Strengthening VIP Clienteling through Store-Level Coaching in Luxury Fashion
CX Challenge:
As luxury markets evolve, VIP clients increasingly expect personalised, relationship-led engagement rather than transactional outreach. While teams were encouraged to “do clienteling,” store managers faced a complex challenge: building consistency, confidence, and discipline around how teams reached out, what they said, how often they connected, and how relationships were nurtured over time — without reducing communication to product pushes or catalogue sharing.
CX Approach:
The engagement focused on coaching store managers as the drivers of clienteling excellence, supported by a structured yet human approach.
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Conducted a clienteling audit to understand current practices, tools (CRM, spreadsheets, messaging), and communication patterns.
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Worked with store managers and teams to identify what felt transactional versus relationship-led, using real examples and live messaging reviews.
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Introduced client personas to help teams understand different client expectations, preferences, and engagement styles.
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Facilitated interactive workshops where teams practiced drafting relationship-based message sequences through role plays, reframing clienteling as an ongoing conversation rather than a one-off outreach.
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Followed up with six weeks of in-store coaching, reviewing messages, troubleshooting barriers, and helping managers respond to client cues with greater confidence and nuance.
CX Impact:
Teams became more relationship driven and consistent in how they engaged VIP clients. This led to increased in-store appointments, higher returning customer rates, and improved conversion — strengthening both performance and client relationships.