Clienteling

Eduardon

Clienteling is a technique used by retail sales associates to establish long-term relationships with customers based on their preferences, behaviors and purchases. [1] Clienteling is Intended to guide Associates to Provide Informed and more personal customer service [2] That May influences customer behavior related to shopping frequency, lift in average transaction value, and other retail key performance indicators. [3] From the customer’s perspective, customereling “could add a layer of personal touch” [4] to the shopping experience.

Clienteling software

While at its core, clienteling is a technique commonly used to describe the relationship between software and customer support. [5] Software-based clienteling has been said to have the advantage of collecting data about clients across different channels. [6] Clienteling software may also provide digital tools on mobile devices or fixed workstations. [7] [8] While sales history is collected in customer relationship management(CRM) platforms can provide some insight into a customer’s tendencies, this insight can be increased by data collected by an associate working with a customer, who can improve the customer profile through each face-to-face interaction. [9] This information can be used to further personalize future interactions. [10] [11] Capabilities such as ratings, wish lists , preferences , alerts , and purchase history are sometimes used to enable associates to enhance customer experience and business history. [2] [12]Clienteling can also be used to reduce the cost of consumer goods and services to consumers by using the right customers. [8]

Use in retail stores

In 2014, a software-based clienteling solution was deployed on iPad to over 3,500 associates at Saks Fifth Avenue . [7] Ralph Lauren has also used clienteling to invite select shoppers to special shopping events. [8]

See also

  • Consumer relationship system
  • Customer experience

References

  1. Jump up^ “clienteling” . Retrieved 2 March 2015 .
  2. ^ Jump up to:a b “How to Deliver Great Customer Service” . Retrieved 2 March 2015.
  3. Jump up^ Reda, Susan. “Making Mobile Happen” . Retrieved 2 March 2015 .
  4. Jump up^ Joseph, Alex. “iPad Clienteling at Retail Stores: Cool or Creepy?” . Retrieved 2 March 2015 .
  5. Jump up^ Ginsburg, Rachel. “Retail Evolution: Building a Tech Enabled Environment” . Retrieved 2 March 2015 .
  6. Jump up^ Eisenberg, Lee. Shoptimism: Why the American Consumer Will Keep on Buying No Matter What . ISBN  0743296257 .
  7. ^ Jump up to:a b Garry Michael. “New Clienteling Tool Empowering Saks Associates”. Retrieved 2 March 2015 .
  8. ^ Jump up to:a b c Mahoney, Sarah. “Thanks To Mobile, More Retailers ‘Clienteling ‘ “. Retrieved 2 March 2015 .
  9. Jump up^ Rhodus, Matt. “Clienteling Enriched the In-Store Experience” . Retrieved 16 March 2015 .
  10. Jump up^ Richter, Nathan. “Making Excess Exclusive By Clienteling” . Retrieved 2 March 2015 .
  11. Jump up^ Shanker, Martin C. “Pull-Don’t Push-Your Way to Customereling Success” . Retrieved 2 March 2015 .
  12. Jump up^ Ritzer Ross, Julie. “Facing Fears in Omnichannel” . Retrieved 2 March 2015 .