Consignment stores are becoming increasingly popular with consumers as they seek to buy second-hand clothing at great prices and the option to make extra money as consignors. Consignment marketing is one of the most effective ways to market your consignment store and reach out to potential customers. However, consignment marketing is not only about targeting consumers but also marketing to consignors. Keep reading to learn the essential aspects of consignment marketing that you need to know for success.

The Basics of Marketing

Consignment stores can benefit greatly from effective marketing strategies. Here are some of the basics of marketing that every consignment store owner should know.

  1. Know your target audience: Knowing your target audience is crucial in marketing. Understanding their needs, preferences, and buying habits will help you create better marketing strategies that resonate with them.
  2. Create a strong brand identity: A strong brand identity sets you apart from your competitors and makes your store more memorable. Consignment stores can create a strong brand identity by focusing on their unique selling point (USP).
  3. Build an online presence: Having a strong online presence is essential for any business in today's digital age. Consignment stores can benefit greatly from social media platforms like Facebook, Instagram, and Twitter, which allow them to reach out to potential customers and engage with their existing ones.
  4. Offer incentives: Offering incentives is a great way to attract customers to your store. Consignment stores can offer incentives like discounts, loyalty programs, and referral bonuses to encourage customers to make repeat purchases and refer their friends and family.
  5. Host events: Hosting events is another effective way to market your consignment store. You can host events like fashion shows, product launches, and charity events to attract potential customers and build relationships with your existing ones. If in person events are not for you, think about hosting virtual or remote events like a webinar or panel. 
  6. Use email marketing: Email marketing is one of the most effective ways to reach out to your customers and keep them engaged, even today when Google’s spam and “unknown” folders capture a lot of marketing emails. You can use email marketing to inform your customers about new products, upcoming events, and discounts. You should also consider building nurture programs for potential buyers to make sure that when they are ready to purchase, you’re top of mind.

Marketing to the Consignment Shopper

Marketing to the consignment shopper requires a different approach than marketing to the general public. Here are key messages that consignment stores can communicate to attract shoppers.

  1. Unique and affordable products: Consignment stores offer unique and affordable products that cannot be found in traditional retail stores. Consignment stores should emphasize the value and quality of their products to attract shoppers who are looking for something different.
  2. Environmentally friendly: Consignment stores are an environmentally friendly option for shoppers who want to reduce their carbon footprint. Consignment stores should communicate their commitment to sustainability to attract shoppers who share this value.
  3. Supporting the community: Consignment stores support the local community by providing an outlet for people to sell their used items and by donating to local charities. Consignment stores should communicate their community involvement to attract shoppers who want to support local businesses.

Marketing to the Consignor

Marketing to the consignor is just as important as marketing to the shopper. Consignment stores need a steady stream of consignors to keep their inventory fresh. Take a look at these key messages that consignment stores can communicate to attract consignors.

  1. Easy and convenient: Consignment stores should communicate that consigning with them is easy and convenient. Consignors should be able to drop off their items without an appointment and receive payment promptly. Bonus if your store also provides access to a Consignor Portal, where they can manage their inventory, see balances, and get paid
  2. Fair and transparent: Consignment stores should communicate that they offer fair and transparent pricing. This makes it so consignors can easily understand how their items will be priced and what percentage of the sales they will receive.
  3. Trustworthy: Consignment stores should communicate that they are trustworthy and will take care of consignors' items. Consignors should feel confident that their items are safe and secure while they are in the store's possession. 
  4. Depending on your brand of consignment or specialty, make sure to promote what makes your store unique. Do you only take high-end or luxury goods? Do you specialize in children’s items? Your specialty is your strength, so let consignors know why they should pick you!

Consignment marketing is all about understanding your audiences, creating a strong brand identity, building an online presence, offering incentives, hosting events, and using multiple marketing strategies. Learn how SimpleConsign can help you today.