Clienteling is extremely effective for engaging with customers in a way that leads to loyalty and a better overall experience with your brand. Here, Alexandra Frith from Retail Pro International offers some top tips for growth
Outside of luxury and small retailers who have personal relationships built into their business model, clienteling is a tough tactic to pull off – especially when you throw multiple sales channels into the mix.
So how can mid-sized and chain store retailers incorporate some of the same concepts that make clienteling so effective into their customer engagement strategy?
Here are 9 ways to improve your omnichannel customer experience with clienteling tactics.
Train your employees to listen for customers’ unspoken needs when they’re helping them on the sales floor. For example, if they’re looking for a home theater system, help them evaluate not only the speakers and acoustic panels, but also the wireless headphones that will recreate the experience when the baby is sleeping. Help your customer think through every detail of the occasion and get them everything that meets those needs.
Mobile POS is your friend. It gives your sales associates quick access to a customer’s profile and shopping history so they can be better informed when making recommendations. Retail Pro POS is device-agnostic, which means your sales associates have secure access to the same powerful customer management tools, whether on small mobile devices or full-sized desktop computers.
Having an iPad or tablet accessible while engaging with customers on the sales floor means your sales associates can look up inventory at nearby store locations to see whether they have the particular size or color the customer wants. Then, complete the sale through that store with send sale capabilities in Retail Pro.
Retailers going for the clean, modern look of a lean inventory strategy can use inventory images in your mobile POS or on your website as an endless aisle lookbook to help your customer pick out and order items you don’t carry in store.
Analyse the POS sales data in business intelligence and visual analytics software like Retail Pro Decisions to see micro and macro trends and take action to make the goods available to more customers. If your top shoppers are loving your newest products, extend the offer to the next tier of shoppers to bring them into your stores and spread the love.
Use your customer data in Retail Pro to offer the same kind of personalized service on your website. Basket analyses help you see what products shoppers tend to purchase together so you can recommend similar pairings to shoppers buying only one item or the other.
For shoppers who have an account with you, use their purchase history as the basis for your recommendations. AppCard for Retail Pro integrates customers’ POS data to make it easier to personalize offers to them. Email marketing campaigns personalized with your customers’ actual shopping behavior make them more relevant and more likely end in conversion.
Between visits to store or site, nurture shoppers by anticipating their next need and proactively contacting them via email or SMS. A customer’s purchase history in Retail Pro POS can inform the offers you make to them and helps you create personalized promotions through the AppCard for Retail Pro solution.
A cohesive customer experience shows you know and understand shoppers’ wants, exposes them to new products they may benefit from, and makes it more convenient for them to get what they need from you. The best way to do that? Tie the purchasing journey and communications together across channels by integrating all your customer-facing tools on the Retail Pro POS platform.
Luxury retail sets high standards when it comes to giving shoppers a meaningful, customized customer experience. Retailers incorporating clienteling tactics into their own customer engagement strategy across channels can differentiate themselves by better, more personalized experiences at every touchpoint.
Alexandra Frith, Retail Pro International is 1 part executive, 1 part brand geek, 3 parts innovation fanatic, Alexandra is a strategist, a thought leader, and someone who is really good at cracking the business growth nut. With expertise in brand story development, customer engagement, and retail technology innovation, Alexandra spent last 15 years standing up tech startups, re-establishing relevance for mature brands and creating strategic solutions that hone market relevance and position businesses for growth.