Luxury resale marketing agency

A resale platform's Shopping campaign is only as good as the feed's turnover. Items sell once, so the feed has to update the moment an item is sold or held, or the ad spends money sending buyers to a sold page. We sync the feed from live inventory several times a day, list each item with brand, model, colour, size and condition in the title so a 'pre-owned brand model' query matches, and set condition to used on every pre-owned piece. Campaigns are split by brand tier and price band, with the top brands in their own campaigns and negatives for replica, fake, dupe and inspired. Search ads run on brand-plus-pre-owned and brand-plus-second-hand terms, and a supply campaign runs on sell-my, consign and trade-in terms with a landing page that quotes. Because many items sit at four figures and orders per day are few, campaigns are read on a multi-week window and by margin per sale rather than daily return.

Resale creative works when it shows the real item and the real process. The pieces that hold attention are an authenticator checking a date code or a movement, a new arrival being unboxed from a consignor's parcel, a condition walkthrough that shows the flaws as well as the good angles, and a 'just listed' reel of the week's intake. Catalogue ads run from the live feed with sold items removed automatically, so retargeting never shows a piece that is gone. We retarget viewers of high-value items for a couple of weeks with that item and its closest alternatives, and run a separate consignor audience with creative that shows a payout arriving and answers the commission and insurance questions. Brand names appear in creative as they appear on the item, with authentication language kept exact, because ad review on resale accounts is strict and a vague claim gets the account flagged. Comments are answered with facts about the process, never with a promise.

Merchant Center treats a resale platform like any other seller, which is where most disapprovals come from. Every pre-owned item needs condition set to used. Items with no barcode, which is nearly all of them, need identifier_exists set to false rather than a made-up GTIN. Brand must be the brand on the item, and titles must describe the actual item without words like authentic or genuine used as a claim about other sellers. Images must be photographs of the item being sold, not the brand's campaign shots. Each item is its own product, not a variant, so item_group_id stays empty, and sold items are set to out of stock at once rather than deleted, which keeps the listing history. Price must match the page, including when an accepted offer changes it. Return terms and the insured shipping cost are set in Merchant Center so they appear on the listing. We fix all of this in the platform's listing flow so a new consignment publishes clean.

Resale search splits into brand-model pages, which are the collections, and trust questions, which are the content. Brand and model pages need text that describes the model, its sizes, date codes or references, common condition issues and current availability, so a search for a model that is not in stock today still lands on the page and gets an alert form. Sold item pages stay live with a sold badge and links to similar pieces, because those pages hold the ranking and the searches continue. AI assistants are asked whether your platform is legitimate, how authentication works, what the condition grades mean, how long consignment takes, how the commission works and whether returns are accepted. We write those answers as plain pages on the site, near the listings, with your actual process and terms, so the assistant quotes you rather than a forum thread. Brand names are used as descriptions of the item, never as a claim of affiliation.

The resale email programme is an alert system, not a newsletter. Buyers set a want list by brand, model, size and price and get a message when a match is listed, ideally within the hour, because the item may be gone by evening. Weekly new-arrival emails are segmented by brand affinity from browsing and purchase data, so a watch buyer does not get handbags. Held items get a short countdown flow. After delivery the flow covers care, storage and how to sell the piece back or consign something else, which is the supply engine. Consignors get a flow of their own: item received, authenticated, listed, viewed, sold, paid, then an invitation to send the next piece. Price-drop alerts go only to people who viewed a specific item and only when the consignor has agreed the lower price, so the platform never trains buyers to wait for markdowns across the board.