The Clienteling Podcast

Bryan Amaral

Welcome to the Clienteling Podcast! On our show, we'll discuss a broad spectrum of customer engagement, clienteling and retail technology insights, and we’ll provide plenty of examples and case studies directly from some of the most successful customer-focused luminaries in our industry. We'll discuss why in most cases, innovation and transformation is not a technology issue as much as it's a people, process and methodology problem. Clientricity and in particular this podcast, is focused helping retailers think through those challenges and develop a repeatable process to ensure that their stores are delivering on customer expectations and that the organization can fully benefit from those technologies deployed. In this podcast you'll gain a deep understanding of what’s working, what isn’t and where you should consider making your customer-centric technology investments. We are hoping that after spending 20-30 minutes listening to each episode you will leave energized and ready to apply what you’ve learned in your own business. We look forward to bringing you this podcast several times a month and would welcome your thoughts, ideas and comments. If you are passionate about customer centricity, clienteling and retail and would like to be a guest on the show, please send me a personal message at bryan@theclientelingpodcast.com. If you want get more personalized help or if you are interested in advisory services, contact Clientricity at info@clientricity.net

  1. MAR 23

    Scaling Innovation in Beauty Retail with Michelle Pacynski

    Send us Fan Mail Episode Summary This episode is a rebroadcast of the first episode Bryan recently hosted for Fujitsu Retail on the Engaging Deeper and Scaling Smarter Podcast. The link for the series can be found below or follow Fujitsu wherever you get your podcasts. In this episode, Bryan Amaral sits down with retail innovation leader Michelle Pacynski (former VP of Digital Innovation & Consumer Technology at Ulta Beauty) to explore what it באמת takes to scale innovation in high-engagement retail categories like beauty. Michelle shares firsthand insights from helping grow Ulta’s eCommerce business from $125M to over $2B, unpacking how customer-centricity, disciplined experimentation, and strong business cases turn promising ideas into enterprise-wide impact. From AI-driven personalization to unified commerce and the future of digital engagement, this conversation blends strategy with practical execution—offering a clear lens into how retailers can innovate with purpose, not just speed. Key Topics Covered Why customer-first thinking is the foundation of scalable innovationThe gap between pilot success and enterprise rollout—and how to close itBuilding a business case that earns prioritization inside large organizationsThe real challenges of unified commerce across digital and physical channelsHow to evaluate emerging tech like AI without falling into hype cyclesWhen to stop an innovation and what “success” really means in experimentationRethinking personalization in an era where “creepy” is being redefinedGovernance, trust, and responsible AI in beauty retailWhat separates scalable innovation from point solutions that stallThe future of digital: conversational, immersive, and interactive experiencesNotable Insights “Scaling smarter starts with solving a real customer problem—not just launching something new.”“Winning experiments don’t scale themselves—you have to sell them internally.”“Success in innovation isn’t always outcomes—it’s often what you learn.”“Being early can feel a lot like being wrong.”“Retailers need to shift from a portfolio of products to a portfolio of customers.”Looking Ahead Michelle emphasizes that the next wave of retail innovation will be driven by two-way, conversational digital experiences—blending AI, video, and human-like interaction to mirror the best of in-store engagement.  About the Guest Michelle Pacynski is a seasoned retail and technology executive and former VP at Ulta Beauty, where she led digital innovation and consumer technology. Today, she advises companies, founders, and investors on how to translate emerging technologies into scalable business value. Listen & Connect If you enjoyed this episode, follow the series Engaging Deeper & Scaling Smarter for more conversations with leaders shaping the future of retail innovation. Michelle's Email: mpacynski@ivantedgeadvisors.com Michelle's LinkedIn: www.linkedin.com/in/michelle-pacynski Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan’s Website: https://www.clientricity.net Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com Call Bryan: 404-348-4849  Fujitsu's FNAI Engaging Deeper & Scaling Smarter Podcast Series:https://www.buzzsprout.com/

