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A generation ago, people shopped by visiting a retailer, chatting with the salesclerk, browsing and building relationships. An associate would place a call to customers if a new shipment arrived with pieces that were “just perfect” for them.<\/p>\n
It’s that sense of a personal touch that is critical to the success of brick and mortar to this day.<\/p>\n
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Several years ago, online retailers had the advantage over brick and mortars as they could efficiently collect much more data about customers at every visit.<\/p>\n
They knew what pages the shopper had visited, which items were of interest, and how many times they visited before they purchased items.<\/p>\n
That amount of information would take far longer for a traditional retailer to collect, at that time.<\/p>\n
Fast forward five years, and technology can now provide brick and mortars with deeper information than ever before.<\/p>\n
Now brick and mortars have an advantage over their online competitors, as their stores morph into showrooms where shoppers can physically inspect products, and associates can make personal connections.<\/p>\n
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Today’s retailers employ clienteling strategies to build customer relationships based on data collected about their preferences, purchases, lifestyle and other behavior.<\/p>\n
Within stores, retailers are equipping associates with customer information that lets them deliver personalized service.<\/p>\n
Clienteling software can be used to compile customer data from different channels \u2013 from in-store purchases to online browsing history to items stored on wish lists.<\/p>\n
The in-store shopping experience can then be tailored to fit each customer\u2019s unique interests and desires.<\/p>\n
Such anticipation of needs enhances the customers’ in-store shopping experience and helps associates sell more effectively.<\/p>\n
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Clienteling data not only enhances the shopping experience for those in physical stores but is also used by associates to reach out to customers between visits.<\/p>\n
Clienteling technology can be used to create alerts about any event that forms a customer connection.<\/p>\n
Associates with access to customers’ spouses’ birthdates, for example, might place a well-timed call detailing the latest merchandise that would make a great gift.<\/p>\n
And stock alerts can be correlated to specific customers, so contact can be made when a new shipment from a specific vendor arrives.<\/p>\n
Such focused, one-to-one outreach is extraordinarily effective in attracting repeat customers and sales of high-margin, full-price items.<\/p>\n
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Intelligent product recommendations aren’t limited to preparing for a customer’s future shopping excursions: They can also be used real-time when the customer is in the store.<\/p>\n
Store associates can greet and engage with individual customers, anticipate their needs and function as a trusted advisor.<\/p>\n
Software tools that incorporate machine learning transform mounds of customer data into insightful, targeted and personalized product recommendations. Machine learning digests every page view, every “like” and every purchase.<\/p>\n
The result is increasingly smarter recommendations.<\/p>\n
Clienteling solutions help retailers identify customers’ needs efficiently and quickly, so the shopping experience is ultimately more rewarding.<\/p>\n
Implementing clienteling tools provides retailers and their associates the necessary tools to build long-lasting, profitable and mutually beneficial relationships.<\/p>\n","protected":false},"excerpt":{"rendered":"
A generation ago, people shopped by visiting a retailer, chatting with the salesclerk, browsing and building relationships. An associate would place a call to customers if a new shipment arrived with pieces that were “just perfect” for them. … Continue reading