Resale, also known as resale, is the practice of buying and selling used products. With increasing concern about sustainability, this trend has gained prominence. The process involves everything from clothing to electronics, offering affordable and ecological alternatives.

In recent years, we have observed a significant change in consumption habits, driven by greater consumer concern about sustainability and also by inflation and high purchasing costs in some retail sectors. With this, the “resale”, that is, the purchase and sale of used products, began to gain space. Renting and buying products began to be valued and a smart choice. And we can go further. In 2016, if you asked a group of consumers if they would buy used products, 32% would say yes. Currently, that number has risen to 92%.

More than a trend, ESG is here to stay and is gaining strength

This month of June, considered the Environment Month, the popularization of the term becomes even more latent, as this strategy is becoming stronger and has increasingly become an alternative for retailers. This was, in fact, the main topic discussed during the 2023 NRF. But, after all, how can brands take advantage of the “resale” to sell more?

Understanding the concept of resale

O “resale” is the process of reselling used items. This practice allows consumers to give new life to products they no longer use, while also offering the opportunity for others to purchase these items at a more affordable price than when new.

Sustainability at the center of decisions

But the main justification for products that have already been used to return to the shelves is precisely the appeal for sustainability and conscious consumption, as the practice is part of a circular economy, that is, products that do not depend on virgin raw materials and prioritize more durable, recyclable and renewable inputs in their manufacturing.

The influence of resale on consumer choices

O Study B #3, developed by the journalism platform Economia B at the beginning of this year, has already shown that 47% of consumers are more likely to choose a brand if it is beneficial to people and the planet. Furthermore, 61% they like to buy from brands with a purpose that goes beyond just selling products and services. And this is the ingredient that makes “resale” such a powerful initiative.

Examples of successful resale

A Thredup, the largest online used goods store in the world, recently shared a report that highlights the success of this strategy. According to the study, in 2022, 1 in each 3 clothing items purchased in the United States were second-hand. The numbers are impressive: online reselling must reach 38 million dollars by 2027 and, in the next 10 years, the market will reach approximately 90 million dollars – growing faster than any other channel.

Adoption of the trend in Brazilian retail

But, what can we expect from this trend in Brazilian retail? A Reservation It is a success story in this sense. In 2020, the brand signed a contract with the startup EXCHANGE, focused on the resale of parts. Today, its physical stores receive used parts in good condition and each part is worth a discount of 20% when purchasing a new.

Furthermore, other traditional brands, such as Arezzo, are realizing the potential of “resale” and began launching buyback programs, where customers can return used products in exchange for credit or discounts on the purchase of new items. This approach not only encourages customer loyalty, but also strengthens the brand's image as a company concerned with sustainability.

The importance of authenticity

It is also worth highlighting that companies that choose to work on this strategy have an identification with the ESG (Environmental, Social, and Governance) and that are coherent in their actions so as not to be seen in an opportunistic or merely commercial manner. After all, consumers have become increasingly attentive to “green wash” that some companies still insist on presenting.

Factors that influence the purchasing decision in resale

According to WD Partners, in the customers’ view, the aspects that determine the purchase “resale” involve price, with 42%, environment, with 28%, It is 30% they choose interesting products that are no longer sold. Therefore, I am not afraid to say that this trend has no return. O “resale” It has become one of the best ways to attract flow and increase the value basket of products for brands and an important resource of the sustainable economy. Customers expect retailers to be increasingly prepared for this change.

With information @ Marketing World