This three part series provides a complete overview of End-to-End Customer Engagement and reveals the proven best-practices of In-Store Clienteling; Multi-Channel Campaign Management and Analytics; Ecommerce and Consumer-Facing Digital Technologies. PART 1: In-Store Clienteling The panel of industry experts offer an informative, in-depth look at In-Store Clienteling including: • Clienteling defined: the trends and technologies of In-Store Clienteling • Managing the shift in the retailer-customer relationship • Culture change: techniques for creating a Clienteling culture • Implementation: best-practices in capturing, converting and keeping customers • Calculating the ROI: real-world examples • Clienteling outlook: what the future has in store

1. CUSTOMER
ENGAGEMENT
MASTERCLASS
Part1:
In-­‐store
Clienteling

2. Welcome
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3. Panelists
Speaker
Moderator
ScoA
Pearson
Andrew
Gaffney
CEO
Editor
Retaligent,
Retail
TouchPoints
a
Raymark
company
Speaker
Paula
Levy
Speaker
Vice
President,
Retail
&
Marc
Chriqui
President
Wholesale
Systems
PracTce
Leader
Raymark
Sophelle

4. Agenda
• Customer-­‐centric
retailing
•
Clienteling
defined
•
Retailer-­‐Customer
relaTonship
shiV
•
Technology
trends
•
Best
pracTces
&
ROI
•
Clienteling
culture
•
The
future
of
clienteling
•
To-­‐do’s

5. Customer-­‐centric
retailing
Powering
Retail

6. Customer-­‐centric
retailing
•
InvesTng
&
Capturing
•
Knowing
&
Personalizing
•
Enhancing
&
Empowering
•
ConverTng
&
Increasing
•
Nurturing
&
ParTcipaTng
•
Planning
&
Aligning

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

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

9. What
is
in-­‐store
clienteling?

10. “ 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.

11. shiV
Managing
the
in
the
retailer-­‐customer
relaTonship.

12. 51% of
facebook
fans
are
more
likely
to
buy
the
brands
they
fan.
SOURCE:
CHADWICK
MARTIN
BAILEY
&
IMODERATE
RESEARCH,
FEB
2010

13. 75% of
consumers
conTnue
to
receive
campaigns
on
a
product
they
have
already
purchased.
SOURCE:
RELEVANCY
REPORT
2011

14. 40%
of
US
smartphone
owners
compare
prices
on
their
mobile
device
while
in-­‐store,
shopping
an
item.
SOURCE:
COMSCORE
JANUARY
2011

15. 47%
of
customers
highlight
poor
knowledge
of
Store
Associates
as
the
most
disliked
experience
when
in
a
store.
SOURCE:
RIS
NEWS,
2011
SHOPPER
EXPERIENCE
STUDY

16. When
customers
were
asked
how
companies
can
encourage
them
to
spend
more…
61%
said
accessible
informaTon,
66%
said
improved
customer
service
and
23%
said
a
tailored
experience.
SOURCE:
HARRIS
INTERACTIVE,
CUSTOMER
EXPERIENCE
IMPACT
REPORT
2010

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

18. How
can
you
encourage
customers
to…
Buy…
Buy
more...
Buy
again.

19. How
can
you
increase…
TransacTons
Conversions
Traffic
(Traffic)
x
(Conversion
Rate)
x
(Average
TransacTon
Size)
=
{Sales}

20. Best-­‐prac+ces
for
implementa+on
and
ROI
Best-­‐prac+ces
and
ROI
of
in-­‐store
Clienteling

21. Goal:
to
move
customers
along
the
path…
Customer
Client
Friend
First
sale
Repeat
visit
ConTnued
loyalty
Courteous
and
Helpful
Recogni+on;
Gree+ng
Customers
Favorite
IntroducTon
Great
service
Shops
regular
with
you
Get
acquainted
AVer
Sale
Follow-­‐up
Special
things
Good
Service
Permission
to
Contact
for
Call
or
Email
regularly
Address
immediate
needs
In
Store
Events
“Hug
Your
Customer”
Follow
up
New
Merchandise
Invite
to
Special
Events
Thank
You
SaTsfacTon
Follow-­‐up
Personal
call
to
check
on
Invite
into
Loyalty
Program
Loyalty
Offers
Pick
Out
Merchandise
Double/Triple
Point
Cross
Shop
for
customer
RedempTon

22. Define
Best
PracTces
Targeted
MarkeTng,
Catalogues,
etc.
Pre-­‐Sale
Personal
CommunicaTon:
Product,
Service,
Event,
Price
AcTvity
Scheduling
and
Visit
PreparaTon
CollecTng
Preferences,
Lifestyle,
Wish
List
informaTon
During
RecommendaTons,
Up/Cross
Sell,
Personal
Offers
the
Sale
Look-­‐up
History,
Sizes,
Wish
Lists,
and
Preferences
Thank
You
leAers
or
emails
Post-­‐sale
SaTsfacTon
Call,
Consignment
call,
Confirm
Delivery
Follow-­‐up
Share
next
“idea”,
Schedule
next
visit

23. Best-­‐prac+ces
for
implementa+on
and
ROI
Real-­‐world
results

24. 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.

25. How
to
create
a
Clienteling
culture…

26. So,
how
do
you
affect
change…
• InsTtuTonalize
retail
Best
PracTces
• Create
demand
• Educate
about
features
&
benefits
and
have
visibility
• Learn
with
your
customers
• Invest
in
technology
• Build
an
extraordinary
culture

27. Cultural
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

28. Change
must
be
managed

29. Steps
to
successful
implementaTon
Best
PracTces
Alignment
Change
Process
Improvement
Management
Corporate SoV
KPIs
&
CommunicaTon
Training
Monitoring
Strategy
Strategy
Strategy
KPIs
Best
PracTces

30. How
can
technology
support
“best
pracTces”?
How
can
technology
support
best-­‐prac+ces?

31. Before
the
sale
At
a
Glance
Day
Planner
Performance
Outreach
Tasks
Appointments

32. During
the
sale
Client
Profile
Purchase
History
Wish
List
Up-­‐sell/Cross-­‐sell
Availability
Preferences

33. Tools for the manager
Target
MarkeTng
Team
Tab
Reports
Goals
Events

34. Tools
to
engage
aVer
the
sale
Virtual
Closet
Offers/PromoTons
Ecommerce
Social
Networking
Client
Profile
Store
Events

35. What’s
in
store
for
Clienteling
•
Increased
involvement
in
social
media
•
Consistent
experience
•
Tighter
integraTon
to
checkout
•
Self-­‐service
•
Cross-­‐device
experience

36. 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

37. Q&A
CUSTOMER
ENGAGEMENT
MASTERCLASS
1.
Viewer
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2.
Control
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Type
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38. Thank
you
for
aAending
•
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