# Clienteling

## What is clienteling?

Clienting refers to using consumer data to customize communications with customers and craft a personalized shopping experience. Clienteling in retail combines customer data with personalization techniques, enabling associates to customize their interactions with customers through bespoke advice. It helps retailers turn one-time visitors into frequent shoppers and, ideally, brand advocates.

## How does clienteling work?

[Research on the value of personalization](https://www.talon.one/blog/23-must-know-customer-loyalty-statistics-for-2023) shows 71% of consumers expect companies to interact with them on a personalized level. Informed by this increasing demand for personalized communications, businesses are leveraging different layers of customer data to create memorable shopping experiences, increase repeat purchases, and, ultimately, boost [customer lifetime value](https://www.talon.one/glossary/customer-lifetime-value).

According to a [survey on Gen Z shopping behavior](https://chainstoreage.com/survey-gen-z-shoppers-are-less-tech-centric-you-think), 69% of in-store shoppers take advice from store associates. Technology has powered retail clienteling as associates are now able to:

- Collect customer data during their shopping journey  
- Help the brand avoid third-party cookies with zero-party customer data  
- Have instance access to inventory data in all branches

The key to successful clienteling is the degree a business can transform stored customer information into meaningful and actionable data. Many brands have been able to collect huge amounts of data. However, they often struggle to combine them into relevant data subsets to inform their decisions.

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## How does clienteling help retailers?

According to research, brands that implement advanced digital technologies and utilize proprietary data to offer [personalized experiences](https://www.talon.one/glossary/According%20to%20research,%20brands%20that%20implement%20advanced%20digital%20technologies%20and%20utilize%20proprietary%20data%20to%20offer%20personalized%20experiences%20to%20their%20customers%20are%20witnessing%20a%20revenue%20boost%20ranging%20from%206%%20to%2010%.) to their customers are witnessing a revenue boost ranging from 6% to 10%. Clienteling is a great way to establish a personal connection with a customer, encouraging them to interact more with the brand. It is an effective initial step toward nurturing **customer loyalty**.

Clienteling can help retailers drive sales by fostering personalized interactions with their customers, which will incentivize cross-selling and upselling. Personalized offers and recommendations make customers feel at home, sticking with the brand regardless of the economic climate.

Explore our [Hyper-personalization report](https://www.talon.one/download/hyper-personalization-the-next-evolution-of-customer-experience) for a comprehensive perspective on actionable tips and valuable insights that will help you in crafting a distinct and personalized experience for each customer.