In order to build the KIT Clienteling app, and make it rock the world of store associates, Keytree worked closely with a top international luxury retail brand, to understand the business of retail and produce a truly helpful user experience. The result is a high-performance Clienteling app, used by over 10,000 store associates in 64 countries around the world, in 12 languages. It offers a host of customer engagement features and continues to evolve but it will never replace the most vital component of successful Clienteling – personal attention.
Now, the hard limit of an app may seem like an odd thing for its developer to highlight, but we’re doing it for several reasons. For one thing, it’s true, and authenticity is a precious commodity in the world today. For another, passionate store associates are the unsung heroes of Clienteling and we want to make it clear that we understand that. But most of all, you cannot get the most out of any tool unless you know where its power ends and where what you need to put into it begins. The bicycle is a brilliant piece of technology that depends upon some significant input and effort from its rider to make it work.
Writing in Luxury Daily, Martin Shanker asked the question: ‘Does magical thinking have you chasing shiny objects?’ at the top of his article dismantling the idea that in industries where superb service is the true key to success, technology can do it for you. His argument is well supported by research. In a paper titled Consumer Behaviour in Shopping Streets: The Importance of the Salesperson’s Professional Personal Attention, researchers reported on a survey in which they had asked shoppers whether they preferred going shopping at a mall or on the high street and why. The aim was to find out, indirectly and without biasing the respondents, whether personal attention is the main motivation for choosing the shopping location. The number one motive for choosing a shopping location (given by over 43% of those surveyed) was shown to be personal attention including polite and courteous attention, advice, individualised attention, personal relationship and service attitude.
Changing the face of customer interaction
KIT is a game-changer because it was specifically designed to enhance the personal attention store associates give their customers, in a variety of ways, both in-store and remotely. This includes having a profile for each customer that keeps a note of which channel of communication each customer prefers. This one feature, which can be used to target customers, using the right channel, with the right messages about products and deals that evidence suggests would interest them, has a lot of potential power. However, as Martin Shanker explains: “At least 25% of follow-up contact needs to be culturally connecting, not stop by the store, I’ve got something for you.” Sales associates need to suggest events, ask about the weekend, and refer to news and local colour that might be relevant to customers’ lives.
Understanding this kind of relationship-building psychology and empathology is key to Clienteling excellence, and we want to make sure users of KIT know this because we want to set up users for success. We don’t want to lead anyone into believing it’s a magic bullet and leave them wondering why it isn’t making a bigger difference.
KIT remains packed with features that can improve the game of any store associate, even in their first week on the job, for example, by helping them to more quickly locate products customers are looking for. KIT also provides store associates, and by extension customers, with more options for completing transactions quickly and easily, resulting in fewer lost sales.
Meanwhile, in the hands of a store associate, skilful at giving personal attention and building relationships, KIT can take their performance to the next level. For example, traditionally, to achieve a higher standard of Clienteling, store associates would keep a record of their knowledge about customers in a book, rather than rely on their memory. Now, with KIT, store associates can record and organise much more data about customers, in a form that is more accessible and usable.
The truth is that most people have strengths and weaknesses in their relationship-building skillset, so most of us have skills we could work on. It can be extremely uncomfortable and difficult to work on the things we aren’t great at doing, but not impossible if we are willing to put the effort in. It is well worth putting in the time to improve your interpersonal skills if you want a career in retail.
The good news is, by contrast, setting up a demonstration of KIT is extremely easy. Just give the team a call on +44 203 691 2936, email email@example.com or complete the short form on our Contact page.
Identifying patterns of customer behaviour in your market is critical to informing your sales and marketing strategy and finding ways to increase sales. In retail, as an obvious example, if a particular product is flying off the shelves, you’ll want to put it in the window. Possibly even after it has sold out. However, not all patterns are easy to see at first. It is harder to notice if customers whose first purchase was a sweater are over three times more likely to buy again in their first 90 days than customers who started by buying in other categories.
While pattern recognition is one of the human mind’s greatest strengths, it is simultaneously one of its greatest weaknesses. The constant vigilance of our subconscious hunt for patterns can be extremely useful in quickly revealing threats and opportunities. However, our pattern recognition is also relatively short-sighted and inclined to propel us into action based on too few data points. We need help to tell which dots should be connected to those that shouldn’t.
While data about macro patterns might be relatively easy for a store associate to access, such as what is trending globally, in a specific country or for a particular brand, it could be harder to know, at a local level, what the patterns are. Socio-economic and cultural differences between customers in one location can vary substantially from those in another location for the same brand just a few miles away. For this reason, the most valuable data is obtained and applied at the coal face, in a particular location, in a particular store.