    36 min

  2. 10/09/2025

    An Interview with Ruaraidh Grubb, CEO of Own-Kind

    Send us Fan Mail In this episode, Bryan Amaral interviews  Ruaraidh ("Rory") Grubb, CEO of Own-Kind, a UK-based clienteling and customer-engagement platform. Rory traces Own-Kind’s evolution from a 2018 “digital wardrobe” concept to a post-lockdown product-market fit that helps retailers deliver exceptional, content-rich customer experiences. Framing clienteling as a practice supported by software, Rory explains how Own-Kind shortens time-to-value for store associates and customers through personalized, shoppable lookbooks, QR-enabled onboarding, and engagement telemetry that surfaces purchase intent and prompts timely human follow-ups. Bryan and Rory dig into real outcomes and adoption: streamlined integrations (including Shopify), 1:1 onboarding for every user, and results reported by brands such as 2–4× higher conversion and 3× AOV, with rapid ROI. They also explore the road ahead—supporting in-store events with sales attribution, instant chat, social modules, and an enhanced appointments flow—and how AI should remove admin and amplify people rather than replace them, keeping associates at the center of the relationship. Key takeaways Clienteling is a practice — Software should enhance associate engagement, and empower better human moments.Content drives engagement — Personalized, video-rich lookbooks + clickstream insight reveal intent before purchase and is the entry point into creating high-value customer journeys.Adoption by design — 1:1 user onboarding provide real-world insights into how technology supports retail selling and constant UX iteration lower friction and speed results.Plug-and-play where possible — Streamlined integrations (incl. Shopify) reduce IT lift and time to go-live.Measured impact — Brands report rapid ROI, 2–4× conversion, and 3× AOV; retention is the next frontier to quantify.Human + AI balance — Use AI/agents to suggest next best actions and remove admin while the associate stays in the loop. Enjoy the show!  Own-Kind Website: www.own-kind.com Ruaraidh's LinkedIn: https://www.linkedin.com/in/ruaraidhgrubb/ Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan’s Website: https://www.clientricity.net Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com Call Bryan: 404-348-4849    Tags: retail clienteling clientricity Own-Kind retailtransformation

    40 min

  3. 06/01/2023

    An Interview with Whitney Cathcart, Co-Founder of 3DLook's Virtual Try-on and Size Fit Solution

    Send us Fan Mail In this episode, Bryan Amaral interviews Whitney Cathcart, Co-Founder and Chief Commercial Officer 3DLook, a leading AI-based mobile body scanning and virtual fit and try-on startup for the fashion industry. Whitney is a noted fashion and retail tech expert, having worked in apparel manufacturing, retail, and e-commerce,  with three decades of experience in senior leadership roles for leading branded apparel, celebrity licensing, and private-label manufacturing companies.  She is also certified by MIT’s Sloan School of Management in Artificial Intelligence, Whitney is among the leading voices on retail innovation.  First, Whitney shares her personal story and the motivation to create an AI-based 3D body measurement and sizing solution. Then she shares her perspective on what is happening in today's retail market that is finally making this technology an investment priority for retailers and what she hears from customers and prospects as the Size-Fit category expands.   She shares her perspective on how evolving consumer expectations, sustainability, and demand for greater personalization are necessitating virtual fitting room capabilities.   Whitney and Bryan discussed the cornerstone of 3DLook's underlying body measurement technology and how the Mobile Tailor SaaS app is enabling an array of made-to-measure products ranging  1. Lean into the technology and communicate the value to your customers. 2. Knowing your customer - In a clienteling environment, asociates are able to recommend the ideal fit and know who they are.   3. The world is shifting into 3D - Digitize your products.   Enjoy the show! Resources: 3DLook  Website: 3DLook.me Email: Whitney@3DLook.me Whitney's LinkedIn: https://www.linkedin.com/in/whitneyjoycathcart/ Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan’s Website: https://www.clientricity.net Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com Call Bryan: 404-348-4849    Tags: retail clienteling clientricity Size-Fit Virtual Try-on 3DLook

    40 min

  4. 04/12/2023

    An Interview with BSPK's CEO Zornitza Stefanova

    Send us Fan Mail In this episode, Zornitza Stefanova joins the show and is interviewed by Bryan Amaral. Zornitza is Founder and CEO at BSPK, a global clienteling platform.  She was an early employee of Wired, (acquired by Conde Nast), eGroups (acquired by Yahoo) as well as Six Apart (a division of Say Media), imeem (MySpace), Prosper and other Silicon Valley technology innovators.  During her career, Zornitza has led product strategy and business development with a focus on consumer apps, as well as B2B services. She has been a guest speaker at multiple technology events and the entrepreneurship track at The Wharton School of the University of Pennsylvania.  Zornitza was born and raised in Bulgaria. She defected before the fall of the Iron Curtain and was granted political asylum in the United States, where she became a citizen.  She graduated from Stanford University with a BA in International Relations and from The Wharton School of the University of Pennsylvania with an MBA in Finance. Her passion is the quest for better customer experiences powered by technological innovation and the discovery of better and easier ways to communicate, create and enjoy life and learning in the mobile age. First, Zornitza shares her personal story and the motivation to create a clienteling solution. Then she shares her perspective on what is happening in today's retail market and what she hears from customers and prospects in Europe and the US.  She shares her perspective on how various technological forces and changing customer expectations are necessitating a new way to engage and run retail operations. Next, Bryan and Zornitza discussed the cultural imperative to be customer-focused and how to overcome change management challenges when transforming the store. Zornitza shared what BSPK believes is the key to associate adoption of new selling technologies. Finally, Zornitza shared three principles that retailers should keep in mind as they move forward into the next age of retail:    1. Clienteling practices are essential to building loyalty.    2. Adoption stems from technology being an enabler not an obstacle.    3. Digitally enabled associates shows your customer that you are investing in their satisfaction and shows your employees that you are investing in their success.  Enjoy the show! Resources: BSPK Website: BSPK.com Zornitza's LinkedIn: https://www.linkedin.com/in/zstefanova/ Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan’s Website: https://www.clientricity.net Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com Call Bryan: 404-348-4849    Tags: retail clienteling clientricity BSPK

