Whether you're selling beauty products, furniture, or wellness items, the principles of clienteling can significantly enhance customer loyalty and drive sales. But implementation is often challenging, especially at scale.
Clienteling is all about relationships and creating personalized experiences
How can brands employ clienteling to transform their business?
Parla CEO Jamila Jamani explored the world of clienteling with Julian Farrow, an expert in high-end clienteling who has been a Senior Consultant to a number of luxury hotel brands including the Kulm Hotel St. Moritz, the One & Only, the Mandarin Oriental Hotel Group, Burberry, DAMIANI, Vacheron Constantin, Loewe and many more to gain insights into how brands can effectively implement clienteling strategies.
What is Clienteling?
Clienteling is all about relationships. It's about knowing your customers' needs and preferences and using that information to create personalized experiences. This approach works whether you operate online or through physical stores. Online platforms might use algorithms to recommend products, while high-end retailers might employ personal shoppers to cater to their clients' specific tastes.
Retention and Acquisition: The Dual Benefits of Clienteling
Clienteling isn't just a tool for retaining customers; it's also a powerful way to attract new ones.
For retention, the goal is to deepen engagement with the brand. Personalized interactions make customers feel valued, encouraging them to return and spend more.
On the acquisition side, showcasing your unique, high-touch service can attract new customers who are looking for a special shopping experience.
Clienteling is for both customer acquisition and retention
Scaling Clienteling Without Losing the Personal Touch
One big question is how to scale clienteling without diluting its benefits or overwhelming your team.
While personalized service traditionally requires a dedicated staff, technology can help. CRM systems and clienteling software can automate and personalize interactions, ensuring that each customer feels special without requiring a massive staff increase.
Is Clenteling Only for Luxury Brands?
High-margin products, typically found in the luxury sector, can easily justify the cost of personalized clienteling efforts. Their high price points and margins allow brands to invest in dedicated clienteling teams to foster strong relationships and enhance customer loyalty. However, for lower-margin products, such extensive clienteling may not be financially viable, making it crucial to balance the cost of clienteling initiatives with the profitability of the product.
But as Julian said, effective clienteling really boils down to "making sure customers feel the love, that they're being cared for, that they know where they can go if there's a problem."
Clienteling isn’t just for luxury brands. Mid-market retailers can also benefit. Ensuring that staff are knowledgeable about products and provide exceptional service can create memorable shopping experiences that drive loyalty. Using tools like WhatsApp for quick, personalized communication can also enhance engagement, allowing for more immediate and informal interactions.
If brands adopt this attitude, there is a broad range of options to allow for effective clienteling solutions, at any margin and price point.
Clienteling can take on many forms - knowledgable staff, warm customer service
Building Brand Connections Vs. Individual Relationships
Another challenge is making sure customers connect with your brand, not just individual staff members. Julian emphasized the importance of a consistent approach across your team, where everyone embodies the brand's values and service standards. Training and internal communication are crucial. Creating robust handover processes ensures that customers continue to feel valued even if their primary contact changes.
Keeping skilled staff in clienteling roles is vital, as they are key to maintaining strong customer relationships. Competitive compensation is important, but Julian highlighted the necessity of creating a positive work environment where employees feel valued and motivated. Offering career development opportunities and recognizing exceptional service can help retain top talent.
At Parla we prize customer experience above all else! So, we always ask our guests about their personal favorite customer experience.
Julian’s comes from a stay at One & Only Palmilla in Cabo, Mexico. The resort's staff anticipated guests' needs intuitively, offering solutions before requests were even made. This level of service, where staff discreetly observed and met needs, sets a benchmark for what exceptional clienteling should look like. It’s a reminder that great service is about anticipating needs and making every interaction seamless and memorable.
Julian’s insights show that clienteling is about creating meaningful connections between brands and customers, making them feel valued and understood. By leveraging technology and focusing on personalized interactions, brands across all sectors can enhance loyalty and drive long-term success. Whether through high-touch in-store service or personalized online interactions, the principles of clienteling can transform the customer experience and set your brand apart in a crowded market.
The next time you think about improving your customer service, remember: it’s all about building relationships.
Happy clienteling!
Watch the full conversation here.