A Rapha Re-Commerce program that helped reduce textile waste, drive traffic into stores, and generate new first time Rapha consumers.

I developed the concept, sold the strategy into the business, led creative of initiatives visual identity, and spearheaded the omni-channel GTM across owned/earned/paid/UGC.

We partnered with a third party, ‘out and back’, to streamline the marketplace and allow cyclists to bring cycling apparel from any brand into any rapha clubhouse, and painlessly exchange it for cash or rapha credit.

The program was piloted in the US across all clubhouses and upon success and consumer demand adopted globally by the business. In the first year in US, Reroute brought 1500 new customers into Rapha stores, and facilitated 6500 exchanges that would have otherwise went to landfills. Shockingly 67% of exchangers opted for rapha store credit rather than cash which led to $130k+ boost in store revenue.
The result far exceeded expectations.

Contributions
Pioneer of program
Led Strategy & GTM
Creative Direction
Marketing Management
Copy Writing

Collaborators
Brandon Camarda - Marketing Director
Out & Back - integrated third party re-commerce partner