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  • Writer's pictureKatie Tame

Changing the game: Clienteling as a solution for retailers

Updated: Apr 23

As we embark on a new era of digital retail, it is important to remember that the relationships between a brand and the client are the foundations of success. Replacing excellent customer service with fast transactions does not reward businesses in the long-term. Clienteling offers retailers the opportunity to establish meaningful and authentic relationships with their clients, whilst maintaining a seamless checkout experience. Empowering sales advisors by providing them with the tools to accomplish this can encourage them to deliver an exceptional and personalized experience. As the consumer market is becoming increasingly experience driven, the importance of personalization is becoming more evident. Effective clienteling presents brands with limitless opportunities, and as retail moves into the online domain, brands have more scope than ever to offer a tailored experience to all their clients. Clienteling tools utilize data from clients to build and maintain a portfolio, giving sales advisors the means to craft a personalized shopping journey.

Brands can benefit in numerous ways from effective clienteling. It allows sales advisors to improve their customers sales experience, ensuring loyalty and retention with existing clients and encouraging prospective sales. A personalized sales journey can be crafted based on client data, and clienteling tools are harnessed to refine the experience. These tools allow sales advisors to offer client the products most suited to them, check when items are back in stock and easily find answers to any questions. Preferences can be stored and evaluated, offering invaluable insights to the sales advisors. Consequently, brands are able to produce a more selective experience that is specific to the individual.

BSPK clienteling app

E-commerce is dominating the retail market, but it is also salient to remain aware of the importance of the physical store. Sales advisors can still render the use of clienteling technology to provide excellent service in person. Insights from data collection enables sales opportunities in person, as the sales advisor has direct access to the clients information. The use of mobile clienteling applications facilitate sales by providing the sales advisors with all the data needed to deliver a well informed and sophisticated service. This data can be stored and built upon from the in-person interactions, allowing for future endeavors, regardless of the channel, to be more seamless.

Clienteling technology, inherently, is devised to grow sales and increase retention by maintaining connections. Developing strong, authentic relationships between brands and clients is key to growth, and businesses that employ the use of clienteling will witness a steady rise in sales. Dynamic strategies applied by sales advisors ensure that these relationships with clients will be reinforced. Evaluating the client's experience, and constantly searching for new ways to improve upon this is vital for cementing a loyal client base and growing strong relationships. These relationships play a pivotal role in the way consumers view brands and products, and when properly addressed, can have a substantially positive impact on a brands public image. Successful use of clienteling empowers customers to become brand advocates, propelling the reputation of the brand and its products further.

Sales opportunities and client satisfaction are mutually linked to brand success. A positive customer experience in turn prompts a return visit and purchase. Brands that utilize clienteling technology will benefit from engaging more clients in a direct and personalized manner. The happier a client is with their interaction, the more likely they are to return, or recommend the experience to a friend. The resultant sales can be directly linked to improve relationships between businesses and clients.

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