Clienteling has dominated the luxury retail space for many years. It is also becoming more relevant in today’s digital transformation. At Confer With, we answer the burning questions surrounding clienteling.
We will cover…
- What is Clienteling?
- What is the difference between clienteling and customer service?
- What are the benefits of clienteling?
- The Power of Personalization and Customer Trust
- Clienteling examples
- The Evolution of Clienteling: Bridging the Digital Divide
- Leveraging clienteling with live video shopping
- Integrating Clienteling with Overall Business Strategy
What is Clienteling?
Clienteling seeks to establish meaningful relationships between the retailer and the customer. This is achieved by empowering sales associates with real-time data based on the customer profile. This includes:
- Past purchases
- Needs
- Wants
- Interests
Often achieved using an in-store app, the retailer can aim to offer a truly personalised experience to the customer.
“Effective clienteling is part of a complex journey. In essence, it transforms your customer journey into something personalized. To accomplish this, clienteling tools rely on client data, such as purchase history and personal information. The end goal is to increase customer lifetime value.” – Salesforce
There is also an approach called virtual clienteling. Customers relate more to a holistic approach to e-commerce, and although data is key to making informed decisions, having a human speak to a human drives successes in virtual clienteling. The technology-led approach is allowing retailers to meet their customers across all types of digital touchpoints in meaningful ways. Be sure to check out our article on 5 reasons why virtual clienteling is important.
Clienteling and customer service share a common goal: to identify the needs of the customer and deliver a solution, resulting in a closed sale. In short, customer service can help achieve KPIs, push promotions, and increase the average order value of the basket.
However, retailers utilising customer service as their only tool can encounter barriers. Boston Retail Partners suggested that 63% of retailers struggled to identify their customers before approaching the till. A further 20% were unable to identify them at all.
That is the key difference between customer service and clienteling
Customer service relies heavily on face-value information, whereas clienteling can equip sales associates with the powerful knowledge to enhance the customer journey.
Nordstrom, Wish Lists and Reserved Dressing Rooms
The large American store chain, Nordstrom, delivered exceptional clienteling by investing in retail technology. Customers can use the retailer’s mobile app to create wish lists and reserve a dress fitting appointment; a clever way to banish frustrating queue times.
This is a strong case of clienteling being a two-way relationship between the retailer and the customer. Nordstrom understands consumers preferences and needs; the consumer praises the effortless experience.
What are the Benefits of Clienteling?
Clienteling has the following benefits for retailers:
- Repeat business
- More customers
- Opportunities to upsell
- Deliver a personalised and enhanced experience
This model has enabled businesses to focus on high-value customers who cost less to target, and ultimately buy more. Using clienteling data, data collection can increase by up to 300% and retention rates by 200%.
With store closures still occurring in 2025, is clienteling still relevant?
YES.
According to Salesforce, 81% of UK consumers suggested visiting a physical store is an essential part of their shopping experience.
Research for RetailEXPO also concluded that almost two out of three (64%) of shoppers say that knowledgeable sales associates make them more likely to visit a physical store, and three out of four (75%) of shoppers are likely to spend more after receiving high quality service from staff in-store.
The Power of Personalization and Customer Trust
The significance of personalization in clienteling cannot be overstated. Personalization goes beyond mere customer recognition; it involves understanding and anticipating the unique needs, preferences, and behaviors of each customer, thereby fostering a deeper sense of trust and loyalty. This shift towards more personalized interactions has profound implications for customer satisfaction, loyalty, and ultimately, the overall success of a retail business.
Personalization as a Catalyst for Customer Loyalty
The crux of effective clienteling lies in personalization. A report cited by ROI Call Center Solutions reveals that an overwhelming 86% of consumers are willing to spend more with companies that offer personalized experiences. This statistic underscores the direct correlation between personalization and customer spending behavior. Furthermore, more than half of consumers now expect all their interactions with a brand to be personalized, with a significant 76% seeking some level of personalization throughout their buying journey.
Personalized interactions and recommendations do not just enhance the customer experience; they also significantly increase the likelihood of purchase, upselling, cross-selling, and repeat purchases. This comprehensive approach to personalization contributes to a cycle of satisfaction and loyalty, reinforcing the customer’s decision to return to a brand.
