Enable your store associates before they enable themselves

Long before the advent of the computer, the trick to outperforming your competition in retail sales was to keep a notebook in which you would record information about clients, including but not limited to their purchasing history. Armed with a repository of information bigger than anyone could be expected to simply remember, you could improve your interactions with customers, making them feel well known and understood, and thus provide a more personal and satisfying shopping experience. While the art itself predates the term Clienteling by a considerable margin – this is the art of Clienteling.

Today, with technological innovations, the state of the art has moved forward – paper notebooks have been replaced by apps that make information about customers even easier to record, organise and recall. But new technology like this always raises a question about the need for it. The argument goes that if we have survived without it so far, why do we need it now? Is it essential or would it just be nice to have?

The answer is that your store associates can manage without it, but there’s obviously a difference between managing and prospering. Do you want your store associates to just survive or do you want them to thrive?

More than a mark in a little black book

Furthermore, if you don’t provide your store associates with cutting edge Clienteling tools, and if you’ve hired the right people, they will improvise their own approach using their own devices. The result of that is losing both useful data and brand-building opportunities. Instead of capturing information that could help you target customers more successfully, it will be inaccessible to you. And when a customer receives communication from a store associate on one of their personal channels, that is likely to strengthen their connection to the store associate’s personal brand, more than it strengthens their connection to the brand of your store.

Before the days of internet shopping, when a high streets’ biggest competition was other high streets, and you could expect more people to be walking past and walking into your store, the average store associate was under less pressure to go beyond asking a customer: “Do you need any help?” Indeed, there was a time for some store associates when it was advantageous to minimise the time they spent with any single customer, to push as many customers over the line of a sale as possible.

However, today the high street is in fierce competition with the internet, and store associates have a much more critical role to play – they are the best weapon a retailer has to entice customers out of their homes and to maintain a connection with them when they are not visiting the store. And that’s one of the ways in which a simple notebook is not enough anymore, which is why store associates looking to succeed need something more powerful and more dynamic and they’ll be compelled to build their own solution if they have to. Fortunately, they don’t have to. Thanks to some clever people at Keytree who developed KIT to usher in a new era of Clienteling excellence.

KIT is a product catalogue, notebook, communications centre, personal assistant and style consultant rolled into one, easy to use application. It not only helps a store associate record information and history about customers, enhancing their ability to connect with them – it helps store associates identify and present customers with suggestions for products that might also be of interest plus promotions which they are likely to find appealing.

KIT facilitates communication with customers when they are not actually in the store, which is recorded in the customer’s profile to support excellent customer relationship management. It helps new store associates hit the ground running and takes the Clienteling of experienced retail professionals to the next level.

For a detailed tour of KIT and the ways it can assist your store associates in elevating the experience they offer your customers just give the team a call on +44 203 691 2936, email info@instore.technology or complete the short form on our Contact page.