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  • Writer's pictureKatie Tame

The Importance of Clienteling Culture

Updated: Apr 23

The crux of successful client engagement pivots, undeniably, on the human element. While technological advancements continue to shape the world we live in, the impact of these tools is intertwined with the skill of those who utilize them—retail associates. Adapting to a tumultuous climate, marked by tight labor markets and high turnovers, brands face the challenge of appropriately equipping and training their employees to offer memorable and value-driven client experiences. Not only is the emphasis on positioning of sophisticated clienteling technologies to gain maximum impact, but also in the strategic preparation and empowerment of retail associates for delivering a next-level retail journey.

Empowering sales teams and associates to play a more meaningful role in client engagement can poise as a powerful retention strategy. By deliberately removing routine tasks, employees gain the bandwidth to invest more time on the sales floor, engaging with clients in a more profound and meaningful way. This shift not only optimizes the human element in sales, but also transforms the nature of the role, making the job more engaging and fulfilling for associates. It is essential to acknowledge the complexity of the modern retail environment and outline the importance of cultivating a workforce capable of navigating challenges in the most effective way.

In the pursuit of optimizing client interactions, many brands have turned to Artificial Intelligence (AI) as a solution. However, it is essential not to become over reliant on this technology. While AI and chatbots can efficiently handle routine inquiries, such as hours of operation or return policies, their indiscriminate use can risk alienating clients who seek a more personalized and human touch. Strategic integration of AI, rather than wholesale dependence, becomes key - the goal is not to replace the human element, but to enhance it.

BSPK Success Program
When clienteling with BSPK, take part in our Success Program which helps you prepare your full clienteling strategy.

Cultivating a culture around clienteling is crucial when transforming the nature of sales from transactional to cyclical. Clienteling solutions like BSPK empower sales teams with capabilities beyond in-store interactions. Associates can seamlessly access real-time inventory data, delve into a client’s purchase history, and, with the infusion of technology, provide intelligent and personalized recommendations. This convergence of human expertise and technological capability not only elevates the client experience, but also underscores the symbiotic relationship between employees and technology. The successful deployment of clienteling systems and technology necessitates robust training programs for sales teams. Comprehensive training ensures that associates are not only familiar with the technical aspects of the platform but are also adept at utilizing these tools to enhance client interactions. Creating incentives for sales teams helps keep motivation and morale high and gives a more tangible sense of hard work paying off.

Employee incentives, traditionally associated with monetary rewards, have evolved to encompass a broader spectrum. While commission remain important, a shift towards fostering a culture of success is gaining traction amongst many brands. This shift acknowledges that sales associates’ motivation goes beyond financial gain and extends towards creating an environment where success is celebrated, and continuous improvement is encouraged.

BSPK Success Program
BSPK Success Program, we help you with your clienteling strategy - clienteling culture included

An integral aspect of a successful clienteling culture is the creation of a community among associates. This community not only shares knowledge but also serves as a platform for recognition and collaboration. Associates are viewed as ambassadors of the brand, empowered to share their expertise through demos, tutorials, and recommendations on various channels, including social media. In this community, success is not measured solely in terms of sales figures, but also in the ability to effectively communicate, train, and motivate employees. The effectiveness of clienteling initiatives depends on creating a feedback loop, tracking their impact on client satisfaction, and recognizing and supporting the stores that excel while providing additional training for those that lag behind.

The scope of a clienteling culture extends beyond the physical store. Successful brands recognize the need for a seamless clienteling experience across diverse platforms, including websites, apps, and social media. This necessitates a cohesive strategy that incorporates sequenced storytelling, in-person expert advice, and personalized, data-driven recommendations.

In an omnichannel environment, whereby clients seamlessly transition between online and offline platforms, maintaining consistency in the clienteling experience is fundamental. The integration of technology becomes a means to facilitate this consistency, allowing associates to access and leverage client data across various touchpoints. Whilst technology offers the opportunity for mass clienteling, successful use of such initiatives recognizes the importance of business systems. This concept emphasizes the harmonious merger of people with new technology. The acknowledgment here is that AI, while powerful, cannot replace the nuanced understanding, empathy, and adaptability that human employees bring to the table. A quality labor force, adequately trained and empowered, becomes the center of success for any brand. It's not just about deploying cutting-edge technology but ensuring that employees possess the skills and mindset to seamlessly integrate these tools into their client interactions and build relationships from those start points.

The success of sales associates in today's retail environment hinges on their ability to cultivate and nurture communities of clients who are not just buyers but loyal advocates of the brand.

Here are five high-payoff activities in to cultivate a clienteling culture:

5 high payoff activities to cultivate a clienteling culture

Step 1 – User-friendly Simplicity is the starting point. Provide sales teams with email templates that can be easily customized for a more personal touch with clients. This not only streamlines communication but also sets the stage for more personalized interactions.

Step 2 – Accessibility The fear of failure often serves as a significant roadblock to adopting new habits. Sales teams are encouraged to focus on participation initially, emphasizing that perfection is not the immediate goal. The aim is to remove obstacles and create a comfortable environment for embracing new behaviors.

Step 3 – Make it the Norm Resistance to change can be changed with practice and familiarity. To counter this, sales associates are encouraged to frame their new activities as normal practice, especially regarding communication and relationship building. Drawing parallels with relatable scenarios, such as receiving a call or email about a special event from a store where one purchases golf equipment, helps in normalizing the envisioned behavior.

Step 4 - Rewards

Acknowledging that results may take time, short-term rewards should be introduced to provide gratification and show appreciation for hard work. This could involve participation points and tangible tokens of appreciation, to reinforce positive behavior. Simultaneously, the focus remains on the long-term rewards that clienteling behavior brings to both the sales associate and the client.

Step 5 – Have Fun

Celebrating small victories becomes integral to the process. Sales teams are encouraged to derive enjoyment from the journey, reinforcing positive behavior immediately with fun incentives. This element of fun not only makes the process more enjoyable but also serves as a constant motivator to reach targets and push growth.


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