Fashion Clienteling – whether its providing a unique shopping experience or enriching the brand-customer relationship, clienteling promises to deliver real business value and attract a loyal army of followers. As a fashion retailer, it can certainly be challenging to sift through many solutions available and choose the right one to help you build a foundation for repeat business.
But what underpins it all is the human element to the sales relationship. It’s the fundamental link between your brand and your customers, which is why it is important for you to reinforce best practices in sales associates. Empowering sales associates with consumer insights to personalize the customer experience will help you increase your top-line revenue, reduce out-of-stocks, improve customer satisfaction and increase your customer lifetime value.
So, we've identified five factors (with one additional bonus point) you should consider when evaluating a clienteling solution:
1. Is it a “true” Clienteling solution?
As opposed to simply “tacking on” an extension to a POS system, retailers that leverage a robust foundation that digitally enables associates to gather and receive information and browse available products will empower those associates to build a more personal relationship with their customers, resulting in increased brand loyalty.
2. Does it integrate with my existing infrastructure?
A successful Clienteling initiative requires integration of back-office technologies across all channels – including retail order management systems, POS, e-commerce, ERP and retail mainframe systems. Without this capability retailers will be paralyzed, unable to implement the simplest of activities such as in-store pick-ups for online orders.
3. Does it factor in multiple consumer touch points?
A 360° view of the customer is critical and requires accessibility to real-time purchase and behavioral information across multiple touch points. When this information is held in a cross-channel CRM or data hub, this single view can be utilized to develop powerfully customized one-to-one marketing programs.
4. Does it offer contextual insights and promotional capabilities?
A robust Clienteling solution will provide proactive tools that allow engagement with customers in the right way at the right time. Access to a customer’s purchase history combined with their social engagement data will allow fashion retailers to personalize outreach as well as in-store recommendations.
5. Will it provide fashion/retail-specific KPIs?
No one knows your business better than you, but it’s critical for fashion retailers to partner with a solution provider that understands the unique requirements and demands of the industry and can readily illustrate the key performance indicators that can make the difference between breaking even and breaking out ahead of the competition.
Bonus Point: Does it get my customer-centric pricing right?
In the digitally enabled world of today, advancing and improving a best suited pricing and promotional strategy is a must. When a customer intelligence engine that relies on predictive insights to understand purchasing behavior is used, you can give customers what they want, when they want it, at a convenient price.