Scamp & Dude grows through circular resale
With Continue, Scamp & Dude transformed an 34,000 member strong resale community into a fully branded growth channel.
Founded in 2016 by Jo Tutchener Sharp OBE, Scamp & Dude is a B Corp™ certified fashion brand powered by purpose. Over the past 10 years, Scamp & Dude has built one of the most loyal customer communities for a British fashion retailer. Their fans are engaged, vocal and always looking for new ways to connect with the brand and their founder Jo. Much of that community activity was already happening off-site, in Facebook groups where customers were trading pieces, sharing styling ideas and connecting with each other.
Results
+67% higher spend on new product per resale-engaged customer
+11%** more likely for resale customers to return and shop again
14%** of resale users were lapsed customers for 180 days prior
Scamp & Dude wanted to reward their loyal community and launch resale as an additional perk inside their member programme, Charge Your Bolt. Loyalty members had access to buy and sell preloved pieces amongst each other. That created FOMO in the wider community, giving customers a real reason to sign up, and gave the brand a controlled environment to prove the model before opening it up.
The commercial results came in fast. Resale-engaged customers were spending significantly more on new products than non-engaged customers. So Scamp & Dude opened it up. Today, Scamp & Dude Preloved lives on the brand's homepage, open to every customer. And not only does Preloved extend garment lifecycles, allowing customers to sustainably recirculate their ‘wardrobe heroes’, it further cements the brand’s long-term commitment to purpose-driven impact.
How we measured the impact
For every resale-engaged customer, Continue found a matched twin. A customer who never joined resale, but who shopped almost identically to the member in the six months before they signed up. In the six months before joining, members and their twins spent within 0.06% of each other on the brand. Effectively, they existed in the same customer spend segment.
In the nine months after joining, members outspent their twins by 67%. They shopped 70% more often. And 11% more of them came back to buy again.
Two identical customers, but one joined resale . 67% apart, ten months later.
Marketplace activity
In ten months, Scamp & Dude Preloved has driven around 3,000 direct marketplace sales, with 40% of them coming from offer negotiations between buyers and sellers. Members are talking to each other, browsing each other's wardrobes and coming back to the brand between purchases.
The platform was also successful in re-engaging customers who hadn’t bought anything from the brand for over six months. 14% of the resale users were people like this, who then went on to spend on new shortly after engaging in resale, amounting to £89k in new sales.
The channel has done what a loyalty perk on its own couldn't. It's turned engaged customers into super fans by facilitating conversations amongst customers on their website, creating emotional connections which are crucial for loyalty building in today’s world.
By starting with loyalty and opening up to community, Scamp & Dude has built a new channel that is reliable for driving business growth moving forward.
www.scampanddude.com
