service pooling and IT development.”

An omnichannel operational model designed for retail

The programme allows customers to buy and resell items, with buy-back possible in more than 70 stores. The collected products are then handled in the back-end (logistics, refurbishment, photography) before being put back on sale on the brand’s official website, in white label; physical corners can also be activated on an ad hoc basis.
In-store, the interview highlights integration into teams’ day-to-day work: assessing the condition of items, a pricing tool supported by an algorithm, tablets, and an initial test in a limited number of stores before scaling up.
Damien Pellé concludes: “The solution is intuitive.”

A fully embraced business topic: revenue, vouchers, loyalty, acquisition

The interview clearly adopts a directly economic view of second-hand. It is presented as additional revenue and as a driver of repeat purchases via the voucher mechanism: the customers concerned spend more. Damien Pellé also stresses the relational effect, with second-hand described as a service that builds loyalty while recruiting new customers.

For Maje, one figure illustrates this acquisition potential: “For Maje, 48% of second-hand customers are unknown to us.”

CRM and steering: from data to analysis, all the way to pricing

Beyond the transaction itself, SMCP says it is entering a steering phase: the group reports that it is starting to leverage data in its CRM and conduct analyses. Faume is explicitly cited as contributing to this capability: “Faume provides us with data for our analyses.”
The interview also mentions increasing sophistication in pricing, with tests of dynamic pricing on second-hand, and finally links the system to retail effects, notably in terms of in-store traffic.

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Read the full article (original source)

Find the full interview and all key takeaways in “Maje strengthens its second-hand initiatives” on Les Clés du Digital (Retail Rethink).

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