Clienteling. Did you just ask yourself, “Is that a real word?” It’s not only a real word, it’s the concept that could take your store to the next level when it comes to building customer loyalty.

Clienteling zeroes-in on those who bring you the most value

You return the favor by zeroing-in on them. Because let’s face it, your top clientele is your most valuable clientele. They shop more often and spend more when they do. Retaining these customers brings a far greater return than the time and effort you invest in trying to attract new customers. Seven times greater, according to retail experts.

It’s a variation of the 80-20 rule. In this case, 20% of your customers generate 80% of your revenue. Maybe more. So it pays to adopt key clienteling strategies:

• You can’t target your top customers until you know who they are. Track purchasing to look for patterns. Then you can target promotions effectively and make in-store upselling and cross-selling recommendations that are spot on.
• Put names to faces, so you can greet key customers personally. Ask about their hobbies, etc. to further personalize your connection with them (and perhaps find additional ways to sell to them).
• Incorporate technology such as interactive kiosks within your store, to make it easier for key customers (and those you hope will become key customers) to personalize their in-store experiences.
• Think about how you can make shopping more convenient, or faster, for key customers.
• Include social clienteling in your strategic mix. Social media interactions are pervasive these days, and it’s impossible to build strong customer relationships without them.
• Follow up, because keeping in touch keeps you top of mind. Send a thank-you email after each sale, mail a birthday card with discount, text an exclusive invitation to a special event.
• Make it fun. We all like to be pursued, but no one wants to feel stalked. Customers know you’re “clienteling them,” and they’ll love you for it as long as they benefit. Talk about a win-win!

It’s your key customers who will grow your business. Clienteling allows you to focus on them in ways each of them will truly appreciate. That strengthens their loyalty to your store because they can see you’re loyal to them.