Imagino：2024客户关系管理报告：实现线上线下无缝购物体验（英文版）（11页）.pdf

1、1imagino Explains.ClientellingRealising the seamless stitching of instore and online experiences2ContentAll inspiration starts with coffee.Who is Clientelling for?De-constructing the process Why is it still so difficult?Whos doing it(well)?Adding value for the customerWhere to start345 6 89103All in

2、spiration starts with coffee.You walk into your local coffee shop,the barista recognises you and says“Hey,Ill get that oat latte going,and you need to try our new almond croissant,Ill bring one,have a seat!”.There is something extremely pleasant in being recognised as a faithful customer and treated

3、 as such.A fascinating study from the University of Texas puts this down to two things.1.Youre not just getting what everyone else is getting.Instead,youre getting something tailored to you.And because of that,it makes you feel more in control.Dare we say,more important?Is this a taste of the VIP li

4、festyle?2.Good personalisation can reduce information overload.By offering me my usual coffee,and suggesting a new croissant,the need for me to stare vacantly at the patisserie on offer is significantly reduced.Whether we buy into the study above or not,we know that personalisation works.And consume

5、rs dont just mean online personalisation.According to McKinsey,75%of consumers say that making online and instore experiences easier to navigate is the most valuable aspect of personalisation.Great instore experiences cannot be ignored.On top of improving brand perception,it is the type of experienc

6、e that increases loyalty and ultimately,revenue.34You might argue that this isnt for every brand,and I wouldnt disagree.Many brands have focused on growth through consistency of service rather than through unique personalised experiences.Being able to get the same burger in every corner of the world