Specialty apparel retailer Veronica Beard launches mobile clienteling
Veronica Beard is deploying a single, streamlined solution for personalized customer interactions and remote sales.
The U.K.-based global specialty apparel retailer is rolling out the modular, mobile-first omnichannel cloud platform from NewStore. Veronica Beard specifically selected NewStore to support enhanced omnichannel operations because it offered integrated mobile POS and order management capabilities, including native clienteling functionality lacking in its previous store system.
Previously, sales associates had relied on maintaining a list of customers within their personal mobile devices. With NewStore, the company can operate a single, streamlined solution for personalized customer interactions and remote sales.
Associates leverage the NewStore associate app to send SMS messages to a curated list of shoppers, inviting them to gather and shop the latest collection. The retailer often sends these texts during quieter selling periods, maximizing use of employees’ time even when store traffic is temporarily slow.
In September 2023, during a month featuring multiple in-store events for its fall releases, Veronica Beard ran a dedicated clienteling program which produced positive results. Every fourth interaction between an associate and a customer led to a successful sale, marking a 35% conversion rate with 87% of these sales occurring in-store.
In addition, Veronica Beard reports that customers who engage in clienteling interactions have a higher average order value (AOV) compared to those who do not have these kinds of interactions with associates. Since the program’s full adoption in June through September 2023, clienteling has contributed to a 1.26x increase in AOV.
The company also says it can attribute 9% of all store sales that occurred between this time period to store associate clienteling efforts. In partnership with NewStore, Veronica Beard strategically chose systems integrator RedIron to manage the project, including cost estimation, implementation, maintenance, and support.
“NewStore has helped us standardize our clienteling efforts across all stores with its built-in clienteling tool,” said Jessica Likovich, CRM manager, Veronica Beard. “We now have access to store and associate level data that demonstrates the value of clienteling – through higher AOV, conversion, and store sales – to our associates, which is key to building a successful clienteling program.”
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