Clienteling: It’s not just for high-end retailers – or Christmas

The experience of shopping at a certain Swedish furniture store is one that most people have had at least once. Personalised it is not. All shoppers are led along a path decorated with examples of how you can configure beds, wardrobes and desks or sofas, shelving and coffee tables until you arrive in a warehouse like the one at the end of the first Indiana Jones movie to embark on a treasure hunt only slightly less difficult than that of finding the lost Ark of the Covenant. Conversely, when you visit a high-end luxury retailer, you can expect to be treated like a VIP. To have your coat taken, your hand furnished with a glass of your favourite champagne and the display of products you are presented with to have been handpicked for you and expertly matched to your tastes. At least that’s the aspiration.

Between one extreme and the other, from a luxury brand to serve yourself budget furniture shopping, the focus on Clienteling has traditionally dropped off. There are good reasons for this. With fewer clients at the luxury end, it has simply always been easier for brands to keep track of who buyers were, what they liked and what they purchased. Conversely at the low cost, high volume end of retail – the interactions between retailer and shopper have been, of necessity, briefer and too many to keep detailed notes on.

There has also been a cost/benefit reality to consider as you move from the luxury brand towards the absolute bargain basement end of the spectrum. When the very basis of your brand is that you are selling items for less than a pound or a dollar, the cost of the time you spend with a customer will have far less value than if you are selling luxury yachts. However, new technology has changed this equation fundamentally, so that the cost of Clienteling is much lower than it used to be and the benefits are much greater.

How KIT Clienteling enhances the customer experience for any retail business  

By using a Clienteling app like KIT, the ease with which you can record and access data that enables you to help and indeed delight a customer makes it crazy not to practice Clienteling, even if you are selling products as inexpensive as a pound or a dollar. If you know a customer is interested in a particular range of products, you can easily contact them, using KIT, when you have particularly good deals on those or similar products, especially if that customer is one who tends to spend a lot in the store, which KIT can tell you. Furthermore, if you have an e-commerce store KIT enables you to set up purchases for your customers to complete.

Meanwhile, between the top end luxury retailers and the 99p or 99 cent stores, there are thousands of retailers whose ability to lure people out of their homes and away from internet shopping has to derive from something other than unbeatable value or inimitable indulgence. These are the stores where KIT helps store associates to deliver a customer experience worth coming back for and telling their friends about. The kind of personalised customer experience you feel you couldn’t have gotten anywhere else. KIT does this by giving store associates and customers access to the full product catalogue, with the ability to save favourites and compare items, leaving the customer confident that they are getting the right product at the best price. KIT can also help with ‘project shopping’ making suggestions and helping to create a package of products for a particular purpose. For example, holiday outfit concepts if the retailer is a clothing store or interior design concepts if the retailer is a home furnishing store.

KIT can also help make the experience of visiting a store much less troublesome by relaying requests for products to the stockroom, expediting their arrival on the shop floor. The app even enables store associates to complete purchases themselves, so that the moment after customers choose to make a purchase they aren’t sent to wait for a cashier, whom they haven’t met before, for an anti-climactic end to an otherwise very pleasing sales interaction. The store associate can then easily follow up with some simple after-sales communication via the app, to reassure the customer they made a good buying decision, cementing their loyalty and boosting the chances that they will tell their friends what a great shopping experience they had.

KIT is extremely easy to learn and it is very simple to set up a full demonstration of the app to see how it can help your store associates improve their Clienteling and your customers’ experience. Just contact the team on +44 203 691 2936 or email info@instore.technology. You can use these same details to ask any questions you have or to request more information, or if you prefer you can also complete the short form on our Contact page.