With increased competition across multiple channels, small to mid-sized retailers now more than ever must optimize every sale. Leveraging the right POS system can help retailers create distinct customer profiles with unique buyer preferences to increase sales and enable better customer service.

1. Clienteling for Small Business

2. Agenda
 Paths to Purchase
 Enterprise Inventory
 Save the “Sale”

3. Clienteling for Small Business
With increased competition across multiple channels, small to mid-
sized retailers now more than ever must optimize every sale.
Leveraging the right POS system can help retailers create distinct
customer profiles with unique buyer preferences to increase sales
and enable better customer service.

4. Multiple Paths to Purchase
Customer
Engagement
Multiple System
of Records
Item Inventory Customer &
Order
Payment
Brick & Mortal
Point of Sale Physical Physical Physical Physical
On Line (desk top
and mobile)
e-Commerce Platform Virtual Virtual Virtual Virtual
Market Place
Market Place Platform Virtual Virtual Virtual Virtual
Customer Call
Center
OMS Virtual Virtual Virtual Virtual
Path to Purchase

5. Clienteling for Small Business
SOURCE: Retail Prophet – Doug Stephens
“The purpose of retail will no longer be to solely convert every customer into
a buyer of goods but rather transform them into disciples of the brand itself.
To begin a relationship – a dialogue that may play out in any number of
buying channels; online, in-store, mobile or elsewhere.
It doesn’t matter where purchases take place.
What matters is that the consumer falls in LOVE with the brand and shares
that love with others. The store maintains the potential to be that emotional
center of gravity for the brand.”

6. Clienteling for Small Business
• According to KISSMetrics, 71% of consumers have stopped buying
from a company because of poor customer service. Whether or
not you tell your customers that you care about their experience
with your brand, their perception is reality when it comes to your
bottom line.
• While it’s common knowledge that customer retention is much
cheaper than finding new customers, many (perhaps most)
companies focus on customer acquisition, even though it’s
around 7 times more expensive.

7. Clienteling for Small Business
Step 1: Define your Strategy
• As a retailer you must design a program that is consistent with your brand, that meets
growth objectives and can be implemented
• What is the personalized experience you want your brand to deliver?
• Who is eligible for the program? (For example: Loyalty Program)
• What is the incentive for shoppers to sign up?
• How will shoppers be recognized?
• How do we define success?
• The strategy will guide all subsequent decisions and requirements, particularly
decisions about data and technology.
How do you want you customer engage with you and how do you want to leave an imprint on them

8. Clienteling for Small Business
Step 2: Assemble the Data
Retailers have to collect, assemble, transform and deliver customer data from all
available touch points, including the web, mobile apps, catalogs and store visits.
• Personally identifiable information (or PII)
• Prior purchase history (all channels)
• Customer Preferences and Product Recommendations
• Customer service contacts… who has touched the customer
• Retailers have invested heavily in CRM solutions in the past 10-15 years. Those
systems typically include most of the data needed to launch a clienteling
program.

9. Enterprise Inventory Visibility
• The days of writing notes on lined paper in little notebooks are over. As a quick
internet search will demonstrate, the market is crowded with software vendors
offering clienteling solutions.
• The market is converging on mobile applications with a heavy emphasis on
smart phones and iPads.
• The primary function of these applications is to empower sales associates with
customer information.
• In addition, the applications may offer integrations with social media, CRM
solutions and mobile POS software.
• You need to carefully evaluate functionality, scalability and cost before
selecting a solution.
Step 3: Implement Clienteling Software

10. Clienteling for Small Business
Step 4: Train, Measure and Incentivize Sales Associates
• Sales associates are the figurative face of your brand. They are interacting with your
best customers, constantly making impressions, creating expectations and
delivering on commitments.
• It’s important to ensure that any cleinteling program is implemented as designed
every time by every associate. The only way to maintain quality and consistency is
through ongoing training.
• And, nothing makes training stick like ongoing measurement and incentives for
compliance/performance. (For example capturing email).
• Sales associates have to own the program.
• Management must give them the training and incentives to make that a reality.

11. Clienteling for Small Buisness
Step 5: Test, Test, Test….
• Successful programs evolve over time. In order to get the most out of clienteling
solutions, retailers must establish ongoing test and learn programs.
• This starts with defining, collecting and publishing Key Performance Indicators
(KPIs) for the program.
• The next step involves implementing a testing roadmap to understand the
impact of changing major program levers. Important areas for testing include
offers (product recommendations, discounts, specials, etc.); sales scripting and
engagement protocols; and contract strategy (content, frequency and channel of
communication about the program).
• Correctly designed tests with control groups and adequate samples sizes are a
must.

12. Integrated POS with Clienteling
• What has she bought from me and when
• What channels has she bought from me
• What are her preferences
• What is her average spend per TX
• How many items does she buy per TX
• What is her return rate
• Does she have anything in her wish list
• What are her loyalty points
• Who has helped her in the past