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  • Writer's pictureKatie Tame

The Hottest Retail Trend: Clienteling

Updated: 1 day ago


Clienteling began as an in-store feature developed to enhance the customer shopping journey. Digitalization has since witnessed it transform into a strategy that can be employed by a variety of retailers and sales teams who hope to augment their customer’s experience. It is clear that now, more than ever, providing a seamless and convenient service is paramount to creating a successful brand. Businesses wishing to consolidate the retail experience need to provide a clienteling service across all channels, allowing flexibility for both their sales associates and customers.


What is clienteling?


Clienteling has many faces, and in a saturated and fiercely competitive market, it stands as the trademark of success. Originating from the service models of high-end retail experiences, where sales associates knew their customers personally, understood their tastes, preferences, and shopping habits, clienteling has evolved alongside technology to become a key differentiator in the retail sector. This traditional approach has been revolutionized by technological advancement, enabling retailers across all segments to adopt similar strategies at scale. At its core, clienteling these days is all about leveraging detailed customer data to deliver personalized shopping experiences that foster loyalty and drive sales. This strategy integrates data analysis and digital tools to extend the personal touch beyond the store, creating a holistic view of the customer that informs every interaction.


What is clienteling?

Clienteling allows retailers to connect with their consumers in an effective and memorable way, be it in-store, at home, on the phone, or screen to screen. In essence, clienteling integrates sales teams and technology to enhance customer satisfaction and personalize the shopping experience.


Why is clienteling important

Even with digitalization, it is crucial to remember that the relationships between a brand and the customer serve as the foundations for success. Replacing excellent customer service with fast and anonymous transactions does not reward businesses in the long-term. clienteling offers retailers the opportunity to establish meaningful and authentic relationships with their customers, whilst maintaining a seamless checkout experience. Empowering sales associates by providing them with the tools to accomplish this can encourage them to deliver an exceptional and personalized experience.


Driven by Data


Intrinsic value should be placed in customer data, particularly purchase history, to elevate the in-store and online experience for customers. By coordinating these elements, retailers can effectively cater to individual preferences and ensure a more tailored and value-driven experience for all their customers. The use of consumer data helps distinguish clienteling from other forms of customer service (which often is less informed and more transactional). While customer service will always be a crucial component of retail, it's not designed to deliver the same kind of personalized, data-driven customer experiences that clienteling can.


While the size of your store can influence the ease of one-on-one connections, regardless of the scale, striving to deliver top-notch service remains critical. Regardless of the nature of your brand, collecting and utilizing data in some capacity can elevate the level of service you provide, enhancing customer satisfaction.


With consumers swayed by a limitless amount of choice over a number of channels, numerous retailers face challenges in identifying their customer, both before they get to the checkout and after the point of purchase. Equipping sales associates with data and the appropriate customer engagement technology can empower sales teams to provide a seamless and bespoke experience at every point of the sales journey -- this is where clienteling comes in.


The Technology

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 shopper’s 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. Effective clienteling platforms are designed to promote customer satisfaction through the personalization of the shopping journey, should transform the services provided by the sales associates. The foundation of clienteling technology is built upon data, which assembles information based on personal interests, purchase history and customer intelligence. The aim, ultimately, is to amplify value for the consumer. Investing in the right technology can ensure that retailer's are able to focus on building relationships and retaining long-term customers.


Indeed, clienteling technology, inherently, is devised to grow sales and increase retention by maintaining connections. Developing strong, authentic relationships between brands and customers 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 customers will be reinforced. Evaluating the customer’s experience, and constantly searching for new ways to improve upon this is vital for cementing a loyal customer 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. By leveraging transactional and behavioral data, clienteling technology boosts the average order value (AOV) per store visit whilst also creating a comprehensive 360-degree view on the customers. The correct clienteling platform can help the sales associate build a relationship with their customers, bringing them closer to the brand by supplying the information required to blend all channels into one curated approach.


Benefits of Clienteling

Clienteling platforms give brands and sales associates the capacity to revolutionize the sales experience and generate countless opportunities, redefining customer service. Sales associates who leverage clienteling tools will be empowered to deliver authentic experiences before, during and after the sale.


The benefits of clienteling platforms range widely. An effective application should streamline data that may previously have been difficult to collect and keep across one channel. Products, inventories and consumer information may all be stored in the same place, with data insights just a click (or tap) away. Detailed product information that ranges from pricing and promotions to reviews should be on-hand to provide sales associates the means to increase cross-selling opportunities. clienteling gives sales associates the power to establish a rapport with customers, yielding a more direct service that can be administered via multiple channels. Active communication with customers encourages guided selling.


