The RealReal increases support for sellers and buyers

A leading luxury goods resale company is optimizing and streamlining the entire experience of purchasing and selling goods on its omnichannel platform.

The Real Real Inc. is partnering with Salesforce to launch several new features aimed at both sellers and buyers of used luxury goods. For example, the retailer has enhanced its consignment service model, now called RealService, which adds a dedicated Consignor Concierge team to support sellers throughout the consignment process.

In addition to having an assigned luxury manager and a team of experts who authenticate, price, and list every item on behalf of the consignor, the Consignor Concierge team will be the designated point-of-contact to support and assist customers with any questions regarding the process.

The RealReal also uses the Salesforce Sales Cloud and Marketing Cloud solutions to help operate RealService. The company leverages Sales Cloud to obtain a full view of a buyer's purchase history, as well as their bookmarked items, to help better anticipate customer needs and personalize the sales experience.

The RealReal also deploys Sales Cloud to schedule virtual appointments for sellers at home or in-person at any of its retail locations. With Marketing Cloud, the retailer can utilize real-time data to build personalized customer journeys and enhance customer engagement from one platform across channels, such as email and social media.

The company is also debuting a handbag pricing estimator, which is supported by a new data platform called the Resale Insights Center. The Resale Insights Center contains more than a decade’s worth of data from over 30 million items sold to date.

“We have exceptionally high standards when it comes to service however in recent years, as we continued to grow rapidly year-over-year, we faced some challenges when it came to delivering this level of service that our customers expect from us,” said Rati Sahi Levesque, The RealReal’ president and COO. “By prioritizing, investing in and providing a dedicated concierge team to each and every consignor, we can continue to provide the luxury service that we sought out to deliver.”

“Since day one, The RealReal has been a trailblazer in creating a luxury experience for their growing community of buyers and sellers,” said Sarah Franklin, chief marketing officer, Salesforce. “Salesforce is empowering The RealReal with the data, automation, and AI needed to streamline internal processes while putting their customers at the heart of everything they do.”

[Read more: The RealReal taps former Canadian Tire, Neiman Marcus exec as CEO]

Founded in 2011, The RealReal operates 13 brick-and-mortar locations, and has a customer base of more than 31 million members.