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Lost Connections: Your Legacy Data is Walking Out the Door

The work your retail sales associates put into building connected, customer relationships is invaluable. They know details such as customers’ like and dislikes, which collections they were shown on their last visit and sizing preferences. This data not only makes a customer feel cared for, but establishes trust and an emotional connection with your brand. 'This brand knows what I like, they take care of me.'

“Emotionally connected customers are more than twice as valuable as highly satisfied customers. These emotionally connected customers buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more – everything you hope their experience with you will cause them to do.” - Harvard Business Review

So where do these customer insights, the data that makes up the foundation of these connections, go when a valued sales associate leaves? If the information is being captured and retained only by the individual, it’s likely leaving with that employee.

Retailers not embracing mobile technology to capture and access customer information, may have employees resort to alternative methods. Whether it's recording data in a personal notebook or relying on memory, you risk important data from being retained, centralized and easily accessible by all store employees. 

There are retailers asking employees to enter customer details into a database before leaving at the end of the day. However, capturing information after a face-to-face interaction instead of in real-time risks losing important details. A sales associate might their customer bought a cashemere sweater and jeans, but forgot the new bag the shopper also purchased. A small detail, but one that could slowly begin to erode the trust a customer has made with your brand if an employee tries to sell the same bag the next time that shopper returns. 

Manually entering customer information into a central database may also be perceived by the sales associates as an act that undermines their value, making them less essential. They are being asked to share information that helps them bring value and personalize the shopping experience for customers without any way to access this data while assisting shoppers on the floor.

The solution: stop thinking of smartphones as a customer service liability.

Retailers can empower sales associates by transforming their smartphones into scalable clienteling tools that easily collect, centralize and preserve customer legacy data. Further, these solutions are able to look up purchase history and preferences, providing more personalized and meaningful shopping experiences. 

By creating simple and effective ways for employees to capture and leverage important customer data and insights, smartphones should no longer be thought of as a liability, but rather, one of a retailer's greatest assets.  

Discover how retailers can gain insight into data-driven clienteling and transform your the customer shopping experience. Download Scalable Clienteling for the Mobile-First World.

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Editor, The Mobile Retail Blog

Editor-in-Chief of The Mobile Retail Blog with NewStore.

Topics: data

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