Clienteling in the Jewelry Industry

What is clienteling?

Clienteling is a marketing strategy designed to proactively build loyalty among a brand’s most promising customers. The goal is to maintain a close, highly personalized relationship with them in order to increase sales.

A clienteling interface is a tool that helps sales associates, customer advisors, or sales representatives get to know their customers better. It allows them to create new customer profiles for first-time shoppers or look up existing clients and instantly access their information, including purchase history, personal preferences, and more. In other words, a clienteling interface enables brands to deepen their customer knowledge and make it directly available on the sales floor.

Who is it for?

Clienteling is primarily aimed at companies in the retail sector, especially those operating in high-end and luxury segments such as jewelry stores and major fashion brands. It is also relevant for any retailer looking to build strong, personalized relationships with customers in order to boost loyalty and drive sales.

How did a clienteling application for jewelers emerge, and how does it address the industry’s needs?

Our application is designed for the high jewelry and luxury watchmaking sector, which has been transformed by the rapid acceleration of digitalization during the pandemic. While in-store sales still dominate, many of these transactions are now preceded by digital interactions. Our application brings these dimensions together to enrich the in-store customer experience, creating a seamless continuum between digital and physical touchpoints.

How does it work?

Retailers need to move from a one-to-few marketing approach to truly one-to-one interactions, based on a detailed understanding of each client. This means putting the customer at the very heart of their strategy. In practice, brands equip their sales teams with tablets or mobile devices; thanks to clienteling, they gain a 360° view of the customer journey, can offer deep personalization, and deliver a significantly enhanced shopping experience.

Key features of the application and their impact on customer relationships

The application enables jewelers to manage the customer profile end to end, including purchases, after-sales service requests, and all past interactions. This is further enriched with features such as stock management, waiting list management, and more. It also automates communications, event management, and advisors’ schedules, making it much easier to personalize the customer experience.

How does this solution stand out from others on the market?

Our solution stands out through its deep integration with our Customer Data Platform (CDP), its Single Customer View (Référentiel Client Unique, or RCU), and the other Scal-e modules. This synergy provides instant, unified access to customer information, supporting advanced personalization and optimal interaction management. As a result, every jeweler using our platform can deliver a seamless, highly personalized experience.

Conclusion

This clienteling application, purpose-built for jewelers, marks a major shift in how customer interactions are managed in the luxury sector. Thanks to its advanced features and tight integration with customer data platforms, it not only enables precise personalization of the buying experience, but also significantly improves the way customer relationships and interactions are managed. By placing the client at the center of every transaction, it offers jewelers an unprecedented opportunity to stand out in a competitive market and to strengthen customer loyalty.