Benefits of clienteling

Sales opportunities and customer 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 customers in a direct and personalized manner. The happier an individual 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 customers.


Clienteling Drives Sales


A strong clienteling platform will drive profitability. Brands can benefit in numerous ways from effective clienteling. It allows sales advisors to improve their customers service experience, ensuring loyalty and retention with existing customers and encouraging prospective sales. A well built clienteling platform plays a vital role in helping sales associates discover, engage, and nurture customer relationships. Not only does this increase sales and brand awareness through purchases, but it equips sales associates with the tools they need to build strong and long-lasting connections. This involves promptly identifying and engaging key consumers, such as dedicated customers, by providing exclusive, personalized experiences and rewards that solidify their loyalty. As a result, these satisfied customers often become brand advocates.


During times of economic instability, clienteling becomes even more crucial in a brand's sales strategy. Attracting and retaining new customers becomes challenging, making exceptional service a pivotal focus for success.


Clienteling Builds Authentic Relationships


Clienteling begins with data, but its ultimate goal is to foster meaningful and personalized interactions. Customers are far more likely to respond positively to human generated texts, calls, or personal emails compared to lackluster automated messages. Creating an environment where your customers feel comfortable seeking advice can sometimes be challenging, but effective clienteling creates a space for trust, driving future purchases and sales.


Authentic personal interactions with a human touch engages the customer and is crucial to relationship building. Automated and poorly thought-out messages from brands can be off-putting and ineffective. While well-designed emails have their place, the power of building a genuine connection and addressing individual needs cannot be underestimated. To achieve this level of intimacy for each customer, relevant data must be readily available to the sales associate.


The importance of building these personal relationships becomes evident in how customers perceive your brand. When they have a specific product need, and a brand is known to stock it (and the sales associate makes them aware of when it is in stock), the store becomes their top and exclusive choice. This exemplifies the power of forging strong personal bonds with customers.Building a community through investing in relationships between customers and sales associates is central to driving brand awareness. If consumers feel a direct and personal connection to the brand, they are more likely to purchase and provide positive feedback.


Clienteling is Personal

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 more retail brands move towards omnichannel sales, associates have more scope than ever to offer a curated experience to all their customers. clienteling tools utilize data from customers to build and maintain a portfolio, giving sales advisors the means to craft a personalized shopping journey.


A personalized sales journey can be crafted based on customer data, and clienteling tools are harnessed to refine the experience. These tools allow sales advisors to offer consumers 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.


Clienteling Drives Repeat Business and Reach


The digital nature of most clienteling platforms means it is easier for sales associates to increase their customer base whilst still being reachable and connected.The establishment of strong customer relationships can decidedly impact loyalty and repeat interest in your brand. By providing a retail journey that sets you apart from competitors, customers are more likely to view your store as their go-to destination. This curated approach – treating customers as close, long-term friends – fosters a sense of trust and connection that lingers even before they set foot in your store.


The advantage of cultivating strong customer relationships lies in fostering loyalty, thereby motivating them to become repeat visitors to your store. Demonstrating a genuine interest in your customers becomes crucial here, as this authentic approach fosters a sense of connection and trust.


While competitive pricing, regular promotions, and a diverse product range certainly play their part in garnering customer loyalty and word-of-mouth promotion, the argument can be made that offering a highly-personalized service holds even greater significance for customers. Tailoring experiences to their individual needs and preferences leaves a lasting impression and turns an experience into a memory.


Clienteling Empowers Sales Teams


By implementing clienteling technology in your business, you empower your sales associates with enhanced knowledge, enabling them to deliver a curated shopping experience to customers. This goes beyond simply understanding customer needs; sales associates have a new space in which they can familiarize themselves with an array of products that can meet the specific requirements of their customers. This approach aligns closely with the concept of upselling, where your staff can proactively anticipate customer preferences instead of merely reacting to them. Equipping your sales team with comprehensive insights through clienteling ensures they can offer a tailored and informed shopping experience to each customer.


