The Retailer Summer Edition 2022

SUMMER 202 2

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Clienteling drives brand loyalty Data is at the heart of clienteling and enables retailers to empower their store associates with intelligent insight to engage effectively with customers. Clienteling supports the customer journey and maintains the relationship between customer and brand. Clienteling mean s harnessing the right customer data to support or elevate a sale, ideally using a single integrated app, which can be accessed on a device by store associates in store and online. By drawing insight from data on customers’ historical purchases, habits, and shopping preferences, combined with details of the retailer’s entire product range, consultants give a more personalised service and deliver better customer experience. Growing relationships with customers means providing them the right information on products and services, whether it’s by email, SMS, or chat. Customers may want to know if they can recycle an old sofa or clothes, where the products are manufactured and whether there’s an ethical trading process; being ready with the right responses and aligning to their sustainability preferences is key to securing loyalty. According to Attune , customers that have experienced clienteling spend 3.5 to 4 times more annually and are 33% more likely to become repeat customers. An effective investment in retail sustainability strategy means being mindful of the key techniques and technologies required to market and deliver these products to the customer. Data is the lifeblood for organisations in any industry and retailers must take advantage of what they already have to optimise their customer journey and experience. Retailers that support the customer journey through data-driven insights, dedicated software , and shifting their retail culture will make the most of their sustainability investment and create meaningful and connected shopping experiences for retail success. The right technologywill build successful sustainability strategies

Sarah Friswell Linkedin Profile redant.com/

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