Harness the power of patterns to boost your sales

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 info@instore.technology or complete the short form on our Contact page.