For example, a men’s clothing store might attract its target audience in one area, but 10 miles away more women may be making more purchases from the same brand, for their partners or family. Being aware of this, and even what is behind it, is important to know because the next thing for a store associate to do with the information about who is buying what in their store, is use it in their Clienteling approach.
The art of Clienteling
Clienteling is the art of personalising the customer experience, by anticipating a customer’s wants and needs and minimising the effort they have to put in to find retail fulfilment. The better a store associate can identify the patterns in groups of customers as well as particular individuals, the better they will be at Clienteling.
Fortunately for retail associates, help with both pattern recognition and Clienteling is now available in the form of KIT (Keytree In-store Technology) an app which is, among other things, designed to collect customer data over time and make it easier to identify patterns and trends in individual customers’ behaviour as well as across customer segments. By recording purchasing history, both online and in-store, as well as basic demographics and other details that are available, KIT makes it easier to notice patterns in purchasing behaviour across ages, genders, interests and other profile characteristics. It then makes it easier for retail associates to communicate with customers and present each one with the opportunities they are most likely to find attractive.
As well as providing the micro view of what an individual customer likes by way of products and customer experience, KIT also helps store associates locate and complete purchases for products both in-store and available elsewhere, all of which takes the friction out of shopping, provides a great Clienteling experience, which in turn promotes brand loyalty, return visits and more sales.
KIT was built collaboratively with experts in retail and is designed to be so easy to use that a store associate can hand a tablet running the app to a customer, to give them the freedom to search and browse stock for the products they need. There are over 10,000 sales associates in 64 countries worldwide currently using KIT to assist them in both basic sales and clienteling. The app is available in 12 languages and it’s easy to arrange a demonstration to see how it could work for you. Just call +44 203 691 2936, email firstname.lastname@example.org or complete the short form on our Contact page.
As much as people like to believe their purchasing decisions are more rational than emotional, sales are often based more upon how a customer feels than how good a fit is a product or service. Those feelings will have something to do with the products or services being purchased of course, but they also have a lot to do with feelings towards the retailer. So it behoves retailers to build strong relationships with their customers and the best way to do that, is to get to know them, individually. This is the reason why Clienteling, the art of personalising customer experiences, is one sales associates should adopt.
One of the biggest challenges with getting to know someone is ensuring that you start off on the right foot – quickly identifying who you are talking to really helps but there are many different ways of doing that. It helps to adjust your conversation to relate better to the customer you’re talking to based on age or where they come from, but this can be tricky as looks can often be deceiving. It is safer much easier to use the information given to you from the customer – rather than make an assumption based on superficial impressions. The more data you possess about a person, the more accurate your picture of who they are. Nonetheless, figuring out as much as you can, quickly, is still an advantage.
Understanding the personality traits of a customer
Fortunately, people have been studying human psychology for a while now, and a sort of consensus has been reached about the different personality types a sales associate should be familiar with, to help them quickly understand how best to approach the customer they have only just met. Although more types have been suggested, most of the customer personality models describe four. You’ll see them called different things in different places, but whatever they’re called, more or less the same four types of personalities are described by all of them.
There’s the thinker or owl, who wants to do thorough research before making a purchase. There’s the dominator or rhino, who can sometimes appear rude or aggressive when they don’t mean to, they simply want to cut to the chase as fast as possible. There’s the influencer/follower, who wants to be a trendsetter, to have the latest thing, but also does not want to be left out, so has the trend following tendencies too. Finally, there’s the relator or love bird, who is caring, loyal, open, wants to get to know you and wants you to get to know them. Doing a little research into these four personality types is well worth the investment for store associates who want to get each customer relationship off to a good start. For the store associate that wants to go the extra mile, the KIT Clienteling app is at your service.
For the dominator/rhino, KIT helps by providing a fast and clear view of what products are in stock, and what the purchasing options are for products not currently in store – especially helpful for new employees less familiar with the catalogue. For the influencer/follower, KIT helps store associates keep up to date regarding the best sellers and the latest deals. The thinker/owl can be handed a tablet running KIT and invited to take their time browsing a comprehensive catalogue of products, deals and purchasing options. Finally, the relator or lovebird, who may not buy anything on their first visit, will appreciate the value of having their profile set up on KIT, as an investment in their relationship.
With all customer personality types, setting up a profile on KIT and building an increasingly rounded picture of a customer, will help store associates both to maintain the relationship between visits to the store and during visits. As time goes by, more data recorded in KIT provides more insights into the best approach for each customer. Customers may have similar personality types that are important to understand, but individually they have different needs, product preferences, and purchasing habits and KIT helps you develop your understanding of those too.
