clienteling is the art of connecting store associates with customer data

How can Clienteling help brands connect with customers?

November 26, 2020 | IN Blog, Clienteling, Retailclienteling, engagement, retail, sales associates, stores | BY Lucy Heard

What does clienteling mean?

As explained by one of our clients, David Jones, clienteling is the art of connecting store associates with customer data to provide customers with a highly elevated, personalised experience. It is a technique used to establish long-term relationships with customers based on data about their preferences, behaviours and purchases. This elevated experience builds customer trust,  drives loyalty and ultimately increases sales. A clienteling tool is a solution that provides the technology to help achieve the connection between store associates and customer data. 

Clienteling relationship nurture

What is the difference between customer service and clienteling?

Customer service is an umbrella term for all communications that occur between a retailer and their customers. Clienteling, however, is a subsection of customer service which revolves entirely around building strong relationships between customers and a few selected sales associates per customer. 

What can clienteling provide customers?

Despite the increase in popularity of online shopping, 85% of consumers still prefer to shop in brick-and-mortar stores. Clienteling provides businesses with the tools to keep track of purchases, giving store associates the ability to identify loyal customers as well as their shopping preferences. Store associates are then able to provide a more targeted service. 

Who uses clienteling?

Clienteling tools also encourage sales associates to communicate with their clients more often, also making it easier to increase transaction value and basket size. ‘Mobility solutions provide instant access to all customer, product, and inventory information. Additionally, they improve task management and collaboration, customer insights, product insights, and the ability to transact, resulting in improved assisted selling and a better in-store experience.’ Simply put, clienteling gives sales associates an easy way of keeping track of their clients and behaviours, as well as a sleek, innovative, multi platform shopping experience. 

How can clienteling help with reduced footfall caused by COVID-19?

Our clienteling platform is a perfect example of how sales associates can continue to reach out and nurture their relationships with their clients, even without face to face engagement. Our target KPI’s see 50% open rate, 15%-20% response rates and 15% conversion rates. Our open and response rates have increased due the fact that there was less opportunity for customers to shop in-store throughout the year.Engagement Rate clienteling statsAdditionally, since introducing Appointment Booking to combat the lack of open stores, our clients have seen some fantastic metrics.

Appointment Booking Clienteling Stats

Does introducing clienteling uplift sales?

As well as drastically increasing the level of engagement between a brand, via their associates, and the customer, clienteling has a direct impact on brand sales where we see an average of between5 and 10% increase once clienteling is introduced. Other sales metrics we’ve measured include a 30% increase average transaction value (ATV) and the average number of days to repurchase drop to between 7-9 days on average.