Clienteling is a sales method trifecta that’s reinvented customer engagement by amalgamating three key ingredients: a thorough client database, superlative service and a memorable customer journey.
Inauthentic encounters are rendered obsolete in the face of analytics, shedding deep insights into consumer behavior and preferences. Inviting creativity and candor, clienteling builds a meaningful relationship between the retailer and the customer.
Clienteling “takes what the best sales people do naturally and standardizes and monitors this across the organization to all stores and sales associates,” according to researchers at RedPrairie. The building blocks of tactical clienteling involves keeping a digital record of meticulous details surrounding customers’ behaviors, past purchases or preferred brands and specifics on personal information including milestone occasions.
Using this foundation alongside customer relationship management and targeted data collected from a variety of channels, retailers’ next step is outreach through personal phone calls or e-mails regarding new items, promotions, sales, wish lists and invitation-only events. This method plays to shoppers’ desire to feel special.
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Allowing your client to feel like an insider or a VIP enhances the bond with the brand. The output is not only customer retention, but also brand loyalty and perhaps even brand evangelism.