KIT is currently in use by over 10,000 sales associates, in 64 countries and in 12 languages, and if you would like a demonstration to see how it could work for you, please call us on +44 203 691 2936, email email@example.com or complete the short form on our Contact page.
Disruptive Retail Technology – causing a commotion
Technology changes the way we work, communicate and interact with each other, but the use of technology in retail is disrupting the whole sector. Advancements in retail technology have seen considerable improvements in the customer experience but what’s the real benefit?
The customer journey, no matter the channel, is a 360-degree experience of the brand. Disruptive Retail Technology pulls together every avenue to market taken by the customer. The customer benefits by having all historical shopping data and preferences in one central location and are notified of offers, deals or new product lines via a personalised account. The brand and store associate benefit by having access to the same customer information via Keytree In-store Technology (KIT), which empowers the store associate with instant access to stock, inventory and customer preferences.
KIT is a prime example of how retail technology is pushing the envelope when it comes to providing customers with a fully rounded shopping experience but how will technology impact the retail sector – what will change?
The man-machine – the rise of the robots
Folding sweaters, opening and closing the store, checking out customers and being the brand expert have traditionally been the responsibility of the store associate. But for how much longer? Stores are already testing, and in some cases using robots, which can carry out and execute some of the more traditional in-store tasks. There’s no concern around manoeuvrability as sensors embedded in robots will ensure they avoid bumping into customers.
Robots can relieve the store associate of specific tasks and if a customer has a question the robot is unable to answer – they start a live video conferencing session with an operative who can assist. The human element will always be required at some point in the customer journey, but maybe the use of robot technology in retail will free up valuable time for the store associate to spend more time with the customer.
The future of the store
KIT acts as the conduit connecting hardware, sensors, POS systems, Wi-Fi access points, and RFID networks and also leverages iBeacon and Bluetooth technologies to identify nearby customers.
The store of the future will not only identify a customer upon entry – Beacons will bridge the physical and online experience and push content to your device when walking down a particular aisle. Once an item is chosen there will be no need to search for a changing room – smart mirrors will superimpose the item onto the customer. There is no need to undress, or even worry about the product being in stock as the smart mirror can superimpose any object onto the customer.
An auto checkout will enhance the shopping experience even further. The store knows you have arrived, notifications are pointing you to the part of the store you’ll visit next and all the while – there’s no need to stand in line and pay for the items gathered. Walk out of the store and the items are scanned and charged to your account.
The increased use of technology in retail will provide obvious benefits for the customer, but for the brand, a superior level of data is now gathered on a daily basis, which will give the store associate a much-needed advantage over competitors – and inform future strategies for the organisation.
Disruptive Retail Technology will see the customer journey and experience altered in many ways. Although technology becomes more commonplace it can never provide the genuinely personal touch, which will always come from human interaction.
Keytree In-store Technology (KIT) is now available on the SAP App Centre – the digital marketplace where customers can discover, buy and manage access to innovations across all SAP lines of business and platform groups.
The announcement was made at Sapphire 2018 in The SAP Gold Guide report, which outlines the SAP Customer Experience vision and strategy featuring a selection of case studies, which includes a profile of KIT.
The SAP App Centre has 1,500 enterprise-class apps from 1,000 SAP partners, providing customers with real-time access to innovative solutions, microservices and plugins to extend their SAP solutions and help digitally transform their business.
Maximising your investment
SAP customers can maximise their investments in SAP solutions and address their most demanding business challenges with a mix of free and paid partner Apps – all designed to help their business. They can take advantage of seamless integration into their existing landscapes and gain immediate access to their apps from a launchpad that is enabled with Single Sign-On. With streamlined procurement, designed for the enterprise, customers can manage the entire lifecycle of their purchases, from license acquisition to user management and renewals, simply and centrally.
The SAP App Centre simplifies the enterprise procurement process by bringing it into a digital form-factor. Customers can buy application licenses directly from SAP partners, with the flexibility to negotiate and receive the best price, including support for custom terms and conditions. They can then centrally manage multiple application subscriptions, billing and vendor communications in a unified experience.
Customers have a choice to either receive and pay invoices using SAP Ariba Pay or credit cards, or they can choose to settle outside of the system. SAP App Centre supports roles- based, workflow-driven orders, and also includes support for multiple currencies and application usage analytics.
Purchasing KIT through The SAP App Centre
KIT provides a complete omni-channel view of customer activity, allowing store associates immediate access to customer needs, preferences and purchasing history.