Building Trust through Personalized Clienteling
Trust is a fundamental component of any customer relationship, and personalization plays a key role in establishing and nurturing this trust. Personalization demonstrates to the customer that a brand values and understands their individual preferences and needs. This level of attentiveness and care contributes significantly to building a trusting relationship.
Clienteling Tools and Data-Driven Personalization
Effective clienteling in the digital age requires a specific set of tools that enable businesses to leverage detailed customer data. Unlike traditional customer service tools, clienteling tools are designed to strengthen customer relationships through in-depth data analysis, allowing seamless access for all customer-facing employees. This access enables the delivery of automated, targeted messaging based on customer behavior and personas, thereby ensuring that each interaction is both relevant and personalized.
Clienteling Examples
Ralph Lauren and Virtual Appointments
Clienteling has dominated the luxury retail landscape for years. They know what high-value customers want and how to deliver. Ralph Lauren is a prime example of adapting to the shift in buying behaviour.
For instance, they offer virtual appointments and live stream selling, achieving exceptional results. Patrice Louvet, CEO of Ralph Lauren, said:
“Virtual appointments have driven double the spend versus our average consumer transaction”
Prior to the pandemic, up to 85% of beauty-product purchases were made in-store. The market then saw around 30% of their stores being closed.
Firstly, L’Oréal’s Tap and Try enables consumers to browse a number of beauty and care products on the website. Using AR technology, it can recommend products to which consumers can have a ‘virtual try-on’. Online ambassadors are available to help with choosing a product, enhancing the customer journey and empowering ambassadors with preferences and interests.
Secondly, an additional feature, ‘Signature Faces’, integrates with platforms like Snapchat and Instagram. It allows users to select predefined filters, escaping the ‘just got out of bed’ look.
Those two examples demonstrate the mission to humanise the virtual shopping experience. Humans thrive on social interaction and this behaviour filters down to the shopping experience.
The Immersive store by OWAY
OWAY, an agricosmetics brand, faced the challenge of demonstrating the tactile essence of its products in a direct-to-consumer model, essential for their organic, plastic-free offerings. Traditional retail wasn’t an option, necessitating an innovative approach to convey sensory experiences online.
The immersive stores are purpose-built visual studios in Bologna and Amsterdam that cater specifically to the needs of enhancing the personal shopping experience over video.
The Confer With platform was integrated into the visual studio to offer personalized service, facilitating a unique, consultative shopping experience.
“Having the catalogue visible while we talk about the product has transformed the way we connect with our clients, offering a complete, immersive retail experience that is both intuitive and engaging.” – Malvina, Physical Store Manager and Retail Coordinator, OWAY.
The Evolution of Clienteling: Bridging the Digital Divide in 2025
The concept of clienteling, traditionally rooted in personalized, face-to-face interactions between store associates and customers, is now embracing the digital realm. This shift is not merely a response to technological advancements but also a strategic move to meet the changing preferences and behaviours of today’s consumers.
Embracing Virtual Clienteling
The onset of the digital era has given rise to what is now known as ‘virtual clienteling’. As reported by Endear, the current retail environment is heavily influenced by digitally savvy shoppers who often engage in extensive online research before making purchases. This trend necessitates a proactive approach to clienteling that extends beyond the physical store. Virtual clienteling integrates digital tools and platforms, enabling retailers to provide personalized shopping experiences remotely. For example, sales associates can now use CRM data to send targeted email or SMS messages to customers, suggesting products based on their purchase history and preferences.
The Role of Digital Tools and Online Platforms
A key element in the evolution of clienteling is the adoption of digital tools and platforms that facilitate personalized customer interactions. These tools range from CRM systems that store valuable customer data to advanced technologies that enhance the in-store shopping experience. Brands are increasingly leveraging technologies like augmented reality (AR) and mobile apps to provide a more interactive and engaging customer experience. An illustrative example of this is L’Oréal’s use of AR technology, allowing customers to try on makeup virtually, thus bringing a high-end boutique experience into the digital domain.
From In-Person to Digital: A Seamless Transition
The transition from traditional to digital clienteling is not about replacing one with the other but rather about creating a seamless integration of both. The aim is to provide a consistent and personalized experience across all channels. This approach is exemplified by Nordstrom, which has successfully integrated its mobile app into its clienteling strategy. Through the app, customers can build wish lists, reserve items, and even have their fitting room prepared before they arrive at the store, bridging the gap between online and in-store experiences.
