CHICAGO – September 14, 2015 – Retailers are not tapping into the full potential of their available customer data in order to identify and engage their most valuable customers. This is despite the fact that retailers have more online and offline data about their customers at their disposal.
Yes Lifecycle Marketing commissioned Retail TouchPoints to survey nearly 200 retailers to find out more about their clienteling strategies and how they utilize data and technology to engage customers at the store level. The study, Engaging Customers Across The Lifecycle Journey: How Clienteling Helps Enhance Customer Relationships, also found 42 percent of retail store associates know very little – if anything – about their most profitable customers in order to engage with them effectively. Another quarter of respondents admit that employees only have high-level information on customers such as name, address and past purchases.
“Clienteling leverages omnichannel customer data to create personalized customer experiences,” said Michael Fisher, president, Yes Lifecycle Marketing. “By utilizing clienteling best practices, retailers can drive more in-store traffic, engagement, sales and loyalty.”
These additional findings highlight the need to further implement clienteling strategies:
- 13 percent of store associates currently have access to customer data to ensure a successful in-store customer experience.
- 43 percent of retailers leverage social media for customer service.
- 36 percent of employees use past purchase history to personalize their interactions with customers.
- 35 percent of retailers send personalized messages and recommendations across channels.
“In an increasingly mobile world, it is in a retailer’s’ best interest to focus on the omnichannel experience,” said Mike Iaccarino, CEO and Chairman of Infogroup. “Retailers need to propel their clienteling efforts by employing integrated marketing technologies in order to derive actionable insights from all their customer data points.”
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About Yes Lifecycle Marketing
Yes Lifecycle Marketing is a solution provider that brings together multichannel marketing platforms and data, with creative and strategy services honed on the optimization of delivering relevant marketing messages. This gives marketers the ability to source best-of-breed technology and creative and strategy services from a single vendor at a cost-effective price point. To learn more about how Yes Lifecycle Marketing can help you improve your lifecycle marketing capabilities and increase the ROI of your marketing programs, call 1-877-937-6245, email email@example.com or visit www.yeslifecyclemarketing.com.
Infogroup is a marketing services and analytics provider that delivers best in class data-driven customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 235 million individuals and 24 million businesses, which is distributed real-time to our clients. For more information on Infogroup's marketing and data solutions, visit www.infogroup.com.