Speaking at Sapphire 2018, Adrian Slater, Head of Retail at Keytree explained that KIT connects store associates with customers. He said: “When a customer walks into the store, the sales associate can bring up all their previous info, look at all the available products on the app, without having to leave the customer’s side – the storeroom can bring out the products.”
KIT is built using machine learning and speech and image recognition. The app connects hardware, sensors, POS systems, Wi-Fi access points, RFID (Radio Frequency Identification) networks, iBeacon and Bluetooth technologies to identify nearby customers (integrating loyalty apps and Apple Passbook).
Features include Style Builder, which groups products so a customer can see how they might fit together, and tech that allows the sales associate to push content to a nearby TV screen. The app also enables the store associate to communicate via SMS, WhatsApp, WeChat and wider social media channels during and after the transaction. KIT also fits into existing technology sitting on top of a retailer’s SAP Customer Experience technology and easily integrates with back-end systems without the need for new, expensive software
The KIT dashboard allows the user to manage tasks centrally, creating, editing and managing tasks, calendars, team meetings and client appointments directly from the app.
Designed in collaboration with SAP and Apple, KIT sits on SAP Cloud Platform and integrates directly with the SAP for Retail solutions.
How physical and digital retail experiences can successfully converge in the hands of the store associate
As retailers continue to modernise and invest in the in-store experience the world of online retail is now recognised as an integral part of the bricks and mortar experience, a synchronisation referred to as retail convergence. Although lavish fittings and interior design are still key components of high end fashion retail it all starts with the store associate. This role is at the very beginning of the transformational journey.
In the past, and even today inside some retailers, the store associate had little insight into their customer’s needs, tastes and habits. Customer information was held in distant CRM systems or fragmented among multiple sources and only accessible to those who often did not have direct contact with the customer. Without quick and easy access to this data, it was next to impossible for the store associate to track buying patterns & preferences and therefore provide an in-store experience that encouraged and nurtured customer loyalty long term.
Invest in the store associate
By giving the store associate real-time access to stockroom inventory, the ability to jump the checkout queue and continuous communication with the customer – retailers not only bring the online world into the physical store but also give store associates a new toolset that will dramatically transform and improve their working day.
The store associate should be more than a person who replenishes stock or directs a customer to the nearest checkout. For example with the right technology such as a Lookbook app, they can engage with customers even when they are physically not in the store by creating engaging content based on a customer’s interests, which they can then share via email or text.
The store associate can build trust within the brand – they can know when a registered customer has entered the store, allowing them to meet and greet before showing them a new item, which is of registered interest in their 360-degree customer profile.
Digital Retail Convergence
Keytree In-store Technology (KIT) can bring this converging digital experience into the store so the associate and customer get the best of both worlds – it’s important to remember that the success of the new generation in-store experience should fall firmly onto the shoulders of the store associate. Without the dedication of these individuals, working face to face with customers on the shop floor, none of these remarkable technological breakthroughs will have the much-needed impact on the customer’s in-store experience.
Retailers should not underestimate the role of the store associate as they go through any transformational process. They are the key element that gives customers access to everything that online should offer while in the store. The store associate is the face of the business and is the font of all knowledge as everything that’s worth knowing is in the palm of their hand in one easy to use application, which is linking together the best of both worlds.
Lookbook, Omni-channel baskets, Inventory and mobile payments will become more commonplace in the retail sector, due to the influx of Clienteling software – aimed at enhancing the customer journey to provide the ultimate Omni-channel shopping experience.
Keytree In-store Technology can bring together retail convergence into the new generation of digital stores – it’s important to remember that the success of the next generation store requires this forward-thinking technology to grow and enhance the new experience. However, there’s no point in merely handing over new technology to the store associate and expecting instant success – training, product updates with research and development are essential. The technology also needs to be easy to use, so it doesn’t become a hindrance, and the data must be accurate – so the solution can be trusted.
The Keytree In-store Technology (KIT) team has built and designed retail Clienteling solutions via thorough market research activities that continually feed into product development. Clienteling is the term applied to the store associate’s daily routine to establish relationships with customers based on preference, behaviour and purchase data.
KIT provides this vital 360-degree customer information which forms a core feature of the Clienteling app, one of various applications that Keytree provides for KIT customers.
The KIT team’s aim was to re-imagine the Clienteling experience for store associates, advisors, managers and customers alike ensuring the interactions are as fruitful as possible. Over the last two years, we have conducted workshops continually optimising our designs, inviting both clients and technology partners to engage in this collaborative process. KIT provides a Digital Black Book that helps advisors manage their daily tasks, along with product catalogue and stock visibility with an omni-channel basket and easy to use mobile payment capabilities.
