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Aligning Fashion Brands with the New Consumer Journey: Clienteling as an Enabler

Wed, Apr 15, 2015

adapt to the demands of the connected consumer

It’s a common occurrence. You find something you like from your favorite fashion retailer online, but you really want to see it in person and maybe try it on before committing to a purchase. So you travel to the nearest store only to find that they’re out of stock. What do you do? You leave the store, empty handed and disappointed. As a result, you might even check out a competitive brand to see if they have something you want instead.

All too often fashion brands fall victim to this reactive method of clienteling, which frequently results in lost sales and diminished brand loyalty. Today, fashion retailers need to adapt to the new buying journey of the consumer by providing a 24/7 experience and anticipating and guiding consumers’ needs. How?

Imagine the same scenario above, only as you approach your favorite store you receive a notification on your phone with a coupon for their newest fashion line. You enter the store and show the coupon to the sales associate who has immediate access to all product information and availability. She confirms that your desired item is in stock and, since the associate also has access to your purchase history, is able to make additional product recommendations that will compliment your selection - all with a personalized offer that makes buying multiple items very attractive. This is the new omnichannel fashion experience.


According to a recent article in FierceRetail, “The use of in-store technology will continue to rapidly change the retail landscape this year, from creating personalized offers using store-based beacons, to outfitting store employees with tablets for product information and checkout abilities.”  The new age of fashion clienteling starts with fashion retailers embracing novel ways to engage with their consumers. Gadgets like iBeacons, for example, that send push notifications to consumers when they’re in proximity of stores can help lure shoppers inside and increase the likelihood of impulse buys. Empowering your retail store associates with a mobile clienteling solution will help them engage with the customers in a more informed and relevant manner.

Technology is also enabling fashion clienteling to become more predictive in nature. By developing a 360 degree view of the customer with information on preferences, past purchase history and social media activity, fashion brands can develop highly personalized experiences to their customers. 

Providing a unique and personalized experience like the one outlined above is proven to generate repeat sales and help build and maintain a loyal customer base while targeted outreach with customized offers will help attract new customers.