Clienteling involves forming personal relationships with clients based on their habits and preferences. For retailers, clienteling is a business process which identifies, nurtures and protects their most valuable clients, resulting in increased customer satisfaction and brand loyalty, that provides a significant impact on overall profit.
Clienteling is also a way to optimise in-store customer experience to boost point of sale transactions while the valued customer is still in the store, before they feel compelled to leave and seek out better service or comparable pricing.
OST Clienteling provides the technology tools to establish a one-to-one relationship with premium customers that is highly personalised in product, service and outreach. It has a highly visual and informative mobile customer solution for sales associates, and the front end information can also be shared with the customer.
The OST Clienteling Tool provides a single unified view of customer details, which allows the sales staff to access customer profiles, purchase history, recommendations, and social media profiles in an integrated way. This tool integrates and analyses information from CRM, POS and Merchandising data bases.
Clienteling is all about focused selling and service efforts and ensuring that sales staff know who the high value customers are. By integrating information from social media, online shopping, and in-store transactions, it is possible to build a complete, dynamic profile of every shopper, with real-time insight into their behaviour. Tracking sales, returns, lost sales opportunities and even products or services the customer was interested in but did not purchase, is valuable information for future sales activity. By combining a purchase history with targeted personal information, it’s possible to create a customer profile with which accurate product recommendations can be made.
Besides providing a personalised customer experience, clienteling includes: relevant and timely follow-up with the customer; integrated monitoring and measurement; and providing clienteling targets for sales staff and measure performance against targets.
The mere presence of a customer in the vicinity of the store can either alert staff that a valued customer is approaching the store, or trigger the clienteling application to establish a connection directly with that customer. It can then intelligently send recommendations and offers, suiting predefined parameters. These parameters are driven by the purchase pattern, social activity and web activity of a customer.
Instant Access to Customer History
Floor staff have instant access to a customer’s purchase history, in real time, allowing staff to personalise the sales interaction and nurture a more intimate customer relationship. They can view all customer details and behaviour, including wishlists, sales history, recency, frequency and value, while face-to-face with the customer. They can check which marketing campaigns have been sent to the customer and which they responded to.
Personalised Customer Relationship
Clienteling can provide the retailer with the intimate buying pattern of a valued customer. With this knowledge a retailer can offer this customer confidential service across all the customer’s relationship purchases, both business and private. The customer can have confidence that purchases can be siloed and privacy is ensured.
Social Media Integration
By integrating social media data from such services as Facebook, Twitter, customer’s posts, likes and tweets, sales staff gain great insight on customer purchase preferences and spending. With this knowledge they can easily identify additional selling opportunities and upsell and cross sell products quickly.
Collect Valuable Data
While attending the customer, staff can add notes to capture additional customer information such as preferences, contact information, lifestyle information, wish lists and more, for that personal touch in the future.
Access Product Information
Sales staff gain instant access to detailed product information and inventory levels so that they never have to leave a customer’s side.
Clienteling recognises the need to continually foster the customer relationship by sending thank you e-mails or letters, confirming deliveries, following up on replenishment items etc.
Store managers have access to real-time sales floor analytics that provide insight into staff performance, app utilisation and overall impact.
Clienteling enables retailers to provide exceptional customer service and an extraordinary shopping experience to their most valued customers. It helps build closer customer relationships and increase revenue opportunities, improves customer retention, provides a single unified customer view and empowers store staff to provide personal service to customers. Benefits include:
Enhanced Brand Loyalty
Retailers can empower their salesforce to build customer loyalty, and strengthen relationships by providing better customer service through one-on-one selling both in-store and through the web and mobile. In short, clienteling builds and nurtures profitable customer relationships by providing a personalised and memorable shopping experience across all touch points, in and outside the buying cycle.
Improve Customer Retention
Clienteling creates a more intimate relationship with shoppers resulting in increased sales and improved customer satisfaction. It increases retention of the most valued customers by understanding their needs and wants through social media activities. It allows you to shape your personal follow-up from the sales staff, or on mobile devices.
Valued customers that are provided exceptional customer service from a retailer will automatically share this experience with their peers. It enhances their own self-esteem to be able to share this elite benefit.
Tracking Buying Patterns improves Merchandising Pipeline
By tracking a valued customer’s buying patterns a retailer can gain business intelligence on types of products required, including sizes, colours and styles, all of which is important prediction for the supply chain – matching the customer’s future desires to the merchandising pipeline. Sales opportunities become more visible and the supply chain more efficient when high valued customer information is detailed and preferences and buying history is available.
Confidence in Outreach Activity
In addition, by knowing the customer’s preferences and buying patterns, a retailer can be outreach proactive by checking stock and contacting the customer with information and offers on their probable desired items.
Sell More and Boost Margins
Improve stock movement and achieve higher margins with intelligent cross-selling and up-selling and customer-centric features including wish lists, outreach tasks and more. Customer’s buying history, social likes and wish lists provide future ‘wanted’ engagement opportunities.
It assists the floor staff to sell more with the detailed customer information, such as purchase history, virtual closet, social media profiles, etc., available in the system.
Employ Best Practices
Clienteling can empower every sales person to provide outstanding service, with a true 360 degree view of customers' behaviours across all channels in an accessible, cross-platform clienteling solution.
In addition, it improves manager visibility into the performance of staff.
Clienteling can also encompass the services of a retail concierge to deliver a unique personal service to those most prestigious customers. A personal concierge can contact a customer with appropriate new items, or follow up orders, queries and concerns from the customer.
Luxury retailers, where customer service is paramount, will ensure that the personal retail concierge has access to the store after hours to provide an exclusive product showing, or be able to collect desired items to be immediately delivered to the customer. In return, the stores gain new customers and foster deeper loyalty in their current ones. It is another way for retailers to set themselves apart in a world where even the best stores often carry similar brands.
However, similar to a concierge in a hotel, a retail concierge will usually assist any passer-by that fronts up to the concierge desk. Thus, this service is normally activated by an inbound request (whereas clienteling is focussed on an outbound approach with the retailer contacting the customer with tailored, wanted information). By its nature, clienteling is dedicated to the elite, high valued customers, while the retail concierge service is designed for a wider audience base. In addition, the retail concierge service can be delivered via a self-service model for large numbers of shoppers, i.e., product availability and location through a mobile app. Clienteling differentiates itself by providing a distinct personalised service via a one-on-one relationship.