Consignment and Social Media

There are SO many industries in the world today that are benefitting from social media. Today we are going to chat about consignment and social media, specifically Facebook.  

Consignment stores haven’t always been fashionable. In many areas they’re considered only a small step above Goodwill or Salvation Army. The perception is that they are smelly, overcrowded corners of the retail world where ugly clothes go to die. Nothing could be further from the truth!  Not in this economy.

Consignment stores are back – with a vengeance and social media marketing skills are used widely to promote them. The “new” world of consignment features designer clothes with the tags still on them, jeans and t-shirts in mint condition, perfect but unwanted shoes, and gorgeous accessories that have been rescued from overcrowded closets. Most are selling for 50 to 80 percent off their original sticker prices, creating killer deals for savvy shoppers.

So, it would make sense that consignment shop owners would have a website as part of their social media, right? Yes, you are right about that. Also, perhaps they sell their items on an ebay store, or even a special page on their website? After all, U.S. shoppers spent 14 percent more for online holiday spending during the week ending Dec. 18, 2011. The $6.3 billion in spending marked the busiest week in online holiday shopping ever and it is said that almost HALF of that spending is on retail. So, it would make sense for a thrifty consignment store owner to sell their items elsewhere right? YES, you are right, but ebay and the website are NOT where they are selling....FACEBOOK is where it is all happening!

For example, my good friend Gerri Tallevich owns Gerri's Closet in Green. Gerri is a very smart business woman that has done very well for herself. She has owned Gerri's Closet for 14 years. She moved to a new space in town a couple of years ago and doubled her space. So, you could easily say she really knows what she's doing. She is ALWAYS looking for new ways to make her store and her items better. And, Gerri "gets" advertising. She isn't one of those business owners that never advertised. She just didn't do it in social media until recently.

It's kind of funny, we laugh about it sometimes. About 8 months ago if you would have walked into Gerri's gorgeous store on Masillon Road in Green, and happened to ask if she had "wi-fi" Gerri would respond with "no....I don't even have internet here". But, Gerri quickly learned that she enjoyed conversing with her friends and her customers on Facebook. So, she created a fan page for Gerri's Closet. Then, she thought she would try putting a few items on the page and see if she got any response. 

NOW...Gerri estimates that she sells anywhere from 5 to 12 items WEEKLY off of her Facebook fan page. I will take some of that credit of course, because I did create her a FABULOUS welcome page and profile picture on her fanpage. But, Gerri is reponsible for the rest. She posts pictures and lists items all the time. Usually, several a day. Customers ask questions and then put items on hold and POOF they are sold! Who knew that she could sell 50 items per month on her Facebook page? She doesn't have to pay for an ecommerce site. She has no monthly selling fees. All she has is customers who can't wait to see what Coach Purse or Michael Kors outfit she posts next. 

Social media is working extremely well for Gerri's Closet. Kinda makes you wonder what's next???

Tammy Rothacker

My Own Media Creative Marketing

www.facebook.com/myownmedia