Do you have a clienteling strategy for your retail business? You may think that this is just something for the big luxury players, but that’s not true. ⠀
Whilst luxury players are all engaging in clienteling, they also struggle with the same problems smaller retailers do, even if it is on a different scale. Collecting relevant data, how to make insights accessible to store staff, how to use the information to customise communication, how to minimise store staff turnover and handling the ever-increasing expectations of customers are issues they are facing too. Putting strategies in place to retain the top tier clientele is something every retail business needs to do, no matter the size.
Putting strategies in place to retain the top tier clientele is something every retailer should be doing!
If you own a small(er) retail business you should have a clienteling strategy in place outlining how you will retain their top tier clientele. Plan the work you will do and then work the plan! You can implement successful clienteling initiatives without a Gucci-size budget. Instead apply the insights from what is working for them and apply it to your own circumstances.
You can implement successful clienteling initiatives without a Gucci-size budget.
The aim of clienteling is to grow your business by better serving your top tier clientele. A key focus is put on highly personalised service, which can be established over the course of the relationship as you learn more about your top tier clients.
Clienteling generally focuses on activities in the following three key areas:
- Enhancing the customer profile by gaining insight into preferences, wish list, likes and dislikes etc.
- Accessing and utilizing this information to better assist the customer when shopping (online or in store)
- Creating personalized customer communication, events and outreach campaigns based on the first two steps
Having a clienteling strategy in place for your retail business will make you feel more relaxed knowing you are working towards securing ongoing business from your existing client base. Whilst there are no guarantees in business (and life), if you have a solid strategy in place you will start seeing more consistent repeat business.
If you require assistance with putting a clienteling strategy or initiative in place for your business, please book a complimentary 30min discovery call with me here so we can discuss your requirements.