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Personalizing the Retail Experience Through Clienteling and Feedback Loops

Tags: artificial intelligence clienteling customer experience loyalty personalization

by Esther Bendayan  |  June 8, 2020

Today most people expect unique and tailored shopping experiences that will meet all of their needs. Many retailers experience frustration at not being able to satisfy all of their demands. Whether this means an out-of-stock item or lack of a specific size, it can result in a loss of sales.

Clienteling and feedback loops are some methods that retailers are using in order to empower their store associates with information. Implementing clienteling, feedback loops and artificial intelligence (AI) are all ways to cater to your long-term customers and ensure that they remain loyal to your brand. Using these methods, the goal is that customers will feel like they’re shopping at a small, local and more personalized boutique even when they’re shopping at a large retail location.

Connect Through Clienteling

Clienteling is the first step that should be used to empower your store associates. According to Salesforce, clienteling is a buzzword that means “catering to clients.” Clienteling involves gathering all the data you have about a customer. This includes their past purchases, typical spending habits, shoe size, dress size and more.

Using a clienteling app, all this information can be consolidated so that it’s available to store associates in a readable manner. A clienteling app allows you to browse a customer’s personal wish list and provide experience-based recommendations. This is especially beneficial because an associate can access this information through a mobile device or iPad to provide a client with a tailored shopping experience that is predictive based on their previous buying patterns. Clienteling is a quick and relatively easy way to ensure that your store associates can establish long-lasting relationships with retail clients and provide them with personalized experiences.

Act on Feedback Loops

A feedback loop enhances all the benefits of clienteling and takes it a step further. All the feedback and information that’s gathered through interactions with a customer can be added in the notes section of any customer profile. This demographic information can be gathered by any store associate and can be used for future interactions.

Feedback loops can be both positive and negative, meaning that notes can be added regarding sizing or quality issues, and can be shared by other departments and teams, such as merchandising. According to Hubstop, Best Buy uses negative feedback loops to enhance their customer experiences. When Best Buy learned about the constructive criticism that many people were leaving, Best Buy took drastic measures to improve the factors that mattered most to their clients.

In short, clienteling provides store associates with all the information they need about a consumers’ buying patterns, and feedback loops provides all departments with actual customer feedback.

What’s Next Using AI

The data that is pulled from clienteling and feedback loops are more than enough to transform your customers’ retail journeys and gather predictive data. However, this data can be enhanced with artificial intelligence.

AI takes customer data a step further by gathering information from various different touch points. A client’s likes on Facebook, shares on Twitter, and opinions on LinkedIn can be gathered to provide more in-depth information about what the client is interested in. This ensures that your data is continuously growing and evolving so that you’re able to predict what a consumer will be looking for next season.

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