Growing public concern around online data privacy is pushing businesses to reassess how they collect and manage customer information. As regulations like GDPR limit traditional methods such as third-party cookies, consumers are taking greater control over their personal data.
Brands that fail to align with these expectations increasingly risk losing customer trust and loyalty. These new regulations are affecting every industry as it makes it harder for companies to track marketing operations’ effectiveness and other information about their clients’ needs and wants.
How to overcome this new data policy challenge
Apparel retailers are rapidly adjusting to this shift by encouraging moments where customers voluntarily share their preferences and personal information. In the end, retailers noticed that encouraging their customers to willingly share their preferences resulted in better sales and better targeting, without compromising their ability to conform to the new regulations. Moreover, allowing customers to show them what they want more clearly through clienteling, ended up giving them more than what they used to track with cookies only.
Johnny Was: Embracing Privacy-First Personalization With Salesfloor Connect
Johnny Was has adopted clienteling tools to gather customer data through consent-based interactions. Using the Salesfloor Connect widget, a user-friendly, multi-option interface, shoppers can book appointments or start virtual chats with a stylist. As part of this process, customers create a quick profile directly within the widget, without the hassle of filling out lengthy forms. This interactive setup automatically begins tracking future interactions, building a rich history of preferences and behaviors. Sales associates can then instantly access this information to deliver more personalized, relevant service, whether online or in-store. For the brand, it’s a seamless way to collect zero-party data while respecting customer privacy and complying with evolving data regulations.
More than just data: a tool for anticipating customer needs
As new regulations limit retailers’ ability to track customer behavior, finding alternative ways to understand shopper preferences is becoming essential. This shift isn’t just about enabling more personalized service, it is about helping retailers make smarter inventory decisions and stay ahead of market trends. In our recent webinar, hosted by Lawrence Williams, expert in clienteling and sociology PhD, clienteling has become another way for retailers to gather critical data that allows them to understand their specific market to better understand their customer base, predict trends and plan stock accordingly to avoid costly mistakes. With unprecedented tariffs changes, using those tools to streamline a smart supply chain and stock strategy becomes essential. You can watch the full webinar here.
Conclusion: Building Trust and Business Resilience Through Clienteling
As data privacy regulations continue to reshape the retail landscape, clienteling is emerging as a powerful, future-ready solution. By shifting from passive data collection to meaningful, consent-based interactions, retailers can not only maintain compliance but also build deeper, more loyal customer relationships. Brands like Johnny Was are proving that personalization doesn’t have to come at the expense of privacy, it can, in fact, thrive because of it.
More than just a marketing tactic, clienteling provides retailers with the insights they need to anticipate demand, optimize inventory, and navigate market shifts with agility. As consumer expectations evolve and data becomes harder to access through traditional channels, the retailers that invest in personalized, privacy-first strategies will be the ones that stay ahead.
If you are interested to see how Salesfloor can help you get a competitive edge in your clienteling and virtual shopping operations, don’t hesitate request a demo with one of our specialists.
