As the original sneaker consignment marketplace with both a strong ecommerce brick-and-mortar presence, Flight Club had substantial business and technical challenges when they first approached Gamma Waves (then known as Sellry). Two stores with high foot traffic combined with a legacy e-commerce setup led to substantial inventory complications and poor customer experiences. Flight Club team members were manually performing tasks that were time-consuming and expensive; and conversion rates from the website were much lower than desired. Flight Club was a fast-growing company that required features and experiences uniquely personalized to their customers. Competitors were entering the market and Flight Club needed to improve and differentiate its customer experience in order to gain market share.