Calling Mrs. Maisel! Retail Clienteling is Cutting Edge (Again)
Clienteling has evolved from a cumbersome, manual hustle reserved for high-end brands into an accessible, scalable retail tactic. To take full advantage, retailers need to let go of old ways of thinking about store productivity and the crucial new roles store associates play.
Carol’s guest, Casey Drake, is the VP of Sales for Endear, a retail CRM and clienteling platform that hits the sweet spot where high tech drives high-touch experiences. Casey is a self-described “sales and customer service nerd” who brings a fresh and timely perspective on the future of customer engagement.
This episode wraps up Carol’s People Powered Retail series where Casey and Carol pick up from their NRF 2024 chat during KWI’s Retail Re-Stored series.
Episode highlights:
Why personalization might not be all it’s cracked up to be (and what could be even better).
How new handoffs between technology and people power can add exponential reach.
Why stores need fresh metrics and attribution models to reach their full potential.
The game-changing impact of borrowing B2B tactics for B2C.
KEY EXCERPTS
Everybody in retail is focused on personalization. I think it's about relevance, not personalization. It's about reaching them at the right moment in time rather than knowing a billion things about them and then showing them in a message that you knew those billion things about them.
The number of platforms and options out there is incredible. And the response from retail brands is to just keep stacking. We call it a “tech stack” for a reason. They are just keep piling things on top, and I think it takes people at the core to get the most use and the most value out of technology.
Whether a sale happens in your online web channel, whether it goes through your buy now-pay later channel, your resale channel, the channel that sale is going through shouldn't matter. What should matter is how that sale gets attributed.
As an associate, it’s empowering because I know I will get credit for that sale regardless. It doesn't matter if they leave the store and go buy online. I still get that.
