Lancashire-based and fast-growing footwear brand Lanx has launched a trade-in and repair service for its customers.
The Re-Lanx offering is supported by Tern Circular, and allows consumers to give back old shoes in return for money off a new pair, or keep their items in use for longer by taking advantage of the retailer’s team of cobblers at its factory in Whalley.
As part of the commitment to circularity, Lanx is also now selling repaired shoes as part of its range.
On the website promoting the new service, Lanx says: “Whether that means repairing your own pair ready for more miles, or refurbishing them and passing them on to someone new, the goal is simple: keep proper footwear in use and out of landfill. All repairs and refurbishments are carried out in-house by our team in our factory in Whalley, Lancashire.”
It’s a big deal for Tern Circular, too. The launch involves using the Shopify Products feature, which means that both customers with or without order history can identify the exact style they own.
Kate Walmsley, co-founder of Tern Circular, said on LinkedIn: “They’re also our first partner to use a Tern-built custom integration to pass data from a trade-in directly into their repairs workflow.
“Now, as soon as a trade-in is received, Lanx’s factory team is notified, so they know exactly what’s coming in and in what condition.”
She also explained that once a pair has been fully restored, Tern automatically flags it as ready for relisting — “and Lanx will use the Tern admin to create a new Shopify listing using the original product data and details; as well as the unique attributes of the pre-owned pair”.
Re-Lanx trade-in also marks the circularity platform provider’s first integration with LoyaltyLion, which means consumers who trade in their worn footwear will receive Lanx loyalty credits in return for their donation. The idea is to drive retention and lifetime value.
Walmsley also said a partnership with digital marketing company Klaviyo ensures Lanx maintains a single customer view across the whole journey.
“One particular highlight has been how Lanx has made the experience completely their own,” she added.
“Using Tern’s out-of-the-box customisation tools — plus some clever [work] done in-house — they’ve built something that feels unmistakably them.”
In other related news, peer-to-peer marketplace platform provider Continue has partnered with clothing brand Never Fully Dressed to launch a new online resale marketplace.
Consumers can buy and sell pre-loved Never Fully Dressed pieces from each other via the marketplace, which also sells excess inventory from the brand.
Read more about resale and repair on Green Retail World
[image credit: Green Retail World]