In the world of retail, Clienteling software solutions are staking a claim as drivers of the primary strategy for ensuring store associates and their customers get the most from the omni-channel experience and ultimately help increase sales across the retail spectrum. Although online commerce has become the primary channel for many consumers, Keytree’s in-store Clienteling is revolutionising a continually evolving technology within the fast-moving digital landscape.
Customers expect a consistent digital experience, reflecting what they have in the comfort of their own home or on mobile but what KIT applications add is an enhanced personal touch, which they get from store associates but at a speed and efficiency that only recent accomplishments in the tech space can provide. The modern store associate needs to interact with the consumer beyond the boundaries of the physical store, and KIT retail solutions are becoming providers of this platform. Being able to communicate with and sell to customers without them visiting the store has immense sales benefits across all retail sectors.
Creating the ultimate shopping experience
It’s also important to breathe new life into the in-store experience via the mobile channel and not rely solely on an associate and traditional Point of Sale (POS). The NewStore Mobile Retail Report reviewed mobile websites, native apps and the in-store experience of 140 lifestyle, luxury and apparel brands. The findings show that only one in four store associates provided real-time inventory information while on the shop floor (via a device) and just 20 percent of those surveyed offer native shopping apps.
Software solutions such as KIT remedy these pain points, offering a selection of modules including a Catalogue, Runner App and customer Walkway App using the latest iOS AR technologies. We can ensure stock information is readily available, and items are instantly retrievable from the back of the store. Our Clienteling solutions will continue to develop and innovate to keep pace with the ever-changing needs of the customer.
Right now, ‘bricks and mortar’ still offer something that you cannot get online – the personal interaction between the customer and the brand. Using a Clienteling solution to amplify the experience is vital for business success and customer retention and will pull every channel together to create the ultimate omni-channel and customer experience.
E-commerce is a quick and easy way to purchase goods, but nine out of ten retail transactions take place in store and two-thirds of luxury consumers say they want to touch and feel a product before purchase – according to research from Deloitte and Google respectively.
Not everyone can work in a public-facing role, and fewer still have the gift of being able to meet customer needs – in a graceful and uncomplicated manner. An excellent store associate knows how to care for their clients and has a unique understanding of each client, gauging their interest through body language or by reacting to a comment.
Technology surrounds us. It can be used to drive cars, create virtual reality gaming, and it even allows you to turn on your heating while struggling home through the rush hour. In the utility market, smart meters use IoT technology to monitor and record consumption on an hourly basis, and GDS is entirely recreating governmental systems to meet user needs but what impact is technology having on the retail sector?
Before we look at what’s on offer we need to remember that not so long ago the industry was facing nothing but doom and gloom. In the ‘90s, the dot-com bubble brought us many new offerings including e-commerce. At the time, many thought the future of the high street was under threat predicting that ‘bricks and mortar’ was a thing of the past. The bubble burst and the stores are still firmly rooted in their foundations, but 20 years later, these same stores are on the verge of a technological revolution.
But the use of technology in the retail sector doesn’t need to create new ways of getting customers into the building as 94 per cent of retail transactions still take place in the store, according to Deloitte’s 2014 research – The New Digital Divide. The onus is on the customer journey and providing the highest level of service, combining all channels to create the ultimate omni-channel.
Giving store associate’s the tools to improve the customer experience
The role of the store associate should be more than pointing you towards the changing rooms or fetching a different colour sweater. It’s time for the retail sector to realise that there’s more a store associate can offer customers, and there’s an easier way for them to do their job – by deploying Keytree In-store Technology.
As the store associate is usually the first point of reference for any client and is also the face of the business, retailers should be providing these valuable employees with the tools that will help improve the customer experience by nurturing valuable customer relationships through digital. Keytree In-store Technology (KIT) provides the perfect tool for managing tasks in one centralised solution, and the KIT dashboard gives users the ability to create, edit and manage tasks, calendars, team meetings and client appointments – working directly from the app.
Online or in-store – KIT also provides a complete omni-channel view of customer activity giving store associates instant access to customer needs, preferences and purchasing history. By having all customer information in one place, store associates can view wish lists, in-process shopping carts, social media profiles and communication history for each and every registered customer.
This approach ensures the customer gets a more personalised service each and every time they come into the store and store associates can access the information needed and never to miss a sale. It’s time to combine online and in-store offerings and give store associates the power of today. So whether it’s identifying who’s entering the store or creating bespoke styles online to match a customer’s preference, the future of shopping lies in the palm of the store associates hand.