Clienteling is the method a sales associate uses to build a personal, ongoing relationship with their clients, using what they know to get in touch at the right moment with something relevant. I bring the method, the training and an app that makes it easy to use in store.
When you need it
- The CRM exists but associates do not use it, or only use it to collect emails.
- Sales depend almost entirely on who walks in that day.
- Your best clients live in associates' personal phones, not in the company.
- Campaigns start at head office and nobody follows them through in store.
What I do
From transaction to relationship
I work with the team on moving from a transaction mindset to a relationship one: what to ask, what to note, how to follow up without being intrusive.
Profiling and targeted outreach
I define which information to collect and how to use it to plan outreach around new arrivals, occasions, events and replenishment.
Client rituals
With the brand I create small recurring gestures clients recognise and expect, which give associates a reason to get in touch.
Clienteling app
A custom app for phone and tablet with client profile, preferences, purchase history and outreach reminders. The team uses it in store in a few taps.
How it is measured
We look at how much of sales comes from contacted clients and how often they return, store by store and associate by associate.
Indicators
- Sales from contacted clients
- Repeat purchase rate
- Active clients per associate
- Outreach response rate
A case
Client experience across 100+ doors
American accessible-luxury accessories brand, EMEA network
- NPS
- repeat clients, in the CRM pilot
Frequently asked questions
What is clienteling, in practice?
It is the habit, for each associate, of knowing their clients and contacting them regularly for reasons that matter to the client: a new arrival in their size, a piece that completes a purchase, an invitation. It is not a marketing campaign: it is a one-to-one relationship run from the store.
Do we need software for it?
No, you can start with a notebook. Past the first fifty clients each, a tool becomes necessary to remember what was said and when to call back, and to keep relationships in the company when an associate moves on.
Does the app replace our CRM?
No. The app is the associate's daily tool and can work next to the company CRM. In the first meeting we look at what you already have and decide whether to integrate it or use it on its own.