    34 min

  5. 02/17/2023

    Customer Centric Solution Highlights from NRF 2023

    Send us Fan Mail Back by popular demand! In this episode of The Clienteling Podcast, Bryan Amaral highlights what you might have missed, including some of the more compelling customer-centric solutions on the show floor. See what happens next in the world of #Clienteling and #retailtransformation! Bryan's original Retail Geek's Take on NRF 2023 recap article is available here: https://tinyurl.com/5fdr73fa Highlights of today's podcast:  Friday Nights Kick-off Event - The VIP AwardsNoteWorthy News - Shopify and SquareStaffing and Store Operations  VendorsClienteling Vendor UpdateThe Growth of Livestream CommerceNew Social Selling PlatformsAdvances in Fit TechMetaverse UpdateRetail Telecom, 5G  and IoT AdvancementsAI in Retail for 2023Wrapup Resources: Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan’s Website: https://www.clientricity.net Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com Call Bryan: 404-348-4849

    40 min

  6. 09/29/2020

    A Thoughtful Interview with Omnichannel and Clienteling Veteran Alan Berner

    Send us Fan Mail Interview with Alan Berner In this episode Bryan interviews omnichannel and clienteling executive, Alan Berner. Alan has worked for some of the country’s most respected discount, specialty and department store brands and has been at the forefront many leading customer centric innovations in enterprise retail.     Alan shares some historical context on clienteling, sharing his experiences of how selling culture has benefited as tools evolved from a black book to sharing customer data at POS to more sophisticated mobile solutions that guide an associate through the selling process.  Alan describes that as online became a more significant channel, there was a shift from targeting customers based on what they bought in the past to making new creative recommendations based on what could be learned about their lifestyle such as important people in her life, the significant dates for her and her family, the type of work she did, and the places she traveled to. He describes how they needed to understand how she spread her shopping dollars across the family of business as well as across the store, so that we could introduce her to those items that fit into her lifestyle that she may have overlooked us for in the past or possibly those she chose to buy elsewhere.  Bryan and Alan discussed how innovation projects are prioritized and how new technologies were considered, and validated. Alan explained that innovation must address the needs and wants of the customer but too often new ideas are “introduced and sometimes put into motion before the business realizes that they are chasing after a shiny toy rather than fixing a problem”. Alan explains some of the biggest challenges he’s had in gaining adoption and the role of training, accountability, communication and an eye on the metrics.  Alan and Bryan then discussed his thoughts on the future of retail and what experiential retail be in a post COVID world.  Alan’s final recommendations for retailers included: a.      Focus on the customer b.      Make their lives and experiences better leveraging digital tools c.      Innovate and try something new – evaluate quickly. d.      Provide clear expectations and accountabilities for seller, vendors, and other constituents. Resources: Alan's LinkedIn: https://www.linkedin.com/in/alan-berner-04a9863/ Alan's Email: alan6652@gmail.com Bryan's LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan's Email: Bryan@retailtechexec.com

    39 min

  7. 08/31/2020

    Navigating the Retail Maelstrom - A candid interview with Scott Lux - Adjunct Professor at Columbia and & FIT, VP Digital Marketing & Commerce at Theory and Helmut Lang