The evolution of clienteling represents a significant shift in retail strategy, one that acknowledges the importance of digital engagement in creating personalized customer experiences. By bridging the digital divide, retailers are not only responding to the technological advancements but also aligning themselves with the modern consumer’s shopping journey. This digital integration is key to building stronger customer relationships and ensuring a more dynamic and responsive retail environment.
How can your business utilise enhanced video commerce to create meaningful customer relationships?
Digital transformation to video has happened at lightning speed and even though there will be a bounce back to in-store shopping experiences, the virtual space is here to stay.
Confer With allows a shared virtual basket between the expert and customer, meaning familiar human interactions like ‘let me take this to the till for you’ can be achieved. Similar to streaming, one-to-one or one-to-many service is made available too.
However what ties clienteling and the enhanced customer journey is the option to suggest alternatives, accessories and promotions, whilst having access to real-time data including stock levels.
An influx of traffic going to a website’s chatbot results in limited personalisation to actual customer needs, meaning unhappy customers.
Using Confer With can enable your business to schedule appointments, suiting the customer’s preferences and increasing transparency.
Above all, it is a way to empower your experts with knowledge, control and job satisfaction.
You can see benefits which appear in clienteling:
- Repeat business from remote customers
- More customers who can’t make it into the store
- Opportunities to upsell
- Deliver a personalised and enhanced experience
Bridging the gap between brick-and-mortar stores and the virtual space is a way to tap into consumer demand and if 4 in 5 consumers prefer in-store experiences, video commerce is the way forward.
Clienteling offers a personalised service between the retailer and the customer. Often happening in-store using mobile apps, the pandemic has encouraged business owners to think outside the box and take it online.
In contrast, Confer With takes it one step further by integrating a seamless shared virtual basket experience; humanising the missed social interaction between the expert and consumer.
Integrating Clienteling with Overall Business Strategy
Integrating clienteling into the broader business strategy of a retail organization is crucial for achieving a cohesive and customer-centric approach. This integration involves aligning clienteling efforts with other key aspects of the business, such as marketing, sales, customer service, and especially digital initiatives like live commerce, which represents the digitization of clienteling.
Live Commerce: A Key Component of Digital Clienteling
Live commerce, an innovative blend of live streaming and e-commerce, has emerged as a pivotal aspect of modern clienteling strategies. It represents the digitization of clienteling by combining the personal touch of in-store shopping experiences with the convenience and reach of online shopping. Live commerce allows retailers to engage with customers in real-time, offering live demonstrations, product showcases, and instant customer interaction. This format is especially effective for personalizing the shopping experience, as it allows sales associates or brand representatives to respond directly to customer queries and preferences during the live session.
Aligning Clienteling with Marketing and Sales Strategies
Integrating clienteling with marketing efforts involves using customer data to inform and tailor marketing campaigns. By understanding customer preferences and shopping behaviors through clienteling tools, retailers can create more targeted and effective marketing strategies. Similarly, sales strategies can be enhanced by using clienteling data to understand the products and services that are most likely to appeal to individual customers, thereby increasing the chances of successful upselling and cross-selling.
Enhancing Customer Service with Personalized Interactions
Clienteling should also be integrated with customer service operations. By leveraging the detailed customer profiles and histories used in clienteling, customer service teams can provide more personalized and effective support. This approach ensures that all customer interactions, whether for sales or support, are informed by a comprehensive understanding of the customer’s preferences and history with the brand.
Operational and Technological Integration
For clienteling to be effective, it needs to be seamlessly integrated into the operational and technological infrastructure of the organization. This means ensuring that clienteling tools are compatible with existing CRM systems, e-commerce platforms, and other digital tools. The goal is to create a unified system that provides a consistent and comprehensive view of the customer across all touchpoints.
Conclusion
Integrating clienteling into the overall business strategy is essential for creating a unified and customer-centric approach to retail. By incorporating elements like live commerce, aligning with marketing and sales strategies, and enhancing customer service with personalized interactions, retailers can create a more engaging and effective shopping experience. This integration not only benefits the customer but also drives business growth by fostering customer loyalty and increasing sales opportunities.
