Luxury menswear retailer boosts conversion rates with advanced clienteling system that facilitates ongoing shopper-associate dialogue
A multifaceted clienteling system pioneered by menswear retailer Harry Rosen exploits digital, mobile, imagery, e-learning and multichannel to amplify customer loyalty while igniting sales associates’ productivity via portfolio management and friendly, in-house competition.
Early results of the advanced initiative will be shared at the RetailConnections Business Executive Summit Feb. 24-26, 2013, in Miami. “Stephen Jackson, chief information officer of Harry Rosen, shared some details with us and I was just knocked out,” said Marc Millstein, president of RetailConnections. “This sophisticated CRM program incorporates all the ‘wish list’ items of retailers seeking to optimize omnichannel and the customer experience.”
Jackson is among a powerful roster of Summit presenters that also includes executives from Meijer, Hudson Group, AutoZone, Walgreen and more.
Harry Rosen’s clienteling initiative incorporates a unique blend of customer-facing tools that invite shoppers to engage with sales associates who know their wardrobe needs, style preferences, budgets and what their closets contain (and lack). Likewise, an arsenal of tools, such as “e-pics” and a companywide image gallery, enable Harrry Rosen salespeople to send clients photos of suggested ensembles to keep the dialogue going between store visits.
At the Summit, Jackson will divulge enhancements that have been made to the CRM program that won Harry Rosen the Gold Sales Effectiveness Award in Gartner and 1to1 Media’s 2012 CRM Excellence Awards.
Behind the scenes, the CRM program features sales productivity tools that enable associates to track their own sales, conversion rates and other metrics to benchmark against top performers in the company. “We are trying to train them in portfolio management,” said Jackson.
“We are also trying to ignite that competitive spirit among associates, comparing them to the next guy up,” said Jackson. “If you are a $750,000 guy, [we’re] showing him what the million-dollar guy is doing — perhaps he is contacting 80% of his client base and you are contacting only 68% of your client base.” Harry Rosen offers e-learning as a method for sales associates to ramp up areas in need of improvement.
Other speakers joining Jackson on the RetailConnections program, include:
• Steve Light, Group VP, Merchandise Operations, Meijer
• Adam Holyk, DVP, Loyalty & Insights, Walgreen
• Gary Macrae, SVP, CIO, Hudson Group
• Deanna Steele, VP, IT Applications, Express
• Lisa Kranc, SVP, Marketing, AutoZone
• Dan Smith, former CIO, Hudson’s Bay Company
• Richard Hastings, Macro Strategist, Global Hunter Securities LLC
Registration for the RetailConnections Business Executive Summit Feb. 24-26, 2013, is open to qualified retail executives and registration via www.retailconnections.com. Discount rates for accommodations at Turnberry Isle Hotel & Resort are available for a limited time, after which rooms at the hotel will be on an as-available basis. Sign up now for this once-a-year senior leadership Summit.
For more information, contact Denise Power, (773) 573-3939 firstname.lastname@example.org or Marc Millstein (914) 620-5947 email@example.com or visit our web site. For sponsorship opportunities, contact LuAnn Hallberg, (814) 516-4965 firstname.lastname@example.org.
RetailConnections serves senior retail executives by hosting events that provide exceptional learning and networking. We believe the value of establishing new business relationships in person far outweighs other forms of communication. In this era when knowledge from all retail departments is intertwined, events that bring together top-level management from every function area deliver the greatest business insights.