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 Chuck Schaeffer Top Performing Mobile Retail Technologies

 
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Clienteling

Clienteling helps sales associates engage consumers in a personalized way that turns browsers into buyers.

Sometimes called mobile-assisted selling, clienteling delivers consumer and product information to both sales associates and shoppers, typically on tablet devices, in order to improve the shopping experience for consumers and the sales conversions for retailers. It’s also a powerful tool to combat showrooming.

With clienteling applications integrated to CRM systems, sales associates have access to a 360 degree customer view, including the consumer’s demographics, purchase history, purchase preferences, lifestyle interests, loyalty program or even personal information such as anniversary dates and birthdays. Associates can use this data to improve one-on-one communication, deliver more relevant recommendations and achieve a more personalized consumer shopping experience.

In addition to consumer information, this mobile retail technology delivers real-time inventory information so that associates never have to leave a consumer’s side. Capabilities such as visibility to product availability by location can enable associates to "save the sale" when an item is not available in the store.

Clienteling

Clienteling apps include dashboards, contextual menus, triggering events, automated recommendations and business process workflows which proactively guide sales associates, reinforce repeatable processes and promote rewarding customer experiences. And because clienteling applications support prescriptive business processes they also offer the opportunity for sales associates to easily harness retail best practices or replicate the processes of top producers.

Clienteling was initially adopted by luxury brands, but the reality is that any store with sales associates that want to engage and even wow consumers can achieve the benefits. Retailers such as Neiman Marcus and Tiffany & Co have replaced their infamous "black books" used by their sales associates with new clienteling applications.

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As clienteling applications facilitate prescriptive business processes they also offer the opportunity for sales associates to easily harness retail best practices or replicate the processes of top producers.

 

 

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