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In an age where convenience reigns supreme and online shopping is just a click away, luxury retailers face a formidable challenge: standing out in a crowded, digital-first marketplace. Yet, amidst the shifting tides of retail, Deutsch Boutique, an Official Rolex Dealer based in Houston, Texas, offers a compelling blueprint for how thoughtful, client-focused experiences can not only compete with e-commerce but win the hearts and loyalty of discerning customers.
At the center of this approach is Jeanette Diaz, Rolex Experience Liaison at Deutsch Boutique, who shared how the boutique leverages personalized service, technology, and creativity to foster brand loyalty and differentiate itself in a competitive luxury market.
What role does automation play in your follow-up process?
When asked about automating the follow-up process, Diaz explained, "Our follow-up process is done through tag automations within Clientbook.”
Clientbook’s client management software allows retailers to assign tags to their clients for things like gem preferences, ring sizes, favorite brands, and more. When a client has a tag assigned to them, sales associates can then go in and send a message to all of the clients with that tag, giving them a tailored message related to the item they're interested in, making personalization possible at scale.
“It’s a great way to track clients’ interests and send follow-up messages based on those tags” Diaz continues.
This insight reflects Deutsch Boutique's focus on ensuring that communication with clients remains relevant and timely, while also considering how technology can support—but not replace—the personal touch that defines luxury retail.
What has been your most effective strategy for encouraging repeat business?
Deutsch Boutique's clienteling strategy focuses on offering value that extends beyond the initial purchase. Jeanette shared, "A reoccurring personalized reminder to invite clients to have their jewelry cleaned and checked at no charge every few months" has been one of their most effective strategies for encouraging repeat business. This simple yet powerful touchpoint not only drives store traffic, but reinforces trust and care.
How do you re-engage inactive clients?
Jeanette highlighted how they identify lapsed clients: "Our POS allows us to filter through client activity. We simply search customers that haven't purchased in a certain period of time and launch a campaign based on their preferences." This process ensures that outreach remains personalized and relevant, increasing the likelihood of bringing clients back into the store.
Clientbook’s AI Insights tool takes this process a step further. With it, Clientbook takes that information already stored in your POS, and serves it up to you when it looks like a customer of yours hasn’t been back in a while.
For example, if you have a client that usually comes in every 3 months, but it’s been 6 since you last saw them, Clientbook will serve up a suggested message to send to them encouraging them to come back in the store. So all your sales associates have to do is hit send.
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What are some things jewelers should avoid doing when trying to drive repeat business?
Jeanette didn’t just share what works—she also offered advice on what to avoid: "Don't mislead customers. Be transparent with your marketing messaging. Don't neglect customer service. Nowadays clients are focusing on experiences, not just products."
This guidance underscores the importance of authenticity and consistency in brand messaging, especially in an industry where trust and reputation are paramount.
What was the single best marketing campaign you’ve ever ran to drive in new business?
When asked about their best marketing efforts, Jeanette pointed to two standouts. "We had our associate's daughter draw a portrait of her mom and we used it as our Mother's Day 2024 campaign," she said. This creative and personal approach resonated strongly with clients.
Additionally, their Holiday Gift Guide has proven highly effective. "Clients come to the store with the items circled from our magazine ad," Jeanette noted, illustrating how traditional marketing channels can still drive real engagement when executed thoughtfully.
What trends do you see that keep you up at night?
Luxury retailers today contend with the rise of e-commerce and evolving consumer behavior. Jeanette expressed concern about "e-commerce and how competitive and convenient it is to shop from different social media platforms."
To address these challenges, she shared, "We address these challenges by increasing our online presence, making it easier to find our website in search engines, and constantly updating our social media platforms with visually appealing content. Reels featuring the owner Lance Deutsch have proven to be the most engaging.”
“Hosting unique experiences for clients like trunk shows and other in-store events also plays a part. Using Clientbook for more personalized communication based on things like previous purchases, birthdays, anniversaries also helps build strong client relationships and gets people back in the store."
Takeaway: Make Clienteling Your Competitive Edge
Deutsch Boutique's thoughtful use of client data, transparent messaging, and creative marketing initiatives showcase how clienteling can be a powerful differentiator in luxury retail. Their approach highlights the importance of blending high-touch service with strategic use of technology to maintain lasting client relationships.
Clienteling isn’t reserved for the world’s largest luxury brands. With the right approach, tools, and mindset, any jeweler can turn client interactions into lasting relationships. Clientbook helps retailers like Deutsch Boutique streamline and enhance this process through personalized automation, client tracking, and seamless communication tools. Want to see how Clientbook can elevate your clienteling strategy? Get a free demo today.
