The Buzzword You Need To Incorporate Into Your Selling Strategy
Posted: November 27, 2018
“Clienteling”—This term has evolved from the process one would go through when working with customers or clientele to describing initiatives or programs (manual or software-based) that focus on these activities. Basically, it’s how to better serve your customers by concentrating on highly personalized service established over time through a learning relationship.
The three things clienteling entails are:
- Access to information to help the customer while they’re in the store.
- Profiling a customer—likes, preferences, wish lists, etc.
- Personalized communication with the customer (outreach like emails, texts, etc.)
Anthony Paul, Marketing Manager at Yes Lifecycle Marketing, notes, ““From our research, we found that retailers are struggling, overwhelmingly so, with two major business challenges: differentiating themselves from their competition and identifying and understanding who their best customers are.”
This company’s study found that across retail sectors, stores are not sufficiently tracking clientele and so aren’t able to provide sales associates with the personalized data that helps initiate and close a transaction. With consumers navigating between mobile, Web and shopping in-store, and brands able to gather more information than ever before about frequent shoppers, properly cataloguing clientele has become a way to provide the best possible customer service and showcase a great branded experience.
First, managing and maintaining your database is crucial. If you don’t know what your customer wants or is buying, you can’t effectively begin the clientele process. Each time a customer comes into the store and makes a purchase, that information should be recorded into your database. Many POS systems have a database management program built in.
Integrate your clients into your sales efforts. Customers want to feel unique, special and appreciated—like an insider. If they’re one of your best customers, treat them that way. If your store is running a promotion on a particular brand, you can search your database to find who has purchased that brand from you in the past year. Then call those customers to give them a heads up—that you wanted to let them know before everyone else.
If you’re having a sale, go back to your database. Find the top 50 customers who have spent the most money in your store, call them and alert them to the fact that you’re having a special sale and invite them a day early, so they get to pick the cream of the crop – before everyone else.
Take your clients’ lead. Your customers may want to be in the know, but don’t want to be hammered with communications. Watch for the signs. Your customers will let you know whether or not they’re being overloaded by your communications…if they are, ease up. They’ll respect that and you for paying attention to their wishes.
A CRM (Customer Relationship Management) solution that gathers and consolidates customer interactions across all digital and physical channels empowers store associates. By using tablets and other devices, they can access an individual customer’s transactional history, the online profile the customer may have created on the store’s website, and any product ratings and reviews the customer may have submitted.
In this way, store associates also have real-time access to a customer’s personal information such as their birthday, anniversary dates, and specific demographics. This rich data equates more to a customer’s online shopping experience. Retailers can use clienteling to combat declining store sales and showrooming shoppers who use mobile devices to browse competing products and prices.
By combining customer data, CRM and mobile technologies, retailers can get a clear picture of their customers and deliver the appropriate personalized services those customers seek.
By leveraging all this information, retailers can create a more personalized in-store experience, engaging their customers and increase customer loyalty.