Clienteling 101: Building Personalised Relationships to Boost Sales

At its core, clienteling is about treating each customer as an individual, understanding their needs, preferences and buying habits, and using that information to offer personalised interactions that make them feel valued. But this depends on having the right tools, training and mindset to turn everyday transactions into opportunities for deeper customer engagement. This is where platforms like Cegid Retail come into play.

Why Clienteling Matters

In a world where consumers are more discerning than ever, clienteling helps brands stand out by creating emotional connections. Research shows that when brands deliver personalised experiences, customers are more likely to return, not just once, but repeatedly. A simple yet powerful stat to remember, based on Cegid’s own research, is, ‘Data collection rates can triple, and retention doubles, especially for the top 20% of customers who drive 70% of sales.’ So, while clienteling might seem like a luxury, it is a necessity for driving long-term profitability.

The Power of CRM in Clienteling

A Customer Relationship Management (CRM) system is at the heart of any successful clienteling program. Cegid Retail integrates CRM capabilities to provide store staff with instant access to customer data, whether they are shopping in-store, online or across any other channel. This means your team can offer a truly personalised experience at every touchpoint.

For example, with access to a 360-degree customer view, sales associates can understand a customer’s past purchases, shopping habits and even their preferences in real-time. Say you are expecting a new stock of a product that was previously out of stock; your staff can check the CRM and identify which customers were waiting for it. They can then proactively reach out to those customers before the item even hits the shelves, giving them the VIP treatment. This level of attention not only drives sales but also fosters a sense of loyalty and trust.

Training Staff to Build Rapport

Clienteling does not just rely on technology, it is about the human connection between your associates and customers. That is why training your team is crucial. A successful clienteling strategy requires staff to understand how to leverage CRM data effectively while still engaging in meaningful, personal conversations with customers.

Once upon a time, a great sales associate only needed to know where the products were located and have a friendly demeanour. Today, the expectations are higher. Sales associates need to be brand ambassadors, customer support agents and even technology experts, all rolled into one. Providing them with guided selling tools through Cegid Retail empowers them to engage more effectively with shoppers, share relevant content and offer personalised suggestions based on real-time data.

The key to success is ongoing training and coaching. Sales associates need to be equipped not just with the tech tools but with the confidence and skills to use them to enhance customer interactions. Regular workshops and role-playing scenarios can help associates navigate tough customer questions and provide personalised service that exceeds expectations.

Creating Memorable In-Store Experiences

While online shopping is convenient, there is something uniquely special about the in-store experience. That is where clienteling can make a real impact. Store managers should focus on creating an environment where customers feel like they are getting something special, whether that is through personalised product recommendations, exclusive previews or a smooth and efficient checkout process.

An effective way to do this is by using mobile POS (Point of Sale) systems. With mobile POS, staff can assist customers anywhere in the store, reducing wait times and making the entire experience more seamless. Not only does this help increase sales per square metre, but it also fosters a sense of attentiveness and personalisation. It is also very popular with staff and will give them higher motivation to serve.

Moreover, personalisation can extend to product recommendations based on past behaviour. Cegid’s unified commerce platform helps store staff by integrating inventory management, ensuring that popular items are always in stock. When your team can access real-time product availability, it is easier to recommend exactly what customers want, right when they want it.

Overcoming Challenges in Clienteling

As with any strategy, implementing clienteling can come with challenges. One of the most common obstacles retailers face is siloed data. Often, customer information is scattered across various platforms – POS systems, online stores, mobile apps, loyalty programs and so on. This fragmented view can make it difficult for associates to offer personalised service.

This is where Cegid Retail truly shines. By unifying various customer touchpoints into a single, integrated platform, Cegid enables store staff to gain a comprehensive view of the customer journey. This removes data silos and ensures that associates have the most relevant and up-to-date information at their fingertips, empowering them to provide personalised, seamless service.

Another challenge is cultural. Adopting a clienteling strategy requires a mindset shift from transactional selling to relationship-building. For clienteling to work, retailers must not only implement the right technology but also foster a culture that prioritises personalised service. This requires buy-in from leadership, a commitment to ongoing training and a solid plan for how data is used and shared across departments.

The Future of Clienteling: Leveraging AI and Omnichannel Experiences

Looking ahead, the role of AI in clienteling will only grow. Retailers that successfully integrate AI into their clienteling strategy will be able to provide even more accurate and timely product recommendations, as well as anticipate customer needs before they even arise.

For example, Cegid Retail uses AI to optimise inventory management, helping retailers stay ahead of demand and reduce stockouts. Smarter inventory systems also contribute to better omnichannel experiences, whether customers are shopping online, via mobile or in-store, they will have a consistent and seamless experience across all channels.