Luxury retailers have long invested in crafting premium in-store experiences, with a strong emphasis on personalized service delivered by their most valuable asset: sales associates. However, as consumer shopping habits evolve, the challenge lies in replicating this high-touch experience online.
1. Bridging In-Store Expertise with Online Shopping
Retailers now have a game-changing opportunity: enabling store associates to drive online sales. In fact, real-life sales associates outperform any other selling channel in conversion rates. For example, at Saks Fifth Avenue, associates can create personalized versions of the retailer’s website, allowing customers to shop online with the same level of service they receive in-store. At Salesfloor, we created Storefronts, allowing individual sales associates and local experts to display their top picks.
This innovative approach empowering associates to curate products, has shown a 75% increase in average order value from customers who purchase directly through associates. Moreover, this approach has been successful in making sales associates feel more engaged in their work. This also allowed them to be rewarded for sales, even on the days they were not physically in-store. Which in turn, is reducing attrition.
2. Personalized Service Is Transforming E-Commerce
Customers expect the same high-touch, personalized service online that they receive in physical stores. The best way to deliver this? Connect online shoppers with local store associates who have deep product knowledge and selling expertise. By bridging this gap, retailers can increase conversion rates, enhance customer relationships, and differentiate their online shopping experience. One of the key ways to do this, is to implement web touch points such as live chat and the ability to take appointments in-store or virtually.
Retail giants such as Bloomingdale’s are already leveraging this strategy, leading to a 10x boost in online conversions.
3. Empowering Associates as Digital Marketers
Your store associates understand their local customers better than anyone. With the right tools, they can market directly to their clientele, offering personalized recommendations and exclusive deals. A great way to scale result is to implement a global system of communication, personalized to cater to individual clients in a more relevant way than the usual company newsletter. This is made possible when companies start tracking user profiles.
One of our client’s menswear advisors sent tailored email marketing messages, open and click rates surged by up to 300%. Customers prefer receiving personalized communication from their trusted sales associate rather than generic, nationwide promotions.
4. Turning associates into Virtual influencers
Retailers are building communities of digital sellers who promote products within their social and local networks. Equipped with their own personalized e-commerce platforms, these virtual associates serve as brand ambassadors, driving engagement and sales. By leveraging social media on a local format, retailers have seen growth in their consumer-base engagement. The quality of the perceived relationship becomes stronger as they feel they have an approachable face to put on the brand.
Imagine stylists and personal shoppers having access to an entire luxury department store’s assortment—connecting with customers seamlessly across digital and physical channels.
Humanizing E-Commerce for Higher Conversions
Over the past year, customers have shown a clear preference for personalized online shopping experiences, and retailers have realized just how valuable store associates are in driving online revenue. The result? Higher incremental sales, increased conversions, and stronger customer acquisition.
Are you ready to transform your online sales strategy by leveraging store associates and clienteling solutions? Contact our sales experts today to learn how.
