Blue Moon Estate Sales was founded in 2009 by the Blue family, who wanted to bring professionalism and trust to the estate sale industry. Operating a franchise model since 2013, Blue Moon now has over 80 franchisees and 130 locations across 27 states. Blue Moon handles every aspect of the sale, creating a positive experience for sellers going through life transitions, and a welcoming pop-up, retail-like experience for shoppers.

We talked to Kaley Plaxton, Marketing Specialist at Blue Moon Estate Sales, to see what results they are seeing from their loyalty program.

"Before, we couldn't separate and segment an in-store versus an online customer," says Declan, Project Manager at TennisGear.

TennisGear faced the challenge of finding the right tech stack for their multi-channel business. Their primary goal was to streamline the customer experience across their retail stores, coaching business, and two online stores. Thanks to the powerful combination of Lightspeed POS and Marsello, they now have all their data in one place, giving them the ability to create cross-location segments.

Blue Moon’s success is closely tied to the real estate market, as estate sales often occur during life transitions like moving, downsizing, or inheriting property. When the real estate market slows, demand for estate sales also slows. Yet at the same time, secondhand shopping has been growing, particularly among younger demographics.

Blue Moon saw an opportunity to bridge this gap by fostering a loyal community of shoppers who would return to their sales regularly. They wanted to reward their frequent shoppers, encourage repeat visits, and build a sense of belonging among their customer base. A loyalty program was the perfect solution, to turn one-time bargain hunters into repeat shoppers. In turn, a focus on building connections with eager buyers also led to greater client referrals.

Since implementing their loyalty program, Blue Moon Estate Sales has seen remarkable results:

Blue Moon Estate Sales uses loyalty program data—like popular product categories, average cart values, and high-ticket item trends—to win and reassure estate sale clients. “Knowing the people who shop at our sales, what they're purchasing especially, is the biggest thing,” Kaley explains.

By showcasing trends like which items are in demand or how quickly certain categories sell, Blue Moon demonstrates their expertise and market knowledge. This builds trust and reassures clients that their belongings are in good hands, especially if they are navigating emotional transitions.

The loyalty program has become a cornerstone of Blue Moon’s marketing strategy. With an average of 500 new loyalty members joining each week, the program is rapidly expanding. Weekly newsletters keep members informed about upcoming sales and reward opportunities.

The program also fosters a sense of community. Especially with younger segments, thrifting signals sustainability and creativity, so shoppers take pride in their points balances. This creates a ripple effect that brings new customers into the fold. That sense of belonging is especially important in today’s market, says Kaley: “Right now we're just in a time when people are looking for that sense of community.”

Blue Moon Estate Sales has successfully leveraged Marsello’s loyalty program to build a thriving community of loyal shoppers, drive repeat business, and gain valuable customer insights. By upholding their values throughout the estate sale process, they’ve transformed estate sales into hands-free experiences for sellers and rewarding experiences for shoppers.

“We've seen nothing but good come from having the loyalty program,” says Kaley. “I would really encourage it.” What’s next for Blue Moon’s loyalty program? Kaley is keen to move the needle on their customer attachment rate at the point of sale to get even better, more accurate shopper data.

Marsello’s support team has provided Restart with reliable, hands-on assistance. "This is honestly the first time I've ever had a solution where people are invested in actually listening to us and figuring something out," Sydney says. "Marsello’s team genuinely cares, and that means a lot to a small business like ours."

With Marsello’s dedicated support, Restart can manage their loyalty program confidently, knowing they have a partner that understands and supports their needs.