Reformation, a Los Angeles based retailer founded in 2009, is on a mission to bring sustainable fashion to everyone.

The brand combines stylish, vintage-inspired designs with eco-friendly business practices, releasing twice-weekly, limited-edition collections for individuals who want to feel beautiful and live sustainably. Its products have been climate neutral since 2015 and the business has been Climate Neutral Certified since 2021, with ambitious commitments in place to become Climate Positive by 2025 and Circular by 2030. The brand has also established itself as a leader in retail innovation, pioneering a proprietary tech-enabled store concept that brings the best of its online experience to its 50+ physical doors.

In support of its  continued growth trajectory, the Reformation team partnered with Endear in 2023 on a clienteling program designed to evolve its customer experience and ultimately boost customer engagement and retention. We connected with Amelia Meadowcroft, Sr. Director, Customer Strategy at Reformation, and Lauren Phillips, Associate Manager of Retention Experience, to learn more about how they collaborated with Endear.

As Reformation continues to expand its global brick-and-mortar store footprint, the team is focused on evolving its omnichannel strategy in tandem to ensure a seamless and unified shopping experience across channels. Specifically, the team wanted to create a technological solution that could intelligently connect their existing digital customer support with their in-store associates’ 1:1 sales efforts, especially with online shoppers becoming in-store shoppers and vice versa.

“Our customer sees Reformation as one brand, not as separate e-commerce and retail experiences,” said Amelia. “It was very important to empower our in-store Ref team to engage with customers who had interactions with Customer Service and Marketing — ensuring those conversations felt personal and 1:1.”

Using Endear’s CRM and clienteling platform, Reformation has integrated a singular user experience where their customer support team (known as their Customer Love team), their ecommerce team, and their in-store associates can easily coordinate the omnichannel customer experience together.

“We use Endear’s email and SMS campaigns to connect with our customers in a bespoke way,” said Lauren. “We segment and group our messaging into three buckets: 1) manual individualized sends that members of our store teams send directly to customers, 2) ad hoc, one-off batch campaigns that we send to segmented audiences based on commonalities, and 3) automated emails that go out at regular intervals during the customer journey. We see high conversion from all three, but in general, the more personalized the message, the higher the conversion.”

“This enables us to deliver a more unique and human-centric customer experience,” Amelia added. “It feels more authentic, more refined. We've observed a meaningful impact on both loyalty and engagement as a result. Among the customers who have received clienteling through Endear, a higher percentage have transitioned into repeat, omnichannel, high-value shoppers.”

The personalization in Reformation’s messaging has proven to be a needle-mover, but this is just the beginning of their ongoing partnership with Endear. Already in the works on the product side is a way for customers to easily book in-store appointments with specific stores, which is all managed from the same CRM interface that sends and tracks customer data and campaigns.

“We know our customer is intentional — they often browse online before visiting a store, balancing a busy life.” Offering appointments gives them a more tailored and efficient way to engage with Reformation,” said Amelia. “That’s why we’re working with Endear to introduce an appointment scheduling feature that will be a game changer. It’s another way we can create a seamless experience between online and in-store shopping.”

"Since launching appointments, we've seen customers proactively booking times with stores. This has helped customers plan their visits in advance while also benefiting store operations —allowing for proper staffing, reserving fitting rooms ahead of time, and ensuring a seamless experience for everyone."

By providing an easy way to schedule appointments with specific stylists and teams, Reformation expects to deepen customer relationships, increase store foot traffic, and help store teams better anticipate shopper volume.

“We’re excited to bring all these initiatives together into one seamless, personalized experience through our continued partnership with Endear.”