    Send us Fan Mail Interview with Scott Lux In this episode, Scott Lux joins the show and is interviewed by Bryan Amaral. Scott is a senior executive with experience in various aspects of ecommerce, digital strategy, marketing and analytics from both the brand side and agency perspective. He is currently an Adjunct Professor at Columbia and FIT and is the VP/Head of Digital Marketing and Digital Commerce at Theory and Helmut Lang.   The show starts with Bryan and Scott discussing what it was like to join a new company just as retail shut down due to the pandemic. He discussed the need to lead and manage a team remotely and make a determination of what was the appropriate tone and voice to message their customers given the crisis... especially when ecommerce was the only channel open that "could keep the lights on".   He shared that as the realization that the crisis was not short term, inventory issues needed to be addressed through aggressive promotional strategies. Scott shares how clienteling outreach and associate communication with customers made a positive impact on the business and how customers welcomed hearing from associates.  Scott discussed how they were mindful of proven best practices and knew exactly what data measurements were important. The data was used to assess if their strategy was working and if were they meeting objectives and if not, how could they optimize. Scott shares examples of cost of acquisition and what LTV could be anticipated so they could determine if the customer acquisition spend was prudent. He explained how they set records on daily and monthly volume with rapid promotional programs designed to move inventory quickly in the early stages and how those same metrics were leveraged to help move audiences to full price product later.  Scott explained how chat was an example of a rapid customer experience design initiative to get customers back to full price selling. He talked about his optimism for the next generation of retail stores, and elevated experience (experience design) and the need to have a tactile experience with product.  Bryan asked Scott about how he prioritized activity and made it work remotely.    1. Need to instill trust that they will get their job done.    2. Leadership and mentorship - maintain culture to unify the team   Scott talked about how he thought about prioritizing new feature and capability platform enhancements and assessing if current solutions can meet future demand. He shared his perspective on how ISV's should do their homework prior to reaching out to busy leaders.  The show wrapped up with three nuggets that retailers should keep in mind for the journey ahead: 1. Customer First/Experience Design across all touch points 2. Foundational elements - ensure that you have solid practices in place 3. Maintain your culture and team    Resources: Scott's LinkedIn: https://www.linkedin.com/in/scottlux/ Scott's Email: scottlux@mac.com Bryan's LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan's Email: Bryan@retailtechexec.com

    32 min

  8. 08/18/2020

    The State of Retail Today: An interview with David Ressinger & Jim Malafronte of Zenza Consulting

    Send us Fan Mail In this episode, David Ressinger and Jim Malafronte join the show and are interviewed by Bryan Amaral. David and Jim are founding partners at a new retail consultancy, Zenza Consulting.  David is a Strategy and Operations consultant with over 25 years of experience delivering business value for his clients in areas such as retail and brand strategy, store operations, and technology innovation.  David was previously with several boutique consulting firms as well as Andersen Consulting.  Jim has over 30 years of experience with a concentration in workforce management, retail strategy, omnichannel retail, customer engagement, technology, merchandising, analytics and process engineering. Jim was previously with Macys as well as KPMG and Deloitte.  First, the guests explain why they formed the new consultancy and what makes Zenza relevant in today's challenging retail environment.  Next, the duo discussed those issues that are impacting retail operations today. Topics included demand fluctuations and the impact on inventory, spending patterns, traffic, and labor requirements. Jim shared perspectives on workforce management and why existing models and metrics don't make sense in a post-COVID world.  The team discussed the changing complexion of stores, the development of new and smaller store formats, new staffing decisions consistent with the changing roles of stores, new technology investments, and improving customer experiences. They more deeply explored key operational areas such as revisiting the labor model, forcasting challenges, operational execution, utilization, and the importance of doing the right thing for a specific time of day, every day, every week.  Finally, Jim and David shared a few golden nuggets that retailers should be considering as they move forward into the next age of retail. Enjoy the show! Resources: Zenza Consulting Website: zenzaconsulting.com Zenza Consulting Phone: 1-630-240-2034 David's LinkedIn: https://www.linkedin.com/in/daressinger/ Jim's LinkedIn: https://www.linkedin.com/in/jim-malafronte-7015b23/  Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/ Bryan’s Website: https://www.clientricity.net Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com Call Bryan: 404-348-4849    Tags: retail clienteling clientricity zenza consulting

    30 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

Welcome to the Clienteling Podcast! On our show, we'll discuss a broad spectrum of customer engagement, clienteling and retail technology insights, and we’ll provide plenty of examples and case studies directly from some of the most successful customer-focused luminaries in our industry. We'll discuss why in most cases, innovation and transformation is not a technology issue as much as it's a people, process and methodology problem. Clientricity and in particular this podcast, is focused helping retailers think through those challenges and develop a repeatable process to ensure that their stores are delivering on customer expectations and that the organization can fully benefit from those technologies deployed. In this podcast you'll gain a deep understanding of what’s working, what isn’t and where you should consider making your customer-centric technology investments. We are hoping that after spending 20-30 minutes listening to each episode you will leave energized and ready to apply what you’ve learned in your own business. We look forward to bringing you this podcast several times a month and would welcome your thoughts, ideas and comments. If you are passionate about customer centricity, clienteling and retail and would like to be a guest on the show, please send me a personal message at bryan@theclientelingpodcast.com. If you want get more personalized help or if you are interested in advisory services, contact Clientricity at info@clientricity.net

Information

  • Creator
    Bryan Amaral
  • Years Active
    2020 - 2026
  • Episodes
    13
  • Rating
    Clean
  • Copyright
    © 2026 The Clienteling Podcast
  • Show Website
    The Clienteling Podcast