What is clienteling, and who is it for?

Clienteling definition: Clienteling is the practice of developing one-on-one relationships with customers and should focus on empowering store associates to engage with customers proactively, intentionally, and most importantly, in a genuine way.

Clienteling has traditionally been associated with high-end retail, but now it’s a relevant strategy for businesses across all sectors. 

The focus has shifted from exclusive, personalized service for a select few to building authentic customer connections on a broader scale. 

This guide will illustrate how non-luxury retailers can effectively implement clienteling to enhance customer loyalty and drive sales.

The evolution of clienteling

Clienteling’s historical association with luxury retail stemmed from its inherent limitations in scalability. Traditionally, this practice relied on individual sales associates recording customer information in personal client books, a process inherently difficult to replicate in high-traffic, non-luxury environments. The rise of online shopping further compounded this challenge, making personalized interactions seem almost unattainable for many retailers.

However, clienteling has undergone a significant transformation, evolving to meet the demands of the modern retail landscape. Digital tools and cloud-based platforms have replaced pen and paper, allowing associates to access and update customer information in real-time, regardless of location. This shift enables omnichannel interactions, empowering retailers to engage with customers both in-store and online.

Essentially, what was once a practice exclusive to luxury brands, due to its resource-intensive nature, is now accessible to retailers across all verticals. 

eCommerce clienteling: Personalizing the digital space

eCommerce clienteling is about bringing the personalized touch of in-store service to online customers. It’s when associates proactively engage via email, text, or virtual appointments, offering assistance to online shoppers, including styling advice, or post-purchase support. 

This approach is particularly beneficial for direct-to-consumer (DTC) retailers who rely heavily on their online presence, as well as retailers with limited physical store locations. It allows them to cultivate strong customer relationships and drive sales even without an extensive brick-and-mortar network. By leveraging digital tools to personalize the online shopping experience, these retailers can create a competitive advantage and foster lasting customer loyalty.

Team-based clienteling: Collaboration over competition

Traditional clienteling, often seen in commission-based luxury environments, is typically built around the concept of individual ownership. Sales associates cultivate their own exclusive client lists, fostering relationships that directly impact their earnings. However, this model can create silos and limit collaboration, which isn’t ideal for most non-luxury retail environments. 

In these settings, a team-based approach, where everyone contributes to the overall customer experience and shares in the success, is more common. Additionally, non-luxury environments often experience higher staff turnover, making 1:1 client ownership impractical. Team-based selling ensures continuity of customer relationships, even when individual associates move on.

Modern clienteling platforms, with their cloud-based systems, are perfectly suited for team-based environments. These tools allow multiple associates to access and update customer information in real-time, ensuring a seamless and consistent customer journey. Instead of individual client books, shared digital profiles enable any team member to pick up where another left off, providing personalized service regardless of who is available.

This approach fosters a sense of collective responsibility and empowers the entire team to build strong customer-brand relationships.

Clienteling applications in different retail verticals

Now that we’ve explored how clienteling can adapt to different retail environments, let’s examine specific verticals and how they can leverage personalized customer engagement.

Beauty: In the beauty sector, clienteling can involve personalized skincare or makeup consultations, where associates provide tailored recommendations based on individual skin types, preferences, and concerns. Offering exclusive tutorials or virtual demonstrations of product application can further enhance customer engagement and build loyalty. Additionally, proactively reaching out with product updates or restock notifications for previously purchased items can drive repeat purchases.

Home improvement: The home improvement vertical sees many high-value repeat customers— professional contractors— who are important to build loyalty with so that they keep coming back. Clienteling in home improvement can also focus on providing tailored project advice, such as recommending specific tools, materials, or design solutions based on individual customer needs and project scopes. Offering virtual design consultations or personalized project planning sessions can help customers visualize their projects and make informed purchasing decisions. 

Accessories: For accessories retailers, clienteling can involve curating personalized collections based on individual style preferences, offering styling tips, and providing exclusive previews of new arrivals. Personalized recommendations based on previous purchases or browsing history can help customers discover new accessories that complement their existing wardrobes. Offering virtual styling sessions, or providing digital lookbooks that are specific to a customer’s style can elevate the customer experience.

Pets: Pet retailers can leverage clienteling by tracking individual pet needs, including dietary requirements, preferred food brands, and grooming schedules. Offering personalized food recommendations based on pet age, breed, and health conditions can build trust and loyalty. Facilitating appointment scheduling for in-store grooming services and sending reminders can enhance customer convenience.

Footwear: The footwear industry, particularly with niche markets like sneakerheads, offers significant clienteling opportunities. Associates can track customer preferences for specific brands, styles, and releases, providing personalized recommendations and early access to new products. Organizing exclusive events or collaborations with local sneaker communities can foster a strong sense of belonging and loyalty.

Home Decor/Furniture: Home decor and furniture retailers can build strong relationships with interior designers and stylists by offering personalized design consultations and product recommendations. Tracking customer preferences for specific styles, colors, and materials can enable associates to curate personalized product selections and project proposals. Clienteling tech can keep track of a customer’s progress room by room, so the retailer can keep them coming back as they work on large projects.

The fundamental principle remains consistent: understanding individual customer needs and providing relevant, personalized solutions. By adapting clienteling strategies to specific verticals, retailers can create more engaging and impactful customer experiences.

Bringing it all together

Clienteling has evolved from a luxury practice to a necessity for all retailers, thanks to digital advancements making personalized customer engagement scalable. 

Modern tools enable eCommerce and team-based clienteling, fostering stronger online and in-store relationships. This approach is adaptable across diverse retail verticals, from beauty to home improvement, demonstrating its broad relevance. 

By prioritizing individual customer needs and leveraging technology, retailers can build lasting loyalty and drive sales. The era of exclusive, pen-and-paper clienteling is over, replaced by accessible, tech-driven, and impactful customer connections.

Learn more

Ready to learn more about how clienteling can transform your business? You’re in the right place.

Tulip Clienteling is loved by the world’s most iconic retailers, including COACH, Saks Fifth Avenue, Tory Burch and Michael Kors. We want to add your name to this list.

Book a demo with our team today to see Tulip Clienteling in action.

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