NEWSTORE RETAIL ACADEMY

Clienteling - Omnichannel

Wish Lists Are a Piece of the Clienteling Puzzle

By Marcus LaRobardiere - February 7, 2018

Wish lists were a lot easier as a kid. Write down what you want, pin it to the refrigerator, and if you don’t get it, throw a temper tantrum and you’ll have it in a couple of hours. At least that’s how it worked in my household. As adults, wish lists take the shape of new clothing styles and looks from your favorite retail brands, a wedding registry, Pinterest boards, and more. The biggest and most frustrating difference between childhood wish lists and the ones we make as adults on our couch in sweatpants is that the latter largely goes unseen by anyone else.

It’s fairly common for consumers to add items to their shopping cart or wish list online, and then go in-store to try those particular items on and see what they look like in person. According to Forrester, 34% of consumers prioritize shared carts for online and in-store purchases as a core omnichannel shopping capability. Translation: consumers expect basic clienteling functions like looking up shopper preferences to create a personalized shopping experience. And to be fair, it’s in the best interest of retailers to do so considering this can lead to more up-sell and cross-sell opportunities.

However, results from our Omnichannel Report tell a different story. Only 7% of store associates can view customers’ wish list or shopping cart in-store through a mobile device or tablet. Why does this matter? Retailers need to put their store associates in a position to save the sale. Simple customer lookup and visibility into a wish list can be the difference between capturing that transaction in-store and providing additional recommendations based on that particular item, watching them leave the store without making the sale.

To see more data around omnichannel retail and clienteling, download your free copy of the Omnichannel Report today.