CUSTOMER    ENGAGEMENT    MASTERCLASS  

Part1:  In-­‐store  Clienteling  

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Welcome  Webinar  AAendees  

Panelists  

Moderator  Andrew  Gaffney  Editor  Retail  TouchPoints  

Speaker  Marc  Chriqui  President    Raymark  

Speaker  ScoA  Pearson  CEO  Retaligent,    a  Raymark  company  

Speaker  Paula  Levy  Vice  President,  Retail  &  Wholesale  Systems  PracTce  Leader  Sophelle  

Agenda  

•  Customer-­‐centric  retailing  

•   Clienteling  defined  •   Retailer-­‐Customer  relaTonship  shiV  

•   Technology  trends  •   Best  pracTces  &  ROI  

•   Clienteling  culture  

•   The  future  of  clienteling  •   To-­‐do’s  

Customer-­‐centric  retailing  

Powering  Retail  

Customer-­‐centric  retailing  

•   InvesTng  &  Capturing  •   Knowing  &  Personalizing  •   Enhancing  &  Empowering  •   ConverTng  &  Increasing  •   Nurturing  &  ParTcipaTng  •   Planning  &  Aligning  

End-­‐to-­‐End  Customer  Engagement  MarkeTng,  Loyalty,  and  Clienteling  

End-­‐to-­‐End  Customer  Engagement  MarkeTng,  Loyalty,  and  Clienteling  

What  is    in-­‐store  clienteling?  

clienteling •   One-­‐to-­‐one  personalized  service.  •   OpTmized  store  performance.  •   Data  and  user  funcTonality  available  in  the  right  place,          at  the  right  Tme.  •   Capturing  business  specific  customer  informaTon.  “ “

       Managing  the                                                                                              in  the  retailer-­‐customer  relaTonship.      shiV

51% of  facebook  fans  are  more  likely  to  buy  the  brands  they  fan.  SOURCE:  CHADWICK  MARTIN  BAILEY  &  IMODERATE  RESEARCH,  FEB  2010    

of  consumers  conTnue  to  receive  campaigns  on  a  product  they  have  already  purchased.  SOURCE:  RELEVANCY  REPORT  2011  

75%

of  US  smartphone  owners  compare  prices    on  their  mobile  device  while  in-­‐store,    shopping  an  item.  

SOURCE:  COMSCORE  JANUARY  2011  

40%

of  customers  highlight  poor  knowledge  of  Store  Associates  as  the  most  disliked  experience  when  in  a  store.  SOURCE:  RIS  NEWS,  2011  SHOPPER  EXPERIENCE  STUDY  

47%

When  customers  were  asked  how  companies  can  encourage  them  to  spend  more…  

61%  said  accessible  informaTon,  

SOURCE:  HARRIS  INTERACTIVE,  CUSTOMER  EXPERIENCE  IMPACT  REPORT  2010  

66%  said  improved  customer  service  and  

23%                        said  a  tailored  experience.

These  trends  point  to  the  need  for    a  solu+on  that  can  help  retailers  answer  the  following…    

Buy…            Buy  more...                        Buy  again.  

How  can  you  encourage  customers  to…  

How  can  you  increase…  

               (Traffic)  x  (Conversion  Rate)  x  (Average  TransacTon  Size)  =  {Sales}  

Traffic  

Conversions  

TransacTons  

Best-­‐prac+ces  for  implementa+on    and  ROI  

Best-­‐prac+ces  and  ROI  of  in-­‐store  Clienteling  

Courteous  and  Helpful  IntroducTon  Get  acquainted  Good    Service  Address  immediate  needs  Follow  up  Thank  You  Invite  into  Loyalty  Program  

Client   Friend  

Recogni+on;  Gree+ng  Great  service  AVer  Sale  Follow-­‐up  Permission  to  Contact  for  In  Store  Events    New  Merchandise  SaTsfacTon  Follow-­‐up  Loyalty  Offers  Double/Triple  Point  RedempTon  

Customers  Favorite  Shops  regular  with  you  Special  things  Call  or  Email  regularly  “Hug  Your  Customer”  Invite  to  Special  Events  Personal  call  to  check  on  Pick  Out  Merchandise  Cross  Shop  for  customer  

Customer  

First  sale   Repeat  visit   ConTnued  loyalty  

Goal:  to  move  customers  along  the  path…  

                                       Thank  You  leAers  or  emails  

                                       SaTsfacTon  Call,  Consignment  call,  Confirm  Delivery  

                                       Share  next  “idea”,  Schedule  next  visit  

             CollecTng  Preferences,  Lifestyle,  Wish  List  informaTon  

             RecommendaTons,  Up/Cross  Sell,  Personal  Offers  

             Look-­‐up  History,  Sizes,  Wish  Lists,  and  Preferences    

           Targeted    MarkeTng,  Catalogues,  etc.  

