In the ever-evolving world of retail, where competition is fierce and customer expectations are higher than ever, staying ahead of the curve is essential. One strategy that has emerged as a game-changer for retail brands is clienteling. This article will explore clienteling and how it can significantly benefit your retail brand.
Clienteling: Personalising the Shopping Experience
Imagine you’re a sales representative trying to sell a toaster to a customer who’s just walked into your store. You could take a shot in the dark and hope to guess their preferences, or you could have a mobile device that provides you with a wealth of information about the customer. This information could include their previous visits, purchase history, and upcoming birthdays. Armed with this data, you can make informed recommendations, such as suggesting a slightly fancier toaster that aligns with their needs and offering them a birthday discount at checkout. This personalised customer experience is what clienteling is all about, and it can turn one-time shoppers into loyal advocates of your brand.
What is Clienteling in Retail?
Clienteling in retail involves developing and utilising detailed customer profiles to offer a highly personalised shopping experience as soon as customers interact with your brand, in-store or online. This approach entails collecting data from various touchpoints, including purchase history, past visits, interests, personal relationships, customer feedback, and even special occasions like birthdays. The term “clienteling” underscores the idea that customers are valued clients, not anonymous buyers. The ultimate goal is to provide customers with more intimate experiences that foster long-term, meaningful connections.
Benefits of Retail Clienteling
Implementing a robust retail clienteling strategy can bring about two primary benefits:
Enhanced Customer Experience: Clienteling allows you to provide a more intimate and personalised customer experience. Studies show that retail personalization can enhance the relationship between retailers and consumers, leading to lasting customer loyalty and revenue growth of 10% to 30%. By delivering personalised service, clientele can increase customer satisfaction, boost loyalty, expand the number of repeat customers, and generate positive word-of-mouth referrals.
Data-Driven Decision-Making: Clienteling data, when used effectively, can drive sales. When your sales associates can quickly identify and engage with customers, it becomes easier to make sales and identify opportunities for upselling. Additionally, your marketing department can tailor campaigns to individual customers, leading to higher click-through rates and increased website traffic. Your analytics team can leverage this data to focus on high-value clients, maximising their spending potential and helping you identify new audiences to convert.
Main Components of Retail Clienteling
A successful retail clienteling strategy typically includes the following key components:
Detailed Profiles: Collect and maintain comprehensive customer information in a searchable database, such as a customer relationship management (CRM) system.
Product Information: Maintain a catalogue of your products and services to help sales reps quickly identify relevant offerings and upsell opportunities.
Omnichannel Cross-Pollination: With the increasing integration of physical stores and online platforms, providing personalised customer service across all channels is crucial. This enables sales reps to access customer data from multiple sources, including purchase histories and customer service interactions.
Checkout Capabilities: Many clienteling programs include all the tools necessary to complete a sale. For instance, solutions like Shopify POS integrate customer profiles, POS software, barcode scanners, and card readers into a single handheld device, allowing sales reps to serve customers, access product information, and process payments anywhere in the store.
Marketing Integration: Customer profiles serve as valuable marketing assets, enabling brands to tailor campaigns to specific customers and offer personalised promotions and targeted offers.
In conclusion, clienteling is a powerful tool that can revolutionise your retail brand’s approach to customer engagement. By personalising the shopping experience, clienteling enhances customer satisfaction, drives sales, and builds long-term loyalty. Invest in comprehensive customer profiles, product information, omnichannel integration, checkout capabilities, and marketing strategies to harness the full potential of the clientele. As DVF’s success story shows, embracing clienteling can lead to a brighter future for your retail brand in today’s competitive marketplace.
Grozeo is a pioneering force in the retail technology sector based in the United Kingdom, dedicated to empowering retailers with innovative solutions like an online store builder which drives growth, efficiency, and customer satisfaction. With a relentless commitment to staying at the forefront of technology, Grozeo delivers cutting-edge products and services that help retailers thrive in an increasingly competitive marketplace.