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Case Study · Fashion · E-Commerce B2C

Kleiderberg: 340% more membership signups

Kleiderberg had a unique growth challenge: it needed to bring in more buyers while simultaneously strengthening the supply of high-quality secondhand inventory. R17 built a coordinated growth strategy across paid social, paid search and email that increased membership signups, lifted ROAS and grew returning customers.

+340%

increase in membership signups

+270%

increase in ROAS

70%

returning customers

The situation

Kleiderberg is a Swiss online marketplace for secondhand apparel, shoes and accessories, connecting buyers and sellers of pre-loved goods. Unlike a traditional e-commerce business, growth depended on two audiences moving together. More buyers meant more demand, but more high-quality inventory was equally important to keep those buyers engaged. The challenge was therefore twofold: increase revenue from existing and new buyers while encouraging more sellers to strengthen the marketplace.

The call

Grow the marketplace from both directions

R17 recognised that treating buyer and seller growth as separate marketing problems would miss the bigger opportunity. The strategy focused on strengthening both sides of the marketplace at the same time. Using paid social, paid search and email to drive stronger buyer performance while increasing membership signups among sellers. Instead of optimising for one isolated metric, we looked at how each side contributed to the health and growth of the wider platform.

The work

Build demand, strengthen supply, keep customers coming back
01

Grow buyer revenue

We used paid social and paid search to reach relevant audiences and drive more revenue from Kleiderberg's buyer base. Campaigns were refined around the audiences, messages and products that showed the strongest commercial response.

02

Bring more sellers into the platform

On the seller side, the focus shifted from purchases to membership signups. Targeted campaigns were designed to communicate the value of joining Kleiderberg and encourage more users to list their pre-loved items.

03

Connect acquisition with retention

Email marketing helped keep customers engaged after their first interaction, creating more opportunities for repeat purchases and strengthening the relationship between the marketplace and its users.

04

Optimise both sides together

Rather than looking at buyer and seller activity in isolation, performance insights across paid media and email were used to understand where the greatest opportunities for growth sat. This allowed R17 to continuously refine the approach as the marketplace expanded.

The results

Stronger performance on both sides of the marketplace

  • +340% increase in membership signups
  • 270% increase in ROAS
  • 70% increase in returning customers
  • Consistent revenue growth
R17 has played a pivotal role in fueling Kleiderberg's digital expansion. Through their strategic approach in paid social, SEA, and email marketing, they've ensured consistent revenue growth and helped us significantly broaden our inventory and catalog by driving a substantial increase in membership signups. Their expertise in leveraging our user-centric model has been invaluable in enhancing engagement within our platform.
Sandra Diestelhorst-Tessaro
CEO, Kleiderberg AG

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