This is such a smart shift from Bernadette Olivier.

Instead of pushing customers to spend money they don’t have, you help them unlock value from what’s already sitting in their wardrobe, then bring that spend back into your brand.

It’s simple, but it completely changes how you think about growth. Episode #621 is live now!

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Bernadette Olivier said it best.

The women behind fashion rental are not just lending dresses. They are building real businesses. Students, grandmothers, everyday entrepreneurs. All proving that style can create income, community, and a whole new way to think about ownership.

Episode #621 out now!

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The conversation in most ecommerce businesses right now is about which channels to double down on. Meta is getting more expensive. CAC is going up.

Every dollar of paid spend aimed at reaching a customer who hasn't found you yet.
But some of those customers have already found you. Through a different door. Right now someone is buying your jacket secondhand on eBay.

In this playbook, based on a conversation with Bernadette Olivier, CEO of The Volte and Seamlist, we cover three things ecommerce operators can take into their business:

- Your secondary market is already running without you
- Secondary buyers aren't defectors. They're the top of your funnel.
- The brand experience of the secondary sale is yours to own or lose

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“We used to just call customers off an Excel list…”

That’s how most retail “clienteling” still works.

INCU changed that with The Wishlist.

Now, every conversation is tracked across every store.
So customers don’t get spammed: they get served.

If someone’s already been contacted? The team knows.
If someone’s away? Another team member picks it up seamlessly.

That’s what real personalisation looks like in-store.

🎧 Exclusive Episode #618 out now
Spotify | Apple | YouTube

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