           Personal  CommunicaTon:  Product,  Service,  Event,  Price  

           Scheduling  and  Visit  PreparaTon    

Define  Best  PracTces  

Pre-­‐Sale  AcTvity  

During    the  Sale  

Post-­‐sale  Follow-­‐up  

Best-­‐prac+ces  for  implementa+on    and  ROI  

Real-­‐world  results  

It starts with relationships

Spend  •  3.5  -­‐  4  x  increase  in  annual  spend  for  “clienteled”  customers.  •  63%  increase  in  transacTon  size  for  “clienteled”  customers.  

Repeat  •  33%  increase  in  the  number  of  repeat  customers.  

Conversion  •  24%  conversion  rate  (within  14  days)  on  customers  with  an  associate  

executed  outreach  task.  •  6%  increase  in  total  traffic  aAributable  to  associate  outbound  

communicaTon.    •  8%  increase  in  margin  aAributed  to  more  acTve  pre-­‐selling  and  

geong  customers  into  store  before  sale.  

How  to  create  a  Clienteling  culture…  

•  InsTtuTonalize  retail  Best  PracTces  

•  Create  demand  

•  Educate  about  features  &  benefits  and  have  visibility  

•  Learn  with  your  customers  

•  Invest  in  technology  

•  Build  an  extraordinary  culture  

So,  how  do  you  affect  change…  

There  are  five  steps  involved  in  successful  change:  

•  Awareness  of  why  the  change  is  needed  •  Desire  to  support  and  parTcipate  in  the  •  Knowledge  of  how  to  change  •  Ability  to  implement  new  skills  and  behaviors    •  Measurement  and  Reinforcement      to  sustain  the  change  

Cultural  change  

Change  must  be  managed  

Steps  to  successful  implementaTon  

Alignment  

CorporateKPIs  

Best  PracTces  

Process    Improvement  

SoV  KPIs  &  Best  PracTces  

Change    Management  

CommunicaTon  Strategy  

Training  Strategy  

Monitoring  Strategy  

How  can  technology  support    “best  pracTces”?  

How  can  technology  support    best-­‐prac+ces?  

Outreach  Tasks  

At  a  Glance   Performance  

Appointments  

Day  Planner  

Before  the  sale  

Client  Profile  Wish  List  Purchase  History  

During  the  sale  

Preferences  

Availability  

Up-­‐sell/Cross-­‐sell  

Goals  

Team  Tab  

Events  

Reports  Target  MarkeTng  

Tools for the manager

Ecommerce  Virtual  Closet  

Social  Networking  

Store  Events  

Offers/PromoTons  

Client  Profile  

Tools  to  engage  aVer  the  sale  

What’s  in  store  for  Clienteling  

•   Increased  involvement  in  social  media  •   Consistent  experience  •   Tighter  integraTon  to  checkout  •   Self-­‐service  •   Cross-­‐device  experience  

To-­‐do….  

•   Assess  your  current  state  •   Determine  your  vision,  goals  and  objecTves  •   Make  your  plan  •   System  selecTon,  technology  change  •   Cultural  change,  organizaTonal  alignment,          responsibiliTes  and  rewards  •   ImplementaTon,  execuTon  •   Measure,  refine  

CUSTOMER  ENGAGEMENT  MASTERCLASS  

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Q&A  

•   Download  this  presentaTon  at  RetailTouchPoints.com:  –   hAp://rtou.ch/customer-­‐engagement  

•   Contact  Today’s  Speakers:    –   Marc  Chriqui,  President,  Raymark  

• mchriqui@raymark.com  –   Sco]  Pearson,  CEO,  Retaligent,  a  Raymark  Company  

•   spearson@rataligent.com    

–   Paula  Levy,        Vice  President,  Retail  &  Wholesale  Systems  PracBce  Leader,  Sophelle  

•   plevy@sophelle.com    

Thank  you  for  aAending