How to Build a Retail Clienteling Program That Drives Store Revenue

Clienteling is often treated as a relationship tool, but the strongest programs do more than keep customers engaged. They create a consistent way for store teams to continue customer conversations and connect those interactions to revenue.

In our recent webinar, UNTUCKit and Mackage shared how they turned clienteling from an early initiative into a measurable part of store operations. Here are some key takeaways from the session on building a clienteling program.

Starting with the Right Customer Moment

Two brands approached clienteling differently at the start. UNTUCKit focused on extending the personal connection customers had through channels like live chat into store-led follow-up. Mackage focused on repeat purchasing and keeping customers engaged year-round as styles evolved.

UNTUCKit’s starting point: keeping the associate connection alive

UNTUCKit’s move toward digital, associate-led outreach accelerated during 2020, when customers wanted to stay connected to the people and recommendations that made in-store shopping feel effortless. The team had already seen how customers responded to live chat and realized that messaging offered a natural way to continue those conversations after the store visit.

The pilot started with a small group of stores and expanded as the team learned what worked. Rather than launching every possible use case at once, the focus was proving that a single post-visit message could turn a real store interaction into an ongoing conversation.

A key detail mattered for adoption: the opt-in had to happen “in the moment.” Associates secured the customer’s consent while the interaction was still fresh, then sent a message that referenced the conversation they had just shared.

Mackage’s starting point: bringing customers back over the year

Mackage’s challenge was slightly different but equally relationship-driven. They wanted to stay connected with customers beyond a single purchase. As collections changed throughout the year, the opportunity was to create relevant reasons to bring customers back into the store.

The first use case focused on wish-list customers. These shoppers had already shown interest, which gave associates a relevant reason to reconnect when the right product became available.

As the program matured, additional moments followed, including anniversaries, birthdays, new arrivals, and promotions.

What Successful Clienteling Programs Have in Common

UNTUCKit and Mackage shared the same lesson:  there’s never a perfect time to go live. But there is a right time to test, learn, and build a playbook.

Start with a focused use case.
Neither brand tried to activate every possible use case at once. Their starting points worked because they were specific. Associates knew when to reach out, customers had a clear reason to respond, and the business had a focused way to learn before expanding.

Give associates a practical way to act.
A strong use case only works if store teams can execute it consistently. Associates need access to unified customer profile, messaging tools, and workflows that make follow-up easy to manage during the day. That makes clienteling easier to adopt across stores.

Evaluate before scaling.
Both brands used their early programs to understand what was working, where associates needed support, and what needed to change before expanding further. That evaluation helped turn early lessons into stronger training, better workflows, and more consistent execution across stores.

Measure what matters.
Clienteling program can begin as associate-led outreach, but it becomes a revenue channel when its impact is visible. For both brands, measurement connected customer outreach to store performance. It showed what was working, which actions drove results, and how clienteling increased store sales over time. 

The results show what happens when clienteling is built this way. UNTUCKit saw a 17.28% higher average order value from clienteling customers compared to the company average. Mackage now attributes roughly 30% of store sales to clienteling, up from 15% three years ago.

Clienteling Program Compounds Over Time

Both brands got there step by step, starting small and expanding as the program proved itself. Neither result happened overnight, and both compounded over time. Each follow-up created more context. Each response helped the teams understand what worked. Each successful interaction created another reason for the customer to come back.

UNTUCKit and Mackage both described clienteling as a “marathon,” yet pointed to strong results: attributed sales growth, increased business contribution, and measurable improvements in customer value.

For any retailer with associates who know their customers, the foundation is already in place. What turns it into a revenue channel is the structure to act on those relationships consistently, across every store.