What is Clienteling? Definition
Clienteling is a marketing technique for managing the relationship between a company and its customers. Its goal is to offer customers a personaliz and engaging experience. This approach is based on defining specific criteria, clearly differentiating them from those established by the competition, and on the thoughtful use of this data (preferences and purchasing behaviors) to create tailored interactions.
Clienteling has been used for many years in the retail industry, especially in the luxury sector, where it is important to build lasting relationships with customers. The “personal shopper” is the epitome of this practice and acts as a personal consultant for the most affluent customers. Brands use the information collect to recommend specific products, propose exclusive offers and organize private events or personaliz appointments.
Case Study 1:
Mrs. X recently order a cream for a specific problem on the website of a major cosmetics brand. At the point of sale, the consultant who deals with her, arm with this information, is able to offer her a sms services personaliz experience (and more): an exclusive presentation of a new range of products, feedback, an invitation to the brand’s upcoming private events… All in a dedicat lounge.
The two go hand in hand and monitoring the data collect is essential to the implementation of any marketing strategy. Once the data is collect, the company monitors it to personalize the services offer to its customers. Salespeople and telephone salespeople will be responsible for updating the databases and refer to them every time they come into contact with a customer.
Choosing the right communication channels
A brick-and-mortar retailer (with a physical store) can, for example, equip its stores with digital terminals, which can be us in many different ways. They can be us to ask visitors about their revitalizing abandoned shopping baskets seize the sms opportunity needs when they are looking for information, or to offer interactive and creative experiences. Of course, the equipment should not replace human intervention, but rather support the sales staff and help them offer an enrich experience.
The tools us can come into play at any time, before the purchase to address the customer’s nes, during the purchase to personalize the offer or after to maintain contact with the customer and encourage them to take specific actions.
The brand must also adapt to the communication channels of the generations it targets and be consumer data available at all times – R – A – CTI-VI-TÉ. Your customers must be able to visit your website to learn about your services, ask questions from an instant messenger – why not a mobile one? Like WhatsApp Business, for example, visit your store if necessary or interact with you on social networks.