Merging the digital and offline world!
Creating qualitative relationships is all about empathy. A connection that ensures more involvement and loyalty from the customer. For Retailers often extra complex because instore is a (extra) separate sales & service channel. In many cases this is exactly where the technological infrastructure is lacking to make a personal and empathetic connection. Due to different tools, interfaces and limited separate or even no data sources, central control is often missing. While all touch points with the customer must have the same personal approach. Especially now that the Holidays are just around the corner. How do you bring these worlds together? And which tools do you use for this?
Where in “Digital Innovations in Retail – Part 1” I mainly focused on the importance of integration of social channels and the conversion of social service into sales through social commerce, I emphasize the importance of digitization of the physical stores in this part. Especially with keeping the upcoming busiest time of the year in mind. A season in which a peak and a major boost in turnover is expected. But since last year everything is different. Shops that are too crowded should be avoided, and the expectations of the visiting consumers are high. To meet both challenges, we recommend using at least two digital innovations: 1) scheduling appointments and visits to stores, 2) personally serving the customer in the store by means of data.
1. Plan visits and spread out the peak in stores
To prevent people from entering too crowded stores, feeling unsafe or even having to wait in line at the door, the store visit can be streamlined by scheduling appointments and ‘shopping experiences’. By means of an innovation such as the Salesforce Lightning Scheduler, setting up an online reservation tool is a perfect, seamlessly connecting tool for the Salesforce Platform. As a result, appointments are placed directly in the CRM of the organization, linked to existing or new accounts and cases. In this manner, physical visits are linked to the digital power of data. Several retailers, such as the largest cosmetics retailer in the Netherlands, are already using this Salesforce application, even completely in the look & feel of the brand and integrated into their website.
In short, why should you use a planning tool for streamlining visits to your stores?
- By spreading store visits, personal attention is enabled;
- Customer has the opportunity to give a reason for the visit in advance;
- It enables the customer to avoid the biggest peak;
- Customer data is real-time synchronized and up-to-date due to the integration with the CRM of the company;
- Instore employees have the right information available during the appointment in order to give personal, relevant advice;
- In combination with marketing (cloud) even more relevant customer journeys are being created.
Some advantages of the implementation of Lightning Scheduler for retailers and the deep integration in Service Cloud:
- Fully integrated with Salesforce, which means that you can even involve Marketing Cloud, Customer Service, Instore and many more channels;
- Scalable, as it is developed on a Salesforce out-of-the-box oplossing
- Customizable for every customer, based on the specific wishes and needs.
2. Make instore shopping personal with data
Ok, the customer is planned on the right, relevant moment and the personal shopping experience can take place.How do you ensure that the personal attention is also relevant and spot-on, without a lot of … time and energy into researching the order history and preferences of this single customer? Clienteling is one of the most important and smart solutions for this. This unique VANEIGENS solutions ensures that store employees have access to customer data in the Salesforce Platform via a tablet / application.
To effectively apply clienteling, you need a tool that collects and connects customer data, such as purchase history, preferences, behavior and response data. By making this data available on location, all data is available that enables proactive service and full support for the customer. Via our VANEIGENS Clienteling App, a native application on the Salesforce platform, sales employees in the stores provide a more targeted service and build a long-term relationship. This App can also be expanded with other functionalities and services, such as real-time stock management and your own loyalty program. Read all about our own VANEIGENS Clienteling solution in a previously written article.
Breng de digitale en fysieke wereld samen
In order to offer the best possible customer experience and to increase loyalty, digital innovations such as Clienteling and Scheduler offer seamless solutions. These innovations are all about connecting the power of digital business with the delivery of personal service that we know from the physical stores. So make sure you’re on time for the Holiday season or the January Sale and optimize your customer service, marketing and sales from one and the same vision.
Would you like to know more about the added value of VANEIGENS for your organization in respect to CRM, personal communication, customer experiences and instore data enablement? Contact me via firstname.lastname@example.org or directly make an appointment via our website.