Is It Time to Build Your VIP Strategy?
Do you have a VIP strategy in place? Perhaps it’s time to think about crafting one.
But where do you start?
Have you ever noticed how some customers just keep coming back?
They’re already engaged, already spending multiple times throughout the year, and have a strong AOV. These are your VIPs.
But what if they could feel even more connected to your brand? Imagine what would happen if they knew they were truly valued.
For the sake of this email, let’s take ‘Philippa’—a customer persona that helps illustrate how a VIP strategy could work in practice.
Step one: Defining your VIPs.
This will vary by business, but a great starting point is the RFM model (Recency, Frequency, and Monetary value). Questions to ask...
How recently has 'Philippa' purchased from you?
How often does she buy within a given timeframe?
And how much has she spent overall?
Identifying patterns like these is the foundation of an effective VIP strategy.
Step two: Leveraging this customer cohort.
Right now, 'Philippa' shops with you. She’s purchased multiple times in the last year, across different product categories. She’s invested. But does she feel special? Does she see herself as a VIP? Probably not. And when customers don’t feel special, they don’t always stay.
Now, picture this: 'Philippa' sees your brand as her go-to.
She doesn’t just shop—she returns, time and time again. She knows she’s a VIP, because you’ve made it clear through personalised communication, thoughtful rewards, and experiences designed just for her.
Every touchpoint reinforces her value. Every message makes her feel seen. And when customers feel seen, they stay.
What would it mean for your business if your top customers felt this way?
When you put a VIP strategy in place, you don’t just retain customers—you create brand advocates, people who wouldn’t dream of going elsewhere.
The question isn’t whether a VIP strategy will work—it’s how soon you’ll start seeing the results.
Want support crafting your VIP strategy? Let’s chat.