5 In-Store Mobile Clienteling Apps to Watch in 2022
Fashion companies invested 1.6% to 1.8% of their revenues in technology last year, with the expectation that the figure could rise to 3.5% by 2030. Across the board, multi-location retailers in every vertical — from sportswear to home goods — are upping their investments in technology designed to support customer-facing activities and improve the in-store shopping experience.
As they bridge the gap between online and offline channels, retailers are looking at in-store mobile clienteling apps to reduce friction when store associates serve customers on the sales floor. In-store mobile apps have also been shown to boost customer loyalty, reduce customer pain points, and increase the time customers spend browsing store aisles.
Clienteling apps provide a 360-degree view of customers from any mobile screen, so associates can access information like current wishlists, past purchase histories, loyalty status, and product preferences while customers are still in-store. For luxury retailers, especially, having information about customer preferences and purchasing habits is a way to establish long-term relationships.
According to new data from McKinsey & Company, more than 60% percent of fashion executives believe creating “integrated digital processes” throughout their organizations will be among the greatest areas for digitization in the coming years. Digitally enabled value chain solutions could lead to an 8% increase in full-price sell-through.
As the retail technology space continues to evolve, here are five in-store mobile clienteling apps poised to reshape the physical retail landscape in 2022 and beyond.
1. Red Ant
One of the best-known clienteling apps in the retail space, Red Ant works with major brands in the beauty, footwear, home, jewelry, and luxury sectors. The company’s clienteling apps equip store associates with tools, content, and insights to deliver personalized customer experiences, both in-person and in virtual settings. Like other platforms on this list, Red Ant’s software can be setup to provide associates with a complete view of each customer, including purchase histories, wish lists, sizing, and communication preferences. The company uses machine learning to understand customer behavior and purchase lifecycles, so store associates can more confidently recommend products and services to shoppers at the moments when they’re most likely to convert. Red Ant’s platform also includes a chat screen where associates can send messages to shoppers via their preferred channels, including text message to WhatsApp.
PredictSpring’s store associates app leverages more than 50 modules to customize and personalize the information associates have access to on the sales floor. Associates can type in a customer’s name to see their complete purchase histories, loyalty status, product wishlists, and shopping preferences. They can also use Personalization Quizzes to collect even more information from customers while they’re shopping or through the retailer’s consumer-facing apps. When shoppers are ready to try on their items, associates using the PredictSpring app can quickly see which fitting rooms are available and manage customer requests for different sizes or styles in real-time. PredictSpring clients include fashion-focused retail brands like Steve Madden, HD Buttercup, and Deciem.
NewStore’s omnichannel platform includes a POS, OMS, inventory, and fully-integrated native consumer apps. The company’s clienteling app runs on the iPhone. Associates with the mobile app can access inventory information on the sales floor, quickly placing online orders when a particular size or color is out of stock in-store. Associates can also process transactions with mobile checkout features and sign customers up for store loyalty programs on the fly. NewStore works with a number of top direct-to-consumer retailers and multi-location brands, including Marine Layer, Outdoor Voices, and Burton.
Tulip is the only company on this list that specializes in working with luxury retailers. The company’s in-store mobile clienteling app works like many others, giving store sales associates a way to review customer preferences and past purchase histories from any mobile device. Tulip’s solution goes deep in its customer profiles, which associates can filter to include qualitative preferences (like colors or fit), along with upcoming personal events or details their VIP clients have mentioned during previous interactions. Associates can also follow up with loyal customers personally through the mobile app, a practice more common among luxury retailers than traditional retail brands. Tulip clients include Tory Burch, Coach, and Michael Kors.
5. Mad Mobile
Mad Mobile’s in-store mobile clienteling app includes all the basic features for sales associates, like the ability to view customer profiles and purchase histories. Where Mad Mobile differentiates itself is in its focus on self-service tools for customers. The company offers digital signage kiosks where retailers can post personalized, content-rich experiences for customers. Customers using in-store kiosks are then able to request items be brought to their fitting rooms or chat directly with associates to ask questions and make requests in real-time. A feature called Blackbook gives associates a way to build email lists, manage follow up communication with customers, and set up virtual or in-store appointments. Mad Mobile’s retail clients include Ralph Lauren and Pandora.