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Top Clienteling Strategies for Omnichannel Retailers

Discover today's top clienteling strategies to enhance customer relationships and boost sales. Get actionable tips and tried-and-true techniques for omnichannel retailers to thrive.

Shoppers browsing a pink-themed retail store using clienteling technology

Written by

Kara Zawacki, Marketing Director @ Endear

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In the ever-evolving retail landscape, one thing remains constant: the need to build and maintain strong, personal relationships with customers. This is where clienteling comes into play. As we step into the second half of 2024, it's essential for retailers to refine their clienteling strategies to stay ahead of the curve. In this blog post, we’ll explore the top clienteling strategies and provide actionable tips that omnichannel retailers can implement to enhance their customer relationships and drive sales.

1. Leverage Data for Personalized Experiences

Today, data-driven personalization is more critical than ever. Brands are collecting customer data all the time, and it's all about harnessing this data and using it to deliver tailored experiences that really resonate with individual customer preferences and behaviors. Here’s how you can do it:

Utilize Customer Profiles:

If you're not already using a retail-first CRM, then you're missing out. Customer relationship management platforms allow you to access detailed customer profiles that include purchase history, preferences, and personal details. This information then lets you tailor outreach and offers specifically to each customer, both 1:1 and at scale.

Track Behavioral Insights:

Analyze customer behavior on your website and in-store. Track what products shoppers are browsing, what they add to cart, and what they ultimately purchase. Then use these insights to recommend similar or complementary products that are sure to be added to cart.

Example: Imagine a customer frequently buys running shorts from your West Hollywood store. Using this data, you can send personalized emails highlighting new arrivals in running shoes, offer exclusive in-store discounts on related products, or provide tips on maintaining their gear.

2. Enhance In-Store Experiences with Technology

Of course, the only way to connect with online customers is by using technology. But integrating technology into the in-store experience can significantly boost your bottom line across the board. Here’s how to make the most of it:

Make it Mobile:

Think about your point-of-sale beyond the checkout counter. By equipping your sales associates with an iPad or tablet on the floor, they can access customer profiles, check inventory, and complete transactions anywhere in the store, making the shopping experience seamless.

Add Interactive Displays:

Whether it's a virtual try-on game or an educational touch-screen, interactive displays are great at engaging shoppers. These can provide product information, let customers read reviews, or even provide real-time personalized recommendations based on the customer’s input.

Example: A luxury fashion retailer implements interactive mirrors in their fitting rooms. These mirrors display personalized outfit suggestions and allow customers to request different sizes or colors without leaving the fitting room, enhancing their shopping experience.

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3. Foster a Personalized Communication Strategy

Personalized communication is at the heart of effective clienteling. Ensure that every interaction with your customers feels unique and valued by adding these:

Tailored Email Campaigns:

Segment your email list based on customer data so you're always sending the perfect message at the perfect time. Personalized, timely campaigns that speak to the recipient’s interests can significantly increase open, click, and reply rates.

SMS and WhatsApp Messaging:

Text customers on the channel they like best, and encourage them to reach out for more immediate and personal communication. Send order updates, exclusive offers, and personalized messages to keep customers engaged.

Example: A beauty retailer sends an automated thank you note after a customers' first purchase that makes it look like it came from the store associate who rang them up. This small gesture makes customers feel appreciated and encourages repeat purchases.

4. Offer Exclusive Access and Experiences

Create a sense of exclusivity and reward loyal customers with unique experiences and early access to new products. Some ideas to try include:

Host VIP Events:

People love to feel special, and your top customer are no exception. Use your CRM to segment those who shop with you the most, and host an exclusive events just for them. These could be product launch parties, private sales, or special previews. Make these events memorable to strengthen customer loyalty.

Offer Early Access:

Give loyal customers early access to new products or sales. This not only makes them feel valued, but also drives sales from those customers who already love to shop with you.

Example: A high-end homegoods store invites its top clients to an annual VIP shopping night. Guests enjoy a private shopping experience, complimentary refreshments, and the first look at new collections, creating a sense of exclusivity and enhancing customer loyalty.

5. Invest in Staff Training

Your sales associates are the frontline of your clienteling efforts and invaluable sales-boosting assets. Investing in their skills and training ensures they can provide the best possible customer service. They have:

Expert Product Knowledge:

Ensure your staff are well-versed in the products they are selling - and continue to educate them as new products arrive. This allows them to make informed recommendations and build trust with customers.

Top-notch People Skills:

While harder to teach, when hiring your staff, you should look for people who are effective communicators, excellent problem solvers, active listeners, and those who know how to handle different customer personalities.

Example: An apparel company conducts regular training sessions for their staff, focusing on the latest product features and customer service best practices. This ensures their team can confidently assist customers and provide personalized recommendations, even as the collections change.

As we navigate the ever-evolving retail landscape, refining your clienteling strategy remains essential for building lasting customer relationships and driving sales. By leveraging data for personalization, enhancing in-store experiences with technology, fostering personalized communication, offering exclusive experiences, and investing in staff training, retailers can stay ahead of the competition.

At Endear, we’re committed to helping you elevate your clienteling efforts and create memorable customer experiences. Start implementing these strategies today and watch your customer relationships thrive.

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