Clienteling Paves Way For Selling


Incorporating clienteling practices not only enhances the customer experience but also proves advantageous from a business standpoint by maximizing sales opportunities. The balance between personalized service and genuine consideration for customers’ interests contributes to a mutually beneficial relationship between your sales associates and its clientele. The benefits stretch beyond providing a highly-personalized shopping experience for customers; this also offers considerable financial benefits for your brand. By gathering data on preferences, behaviors, and purchase history, the opportunity to upsell and cross-sell arises. It is essential to approach upselling with care and integrity. customer data is not there to be abused – and should not involve pressuring customers to buy more than they intended. Instead, it is about presenting them with relevant options and helping them find the best solution to their needs or problems.


Introducing BSPK


BSPK exemplifies how technology can facilitate effective clienteling. As a solution built specifically for sales associates, it enables seamless access to customer data, supports communication across channels, and helps associates manage their customer interactions more efficiently. BSPK integrates directly with existing retail systems, pulling in rich data that include not only transactional history but also customer preferences and social interactions. This allows sales associates to offer a highly personalized shopping experience that anticipates the customer’s desires.


With BSPK, sales associates are able to drive engagement and sales through the use of clienteling. Indeed, over $500 million has already been generated in sales by BSPK, demonstrating the significant return of investment. Customer information is easily accessible, and having this information on hand encourages a positive impression for the customer and allows the sales associate the position to be part of the retail journey at multiple stages. The associate can produce wish lists, purchase history, outstanding orders and reward schemes all at the customers behest.


It is important to understand what elements of clienteling tools make them useful. We've compiled a list of our favorite functions of clienteling tools that every sales associate should have access to:

Key features of BSPK Clienteling
BSPK Clienteling Solution

 Key Features of BSPK


●  Integrated data insights and real time access: A unified and cohesive format for all your customers data in one place that provides a singular view of each customer. This allows sales associates to recognize their customers needs and curate an experience based around past history, anytime, anyplace.


●  Multi-channel engagement: Integrating digital and physical touch points across multiple channels is an essential part of clienteling services. This enables sales associates to have a greater reach and is a convenient option for customers.


●  Accessible user experience: Effective clienteling applications should be easily accessible to sales associates without the need for excessive training or convoluted processes. A tool that is advanced but easy to use means that sales associates can provide the best service anytime, anyplace.


●  Manageable integration: Providing excellent customer service aligns with all other aspects of retail business. A good clienteling platform does not compromise on other aspects of the business, but allows sales associates to integrate personalization into current systems and processes.


●  Appointment Scheduling: BSPK includes features for booking appointments, making it easy for customers to receive personalized attention at their convenience.


Customer experiences can be enhanced through the use of effective clienteling platforms. The aim of BSPK is to provide sales associates with the solution to craft a value-driven journey, tailored to the individual. Through empowering sales associates with the appropriate technology, BSPK helps brands yield results that are success driven. The clienteling solution demonstrates success across all enterprises: brands with an average of 115 stores generated a 17,342% ROI, with $98.9 million. Equally, brands with 20 stores saw a 2740% ROI with $6 million, and those with around 7 stores generated 6025% ROI.


This data demonstrates how BSPK works to keep sales associates and their customers engaged, inquisitive and confident in the brand.


The Future of Clienteling


Looking forward, the practice of clienteling is set to become even more sophisticated with advancements in AI and machine learning. These technologies will enable even deeper personalization by predicting future customer behaviors with greater accuracy. As retail continues to evolve, the ability to deliver a personalized customer experience through clienteling will be a critical factor in achieving competitive advantage.


As more retailers are shifting toward new ways of retention and engagement, it is vital to reconsider how we can re-engage customers. The physical and digital worlds continue to blend, consumers are craving authentic and exclusive experiences beyond the products and services they buy more than ever.


To harness the digital experience to their advantage, sales associates should be available on multiple platforms for customer communication. Brands have the opportunity to mobilize their sales advisors to communicate with the customers online and keep a channel of communication open between the customer and the brand. Through this proactive approach (clienteling), advisors can recommend items they know suit their customers interests, send them videos of products, give personalized recommendations and provide online appointments from anywhere, anytime. BSPK’s clienteling solution uses omnichannel insights and the power of human connection to create a standout customer experience that maximizes associate productivity and consistency.


Establishing authentic relationships using the BSPK solution enables sales associates to remain relevant in the digital era. As the consumer mind-set shifts towards mass media, brands need to harness all channels to retain customers and stay competitive. BSPK is the top rated clienteling solution because of its ease of use and its high adoption rate.


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