Burberry and Ulta Beauty Mobilize with Clienteling
Angela Ahrendts, the Apple executive and former Burberry CEO, is known for using technology to break down the silos between on-line and brick-and-mortar sales. This is a challenge facing many Retailers today. As the market shifts toward empowered consumers, Retailers are differentiated by personalized service. With Nielsen’s Q12014 report that “for the first time, a majority of Americans of all age groups own smartphones,” what better place to deliver personalized service than through a mobile app?
As this video from Burberry illustrates, clienteling is a powerful force driving retail sales. While clienteling is not a new concept, it is key to delivering personalized service. Ulta Beauty is an example of a company utilizing this strategy. Their mobile app is designed for clienteling and offers two key functions:
Benefits of a mobile clienteling solution include the opportunity to engage consumers – 1-to-1, in the moment – and to streamline the shopping experience. As an example, by allowing me to note favorites seen in InStyle, showing my loyalty credits, and suggesting popular products based on my profile, the app improves my experience. By making it easier for me to purchase products I want, need, or just love, Ulta builds loyalty with me.
Mobilizing the employee experience
Retailers also gain operational efficiencies, such as real-time access to consumer profiles and improved employee satisfaction. A store associate with access to my purchase history as well as favorites can provide more personalized service to me. With the Nielsen study’s findings that “consumer usage of phones is rapidly shifting toward increased screen time with entertainment and social media,” personalized services enable retailers to compete for our attention.
While clienteling is one facet of a personalization strategy, these two use cases from Burberry and Ulta Beauty show how companies can engage empowered consumers. At NRF 2015, Ulta Beauty offered a behind the scenes view with live makeovers to illustrate how their app delights consumers and empowers associates. Watch this video to learn more about Ulta Beauty’s outlook for the future and how cutting edge IT helps them run simple.