How Jones Road Beauty Built a Clienteling Program that Drives a 10% Conversion Rate from Store Outreach

When Bobbi Brown built her first company, she grew it through department stores. With Jones Road, she went the other way. Every store is company-owned, designed in-house to reflect its neighborhood, and staffed by artists who work one-on-one with customers. There's no wholesale and no franchising. The stores exist so people can sit with an artist and actually try the product.

We spoke with Amanda Aldecoa, Regional Director of Jones Road Beauty, to understand their decision to power their clienteling through Endear.

The Challenge: A beauty brand betting on stores, with no way to follow up

Jones Road’s unique beauty model makes the in-store experience the brand's biggest asset. But when Amanda Aldecoa joined as Regional Director, the store relationship ended at the door.

Although Jones Road connected with customers via email marketing and social media, they had no way to follow up with customers at the store level. This meant the relationships they worked so hard to build would go silent after each store visit.

Customer lists had to be requested from the data team and pulled from Shopify. Some associates kept manual notes, but there was no system guiding their efforts.

Amanda had spent 15 years in fashion clienteling, and she spotted the opportunity almost immediately. "Beauty is so personal, and you have so many questions when you leave the store about how to use a product," she said.

With roughly 70% of first-time customers never making a second purchase according to industry reports, follow up was a crucial strategy that Amanda set out to tackle. She knew that without follow up, most of those first-time customers would slip away: "Where I think we lose them is that 90-day mark if there's no contact in between."

The Solution: A Retail CRM That Always Keeps the Relationship Going

Amanda knew the power of clienteling from her time working in fashion, and she had even used Endear in a previous role, so she knew it was the right fit for Jones Road.

Her challenge was showing the value to leadership. Jones Road had never done clienteling, so there was no data showing it would pay off. That’s what led Jones Road to start with a four-store pilot before committing to full rollout.

From Pilot to Full Rollout

During the pilot, several choices kept the risk low:

• Existing hardware. Endear ran on the iPads stores already used, so no new hardware was needed.
• Existing data. Customer data synced directly from Shopify, meaning there was no custom setup required.

The primary metrics Amanda measured during the pilot was average order value and clienteling sales. Within a few months, their pilot stores achieved over 10% of store sales coming from clienteling outreach.

By February 2026, Jones Road rolled out to all their stores.

What Jones Road Sends 1:1, and What Goes Out as a Campaign

Jones Road store teams use both 1:1 messages and campaigns in Endear, and each has a clear job. One-to-one messages build individual relationships. Campaigns let a store reach its whole community at once in a way that wouldn’t be possible going one-by-one. Both come from the same store team, meaning they both feel personal and stand out from generic marketing.

One-to-one messages: for the relationship

These are sent individually, usually by text, by the associate who helped the customer. Common examples:

• The thank-you. A short, genuine note after a visit. Amanda's standard is simple: acknowledge the customer, say it was great to meet her, and let her know you're there if she needs anything.
• The personal check-in. Using client notes, associates follow up on what the customer actually shared. "She mentioned she was going to a birthday party, so why don't you follow up and just say, 'How was the birthday party last weekend?'" Amanda said.
• Replenishment reminders. Mascara runs out in about three months, but Amanda asks teams to handle these individually. "Let's not do a mass outreach, because that really feels transactional," she said.
• Win-back for lapsed customers. When a repeat customer goes quiet, the outreach comes from the person who last helped her, or from the store manager. It's a check-in on how she's loving her products, not a product pitch.
• Top clients. Jones Road's most loyal customers, known internally as "Roadies," get ongoing personal attention. Teams also go to them for product feedback.

Campaigns: for the reach

Campaigns are store-level sends to a larger audience. Endear personalizes them so they read like they came from the store, not from headquarters. When a client replies to a campaign message, it still hits the store inbox and starts a real conversation. Common examples:

• In-store events. Each store hosts events weekly or monthly, and campaigns fill the room.
• Monthly product launches. New launches go to customers who bought related products. For example, eyeliner buyers get an invitation to try the new eyeshadow sticks.
• Online-to-store invitations. Online customers who live within 10 to 15 miles of a store get an invitation to visit in person.

The Endear features behind it

• Filters and audiences. Teams build lists by purchase history, product category, last visit, and distance from the store.
• Tasks. Reminders to follow up at the right time, like a three-month mascara check-in. "I love the tasks function," Amanda said.
• Insights. Store managers see message volume and conversion by employee, which turns reporting into coaching. "What's great is that you can look at it by employee, and that's where it's up to the store managers to really coach the team," Amanda said.

The Results: Personal Outreach That Converts, Campaigns That Scale

Here's what that outreach delivered for Jones Road Beauty.

One-to-one messages delivered Jones Road's strongest results. Messages sent by store associates generated these results:

• Converted at 10.7%
• Earned a 15.4% reply rate
• Produced order values 2.4x the brand-wide average
• Generated roughly $25 for every message sent

Campaigns gave store teams reach they couldn't get one message at a time. Those sends drove more about half of attributed clienteling revenue.

Both channels bring in customers who spend more than average. One-to-one messages go deeper with each customer, and campaigns reach more of them.

Getting Customers Back In Store

Looking at industry benchmarks, roughly 70% of first-time customers never come back. Amanda says Jones Road's store customers are telling a different story. "We actually have a great retention rate," she said. "Last month, 60% were returning customers, which is pretty great."

For Amanda, that number reflects what happens after the sale. "That tells me so many different things," she said. "It's the first interaction, but what is our team doing after, and how are they building that relationship?"

The biggest surprise came from Jones Road’s online-to-in-store outreach. "Transparently, I didn't think we would have gotten that response, because in my last 15 years of clienteling, the ecom customer is so hard to get into the store," Amanda said. "But with makeup, it's our little advantage. You've got to try the product in person."

She saw it firsthand in Dallas. A customer walked in who had never visited a Jones Road store before. She came because the Dallas team had emailed to let her know there was a store in her neighborhood. "That's truly music to my ears," Amanda said.

What's Next: More Stores, More Relationships

Jones Road plans to keep opening company-owned stores through 2026, and every new store launches with Endear from day one.

For Amanda, the bet is the same one Jones Road made on its stores. "In a world where we're always on our phones, especially now with AI, I firmly believe people are craving that connection," she said. "They want to talk to someone.”