Introduction

Clienteling is the practice of building one-on-one relationships with customers, empowering retail staff to engage proactively and genuinely with shoppers. It was once seen as the “white-glove” service reserved for high-end stores, but today clienteling is increasingly relevant for retailers across all sectors. The focus has shifted from serving only an elite clientele to fostering authentic connections with a broader customer base. This change is driven by evolving consumer expectations and digital transformation in retail. Shoppers now expect personalised experiences; effective retail personalisation can cultivate lasting loyalty and boost revenue by 10% to 30%. Modern technology has made clienteling scalable – digital tools have replaced the old “client book,” enabling real-time access to customer data and omnichannel interactions. In short, clienteling is no longer a luxury boutique tactic, but a strategic imperative for Australian and international retailers alike looking to differentiate through superior customer experience.

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Key Benefits of Clienteling for Non-Luxury Retailers

Implementing clienteling can deliver several concrete benefits for mid-market and mainstream retail brands:

• Enhanced Customer Loyalty and Retention: By treating each customer as a valued individual, retailers can dramatically increase loyalty. Personal attention makes shoppers feel appreciated, encouraging repeat visits and long-term relationships. Customers who receive one-to-one clienteling spend three to four times more annually and have a 63% higher average order value compared to those who do not. These deeper relationships translate into higher lifetime value and retention rates.
• Higher Sales and Conversion Rates: Clienteling drives sales by allowing associates to tailor recommendations to each shopper’s needs and preferences. With access to purchase history and wish lists, staff can upsell and cross-sell more effectively, turning casual browsers into buyers. Personalised service not only increases immediate conversion but also boosts basket size. Many retailers report that focusing on clienteling leads to more frequent purchases and higher revenue per customer.
• Personalised Customer Experience: In an era when consumers are inundated with choices, a bespoke shopping experience is a competitive differentiator. Clienteling enables highly personalised service, whether in-store or online, making customers feel understood and valued. Shoppers are willing to pay up to 16% more for a customised retail experience. By leveraging client data (e.g., style preferences, sizes, birthdays), associates can surprise and delight customers with relevant product suggestions or exclusive offers, leading to higher satisfaction. This level of attentiveness often reduces returns and fosters positive word-of-mouth.
• Improved Customer Insights and Marketing: Clienteling initiatives require collecting and analysing customer data – which in turn gives retailers richer insights into buying habits. Sales teams armed with data can better anticipate customer needs, and marketing teams can craft more targeted campaigns. For example, a clienteling program doubles as a feedback loop, informing decisions on product assortment or store services based on known customer preferences. These insights help non-luxury retailers refine their strategies and stay agile in a competitive market. Ultimately, using clienteling data across the business leads to smarter merchandising and more effective, personalised promotions, creating a virtuous cycle of growth.

(Collectively, the above benefits also give retailers a competitive advantage – an intimate customer connection that rivals cannot easily replicate. In a crowded marketplace, a brand known for exceptional, personalised service will stand out and attract loyal patrons.)

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Case Studies of Clienteling Success

Ulta Beauty (United States)

Ulta Beauty, a leading beauty retailer in the United States, illustrates how clienteling drives success in a non-luxury context. Ulta has built one of the industry’s most robust loyalty ecosystems – over 44 million members in its Ultamate Rewards program – and uses this data to fuel personalised engagement. Remarkably, 95% of Ulta’s total sales are attributed to loyalty members. This data-centric strategy allows store consultants to offer tailored product advice based on each customer’s purchase history and preferences.

For example, if a regular guest who buys skincare products is browsing, an Ulta associate can proactively suggest a new serum that complements their regimen, or inform them of an upcoming sale on their favourite brand. The results speak volumes: loyalty members connected to Ulta’s partnership with Target spend twice as much as average members, indicating that personalised outreach and convenience drive higher spend.

Ulta’s clienteling efforts – from targeted emails and birthday greetings to in-store makeovers informed by customer profiles – have cultivated intense loyalty in a mass-market retail setting. The Ulta case shows that even outside the luxury world, personalised service and smart use of customer data can significantly increase repeat business and customer lifetime value.

(Other retailers around the world are seeing similar wins with clienteling. From specialty home improvement chains using client profiles to advise DIY customers, to pet supply stores tracking pet information to personalise care recommendations, the strategy is proving its value well beyond luxury boutiques.)

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Best Strategies for Effective Clienteling

1. Focus on Relationship-Building, Not Hard Selling:

Clienteling is about creating authentic relationships, not pushing products. Associates should view themselves as trusted advisors.

