Clienteling: a growth driver for luxury brands

Understanding clienteling: more than a strategy, a philosophy

Clienteling can be defined as the techniques used by sales advisors to establish long-term relationships with key clients. The goal is to shift from a reactive sales model to proactive, personalised service, based on deep knowledge of each client’s preferences, purchase history, and lifestyle.

This approach rests on three fundamental pillars:

1. Data collection and analysis: Every interaction is an opportunity to gather valuable insights. From important dates (birthdays) to style preferences and past purchases, this data forms the foundation of successful personalisation.
2. Personalised communication: Armed with this information, advisors can engage in relevant and authentic conversations. Gone are the days of mass communications—in their place come exclusive invitations, tailored recommendations, and thoughtful messages.
3. In-store and beyond experiences: Clienteling goes beyond the walls of the store. It shines through bespoke welcomes, exclusive services like private styling, and attentive post-purchase follow-ups, extending the luxury experience well beyond the transaction.

The quantifiable impact of clienteling on revenue

Investing in a clienteling strategy is not just a leap of faith but a business decision backed by tangible results. The numbers speak for themselves, showing a direct correlation between the quality of customer relationships and financial performance.

Increasing customer lifetime value (CLV)

A loyal, engaged customer spends more—and more often. According to Bain & Company, a 5% increase in customer retention rates can boost profits by 25% to 95% (Bain & Company, “The Value of Customer Retention”). Clienteling is the main catalyst for this loyalty. By creating a strong emotional bond, brands not only secure repeat purchases but also turn customers into brand ambassadors.

Higher average basket value

Personalisation is the key to unlocking additional sales. An advisor who knows their client’s tastes can suggest complementary pieces or new arrivals that align perfectly with their expectations.

• Personalised recommendations work: 75% of consumers are more likely to buy from a brand that recognises them by name and knows their purchase history (Epsilon, “Power of Me Data Study”).
• In-store, effective clienteling can increase the average basket value by 30% to 50%, turning a simple visit into a private styling session (McKinsey, “The State of Fashion 2023”).

Real-world examples in the luxury industry

Several luxury houses have made clienteling the cornerstone of their success.

• Louis Vuitton: The brand heavily invests in training its advisors to become true “relationship artisans.” Using dedicated digital tools, advisors can track each client, anticipate their needs, and invite them to exclusive events, creating a sense of belonging to a very select club.
• Gucci: Through its “Gucci 9” programme, the brand has set up a network of advisors constantly connected to their clients via messaging apps. They share previews, manage reservations, and offer luxury concierge services, generating a significant portion of revenue from their VIP clientele.
• Natan: The Belgian couture house has built its reputation on ultra-personalised service. Advisors intimately know their clients and offer private appointments where collections are prepared in advance based on the client’s preferences and body shape. This approach ensures exceptional conversion rates.