Clienteling best practices: 5 Do’s and Don'ts for your retail strategy
In today’s dynamic landscape, the significance of
clienteling is escalating for omnichannel retail businesses. Why, you ask?
Well, as customer shopping needs and habits evolve, embracing contemporary
practices, such as clienteling, emerges as a key strategy to consistently
provide exceptional service across various touchpoints. We've extensively
covered clienteling, delving into its fundamentals, but today, let's break it
into 5 best practices and 5 practices to be avoided.
Top 5 Practices
In the world of clienteling, one golden rule stands out: always address customers by their names. Without this basic knowledge, your clienteling efforts may fall short. In the pre-clienteling era, maintaining a broad customer reach while building personal relationships posed challenges. However, tools like iPPOS with dynamic fields now simplify reaching a wide customer base without sacrificing the personal connection inherent in using a customer's name.
2. Make research your best friend
Prioritize knowledge before engagement. Before reaching out, be informed about the purchase history or preferences of the customer. Although some details might not be completely relevant, having this information serves as a valuable resource for future interactions. Keep in mind that every outreach should feel purposeful and provide the customer with value.
3. Embrace Collaboration
In a multi-store reality, coordination is key. Customers may interact with representatives in different locations, making synchronized communication vital. iPPOS, through its digital agenda, simplifies this ensuring a seamless and informed clienteling approach.
4. Craft tailored sales experiences
Surprisingly, only 39% of retailers customize product recommendations in emails, yet a substantial 77% of consumers favor and prefer brands that offer personalized services. Leverage your insider knowledge from in-store sales to provide a clienteling experience that sets your brand apart. The unique insights gathered from the brick-and-mortar stores can create astonishing personalized interactions that outshine generic marketing efforts.
5. Be easily accessible to your customers
As the omnichannel approach gets solidified, customer frustration can come from being redirected to different representatives based on their needs. The uncertainty of encountering various customer success representatives or meeting new faces at the store can be disconcerting. Embedding a direct phone or email contact in your clienteling strategy instills confidence in customers. This not only enhances the likelihood of repeat purchases but also ensures that they turn to you for all their needs.
1. Stop thinking in channels
In the era before e-commerce arose, salespeople closely monitored customer purchases. However, until the latest omnichannel sales tracking tools came to the foreground, some associates clung to encouraging in-store purchases for recognition. The emphasis should shift towards encouraging sales no matter the location or channel. Do not let attribution obstruct the path to closing a sale.
2. Don’t be very salesly
Maintain a balanced approach in your outreach, encompassing expressions of gratitude, promotions, and recommendations. A successful clienteling strategy thrives on relationship-building rather than a relentless focus on pushing products. If your customer has recently traveled, ask them about their experience. The essence of good clienteling lies in fostering connections, not just pushing merchandise.
3. Don’t be shy
Stop correlating quietness with disinterest. Not all of your customers have the same personality. Extend a friendly hand by reaching out to first-time buyers or visitors, introducing yourself. Some customers prefer to acquaint themselves with a brand through personal interactions. With a reliable mobile CRM, discovering those who would benefit from individual attention becomes more efficient than relying solely on recognizable faces.
4. Don’t lose track
When engaging with customers, being consistent in communication is paramount. It's a missed opportunity and a poor customer experience if they respond to your message only to encounter silence. Stay alert in your communication efforts. Platforms like iPPOS offer a mobile experience, ensuring your clienteling efforts remain seamless even on the go, preventing any oversight.
5. Avoid Competition
Inappropriate customer service because the assigned representative wasn’t present and the rest of the team was scared to take on is not an uncommon story for those who have delved into the retail industry. This competitive approach fosters unnecessary workplace tension and compromises customer service. Embrace the idea that your store team and teams across different locations may share customers. This collaborative approach ensures exceptional service for the customer and keeps everyone updated on preferences and needs.
Clienteling embodies both art and science. While data should
steer decisions and content, soft skills such as relationship-building, tact,
and effective sales closing are equally crucial. Creating awareness for your
brand's clienteling strategy instills confidence in your team, empowering them
to execute on a larger scale.