2. Prioritise Relevance Over Frequency:

Frequent communication can backfire if it feels generic or irrelevant. Tailor all outreach (e.g., product suggestions, offers) based on actual customer preferences.

3. Use Omnichannel Touchpoints:

Integrate clienteling into email, SMS, in-app messaging, and in-person conversations to maintain a consistent, high-touch experience across channels.

4. Empower Associates with Technology:

Equip staff with mobile POS devices and CRM tools to access customer profiles and product inventory in real-time — critical for delivering seamless, informed service. Awayco’s Mobile POS is an example of technology that empowers associates on the floor without needing to return to a register or desk.

5. Personalise Beyond Products:

Clienteling should extend to lifestyle insights — for example, recognising life events (birthdays, anniversaries) or offering experiences (personal shopping appointments) based on customer interests.

6. Measure and Iterate:

Track metrics like customer retention, repeat purchases, and Net Promoter Scores (NPS) to assess the impact of clienteling initiatives, and continuously refine approaches based on data.

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Staff Training and Change Management: A Practical Guide

Implementing a clienteling program is as much about people as it is about technology. Success depends on careful staff enablement and thoughtful change management. Here’s a guide:

1. Building a Training Program

• Introduce the Concept Clearly: Explain what clienteling is, why it matters, and how it differs from traditional selling. Frame it as a way to create value for customers and build trust.
• Train on Tools and Processes: Provide hands-on training with the mobile POS system, CRM platform, and any other tools associates will use. Ensure they are comfortable accessing profiles, logging notes, and initiating outreach.
• Teach Soft Skills: Train staff in active listening, emotional intelligence, relationship management, and consultative selling techniques. Personalised service is as much about how you say things as what you say.
• Practice Personalisation Scenarios: Run role-playing exercises where associates practice clienteling scenarios — from greeting a returning customer to sending a personalised email offer.

2. Managing Change Effectively

• Secure Leadership Buy-In: Regional and store leaders must model clienteling behaviours and reinforce their importance through regular feedback and recognition.
• Start with Pilot Teams: Roll out clienteling in a few stores first. Gather learnings, celebrate wins, and refine the approach before scaling.
• Reward Clienteling Behaviours: Incentivise staff not only based on sales metrics but also on relationship-building KPIs (e.g., repeat customers served, number of follow-ups completed).
• Communicate Progress: Share success stories and data showing how clienteling improves both customer satisfaction and individual sales performance to keep teams motivated.
• Support Ongoing Learning: Provide refresher sessions, coaching, and feedback loops. Clienteling excellence requires continuous practice and refinement.

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Enabling Clienteling with Mobile POS Technology

To implement clienteling effectively, retailers often turn to modern tools. A key enabler is the mobile point-of-sale (POS) system that puts customer insights and checkout capabilities directly into associates’ hands. In fact, 74% of store associates say having in-store devices for clienteling would positively impact their productivity.

Solutions like Awayco’s Mobile POS exemplify how technology supports clienteling. These platforms integrate inventory, customer data, and transaction processing into a single handheld system, freeing staff to serve shoppers anywhere on the sales floor. For example, a store associate equipped with a mobile POS can instantly pull up a client’s profile (past purchases, sizes, preferences), recommend a suitable item, check stock in real time, and even complete the sale on the spot – without ever leaving the customer’s side.

This level of seamless service not only makes the shopping experience more convenient (no waiting at the cash register) but also enables a more personal interaction. By using mobile POS technology, retailers ensure their associates have the right information at the right time to engage customers in a meaningful way. Awayco’s solution, in particular, is designed to unify channels (in-store and online) so that whether a customer is shopping in a Sydney boutique or browsing an app at home, the experience feels consistent and curated.

In short, mobile POS tools act as a digital assistant for sales staff – empowering them to deliver the high-touch service that is at the heart of clienteling.

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Conclusion

Clienteling is transforming retail by bringing personalisation and human connection into every store visit. Non-luxury retailers in Australia and beyond are discovering that these techniques – once confined to upscale brands – can dramatically improve customer satisfaction, loyalty, and sales when supported by the right strategy and technology.

By investing in clienteling practices and tools (from unified customer databases to mobile POS devices), retailers can create the kind of memorable, tailored experiences that keep customers coming back. In a competitive retail landscape, the brands that truly know and value their customers will be the ones that thrive.

Embracing clienteling is thus not only a nod to better service – it’s a forward-looking strategy for sustained growth in the non-luxury retail market.