Retail clienteling is the practice of building relationships with customers to provide them with a personalized shopping experience. The goal of clienteling is to turn one-time shoppers into lifelong, loyal customers. With the rise of ecommerce, brick-and-mortar retailers need to focus more on service and connections to stand out against online retailers.
The foundation of a good clienteling program is gathering data about customers. Retail employees are able to collect information on customers’ contact details, brand preferences, sizes, birthdays, purchase history, and more. This data allows salespeople to provide recommendations tailored specifically to that customer.
There are a few key strategies retailers use to implement clienteling:
- Equipping store staff with clienteling technology – This can include customer relationship management (retail CRM) systems, clienteling apps on mobile devices, and clienteling software that allows staff to access customer data. This technology helps employees customize services wherever they engage with shoppers in the store.
- Educational courses on relationship-building skills – Successful clienteling requires salespeople to hone their communication abilities to foster real connections with customers. Investing in educational events lets employees improve their listening, questioning, and styling skills.
- Reward programs that promote clienteling – To motivate employees to focus on relationship-building, retailers can implement bonus structures that reward actions related to clienteling. This includes logging shopper details, making personalized recommendations, gaining access to emails and phone numbers for follow-up, and driving repeat purchases.
The benefits of clienteling for retailers are:
- Increased customer lifetime value – By transforming one-time shoppers into loyal, repeat customers, retailers increase the long-term value acquired from each client.
- Improved customer retention – Clienteling fosters real connections between sales associates and shoppers, making customers more likely to return to the same store and employee for future purchases.
- Higher sales and conversion rates – The personalized service and relevant product recommendations provided through clienteling make customers more likely to make purchases and splurge on premium products.
- Enhanced brand loyalty – Customers who feel recognized and special when they receive customized assistance often develop an emotional connection with the retailer.
The hands-on, VIP treatment customers receive through clienteling programs cannot be replicated by online stores. As the retail landscape evolves, clienteling will only increase in importance for traditional brick-and-mortar retailers. Investing in clienteling strategies and training helps retailers provide exceptional in-store experiences that build lasting shopper loyalty in the digital age.