For anyone who has ever worked in retail, the term “clienteling” may sound familiar. Clienteling is an effective technique used by retailers to track their customers’ data and develop long-term attachments with their clients to survive in the market.
In a world where online shopping is becoming increasingly popular, clienteling can help you differentiate yourself from the competition and cultivate a loyal customer base.
As life returns to normal post-COVID-19 pandemic, more and more brick-and-mortar stores are being pressured to transform and adapt their operations to meet the demands of online shoppers.
Specifically, it refers to the software and processes used to personalize a shopper’s experience, thereby increasing customer satisfaction.
Tools such as clienteling rely on client data, such as purchase history and personal information, to accomplish this. This increases customer lifetime value.
What are the Benefits of Clienteling?
Clienteling is a retail strategy that involves establishing a personal relationship between a store and its customers. This relationship is built on providing customers with individualized attention and service.
Although much of the world has transitioned to digital, a significant segment of shoppers still prefers to browse online and then visit a physical store to complete their purchase.
Study after study over the last few years has consistently underscored this. They have shown that consumers may browse online, but a significant portion still prefers shopping in physical stores because it allows them to see and experience the products in person before making a purchase, whether online or offline.
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How Clienteling Can Improve the Shopping Experience?
Clienteling can thus be used to improve the shopping experience by making it more personal and tailored to the customer’s needs. Additionally, it can help build customer loyalty and increase sales.
Here’s how:
1. Improved shopping experience
Clienteling can help to make the shopping experience hyper-personal. This means that the store associate will be better able to understand the customer’s needs and preferences and will be able to provide them with the best possible service.
This can be especially beneficial for customers who are new to a store or who have difficulty even navigating its layout.
By providing personalized service, the store associate can help to ensure that the customer has a positive experience and is likely to return.
2. Increased loyalty and sales
Clienteling can help to build customer loyalty and increase sales. This is because it fosters a personal relationship with the customer, which, in turn, can lead to increased satisfaction and repeat business.
Additionally, it can help build trust and confidence, which in turn can lead to customer loyalty. This, in turn, can lead to increased sales.
Businesses track their clients’ purchases using retail clienteling, enabling store associates to identify not only the most loyal but also the most preferred customers.
This allows them to tailor their service accordingly. Taking the fight to the competition
3. As a differentiator
Clienteling can be a powerful tool for differentiating your store from the competition.
In addition to improving customer satisfaction, clienteling can also boost employee morale and motivation. When done correctly, it can have a positive impact on every aspect of your business.
4. Encouraging customer interaction
When customers feel like they are part of the store’s team, they are more likely to shop more frequently and spend more money. Additionally, customer service skills are often enhanced as store associates learn to anticipate customers’ needs and address any issues promptly.
5. Fostering trust
When customers trust the store to provide quality products and services, they are more likely to share positive feedback with friends and family.
This trust, in turn, builds customer loyalty and generates repeat business.
How to Make the Most of Clienteling In Retail
Clienteling is a customer service strategy that involves developing relationships with individual customers.
Customer-related information can be used to improve your marketing and merchandising efforts. If you’re not already using clienteling in your business, it’s time to start!
Here are a few tips on clienteling to help you get started:
- Keep a record of your customer’s name, address, and phone number.
- Ask your customers for feedback.
- Regularly contact your customers to keep them updated on the latest developments in your business.
- Offer gifts or discounts to your most loyal customers.
- Create personal relationships with your customers and treat them as valuable customers.
For most businesses, their Point of Sales (POS) data analysis systems are a treasure trove of such data. There's no point in storing it; you need to analyze it to connect with your customers.
When to Use Clienteling for Maximum Effect
Clienteling can be utilized in various ways, including offering special discounts or exclusive event invitations.
It’s important to use it strategically, however, as it can be time-consuming and may not be appropriate for all customers.
When used effectively, it can be a powerful tool for improving the shopping experience.
Clienteling should be used when retailers aim to establish a personal connection with their customers. This could be done through in-person interactions, phone calls, or even text messages.
By using this method, retailers can gain a deeper understanding of their customers and establish lasting relationships.
Loyalty programs can also be used to reward customers for their loyalty. This could include gift cards, exclusive offers, or even personalized messages.
By showing appreciation to loyal customers, retailers can foster a strong relationship that encourages future purchases.
What Defines Clienteling Tools?
What are some tools/software that can be used to achieve clienteling goals?
Clienteling can be achieved through a variety of tools, including personalized service, targeted marketing, and customized shopping experiences.
Clienteling can be achieved by employees who provide personalized service by greeting customers, maintaining strong relationships, and offering customers valuable information.
Targeted marketing can be used to connect with customers who are likely to be interested in a product or service.
This could include using customer data to target ads, sending special offers to customers who have shown interest in a particular product or service, or hosting events relevant to specific customer segments.
Customized shopping experiences can be designed to enhance the shopping experience for customers.
This could include providing helpful tips, recommending products similar to what the customer is looking for, or assisting the customer in finding the right size and color of a product.
Clienteling is becoming better, cheaper, more effective, and more accessible than ever, thanks to advancements in new software.
More importantly, superior clienteling allows retail store associates, managers, and marketers to tailor the customer journey to the individual’s needs.
Customers, products, and inventory information are instantly accessible using mobile solutions.
In addition, they enhance collaboration, customer insight, product insight, and the ability to transact, leading to improved assisted sales and a better in-store experience.
As a result of cloud technology, authorized users can trigger timely, unique, and meaningful messages based on real-time customer behavior.
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Express Analytics Solution For Clienteling Bridges The Digital-Physical Divide
Clienteling creates a seamless experience for the customer from online to in-store. Express Analytics’ POS analytics solution utilizes data from shoppers' activity on their handheld devices to their online activity preceding the store visit.
The shopper’s identity is coupled across all the devices they use using a combination of deterministic and probabilistic methods.
These data are then aggregated in the customer data platform to inform the in-store associate of the shoppers’ needs and expectations.
The Express Analytics customer data platform is one of the most powerful tools available for managing customer relationships in both real-world and online retail.
Retailers can use client profiles and advanced customer tracking to boost sales. Features include auto-reminders and event triggers to help your marketing division.
A complete customer profile view, including their online behavior, in-store attitude, and past purchases, helps create an in-depth profile for your marketing to create a personalized customer journey.
Predictive recommendations are also possible. With the help of client data analysis, your business will be able to accurately forecast client needs, which will help drive cross-sell opportunities.
Real-time case resolution is also possible with AEA-enhanced customer service, as well as the management of client appointments.
These tactics help the retailer:
1. Increase the average order value
2. Optimally allocate a marketing budget
3. Improve customer loyalty and net promotion in the store