In this guide, we’ll break down everything you need to know about VIP loyalty programs—how they work, why they’re effective, and how to create one that truly rewards your best customers.
If you’re ready to elevate your customer experience, let’s get started!
What Is A VIP Loyalty Program?
A VIP loyalty program – also known as a tiered loyalty program or VIP membership program – is a customer rewards system that offers exclusive benefits to a brand’s most loyal customers.
Unlike traditional loyalty programs where everyone earns the same rewards, VIP programs reward higher engagement and spending with premium perks, special privileges, and personalized experiences.
Implementing a VIP loyalty program offers several advantages for merchants:
- Increased customer retention: By rewarding loyalty, merchants can build stronger emotional connections with their customers, leading to longer-lasting relationships and repeat business.
- Higher revenue: VIP members often spend more to reach the next tier, boosting average transaction values and overall revenue.
- Competitive differentiation: A well-executed VIP program can set a brand apart in a crowded market. By offering unique value propositions, it can attract new customers and retain existing ones.
- Valuable customer insights: These programs encourage customers to share more information in exchange for better rewards, enabling merchants to gain deeper insights into their preferences and behavior.
4 VIP Program Ideas That Are Proven To Work
Elevate your VIP program with these four proven strategies that not only reward your most loyal customers but also create an irresistible allure for others to join their ranks:
1. Exclusive Perks: Offer your VIP members privileges that make them feel truly special
- Early access to new products or sales: Let your VIPs be the first to explore and purchase your latest offerings before launching to the general public.
- Invitations to private events or experiences: To make your VIPs feel valued and connected to your brand, host exclusive events, such as private shopping nights or virtual meet-and-greets with designers. Luxury brands often organize such events to foster a sense of community among their elite customers.
2. Personalized Service: Tailoring services to individual preferences can significantly enhance the VIPs’ experience. Implementing personalized services can include:
- Dedicated account managers or personal shoppers: Assigning a specific representative to VIP members ensures consistent and personalized communication, fostering a stronger relationship.
- Free consultations or styling advice: Offering expert advice tailored to individual needs adds value and reinforces the exclusivity of the VIP status.
- Personalized thank-you notes after purchases: A simple, handwritten note expressing gratitude can leave a lasting impression and strengthen the customer-brand relationship.
3. VIP-Only Content: Providing exclusive content keeps VIP members engaged and reinforces their special status. This can include:
- Access to members-only blog posts or webinars: Share insider information, industry trends, or expert advice that caters to their interests, reinforcing their decision to join your VIP program.
- Free downloads of eBooks, playlists, or branded wallpapers: Offer digital goodies that resonate with your brand’s identity and appeal to your VIPs’ tastes, keeping them connected to your brand even when they’re not shopping.
4. Enhanced Support: Elevated customer support services demonstrate a commitment to your VIP members’ satisfaction. Consider the following enhancements:
- 24/7 Priority Customer Support: Providing around-the-clock assistance ensures VIP members feel valued and their issues are promptly addressed.
- Free returns or exchanges for all purchases: Simplify the shopping experience with hassle-free return policies, demonstrating confidence in your products and commitment to customer satisfaction.
- Guaranteed inventory for high-demand items: Reserve stock of popular products exclusively for VIPs, ensuring they have access to sought-after items even during peak demand periods.
3 Examples of Successful VIP Loyalty Programs
Marriott Bonvoy
Marriott Bonvoy is the global loyalty program of Marriott International, encompassing over 30 hotel brands worldwide. Designed to reward frequent guests, the program offers a tiered structure that enhances the travel experience through various exclusive benefits.
Qualifying for VIP status: Marriott Bonvoy’s Elite Status is achieved by accumulating a specific number of qualifying nights within a calendar year. The highest ranks additionally require a spend of $23,000 USD annually.
Elite benefits and perks:
- Bonus points: Earn additional points on eligible hotel purchases, with higher percentages at each tier.
- Room upgrades: Receive complimentary enhanced room upgrades, including select suites, based on availability upon arrival.
- Late checkout: Enjoy extended checkout times, up to 2 p.m. for Silver Elite and up to 4 p.m. for Gold Elite and above, subject to availability.
- Welcome gifts: Receive complimentary amenities or bonus points upon arrival at participating properties.
- Annual choice benefits: At the Platinum Elite level and above, select from options such as Suite Night Awards, gift status for a friend or family member, or a donation to UNICEF.
Why it’s successful
- Comprehensive brand portfolio: With a vast array of hotel options, members have flexibility and choice, making it easier to earn and redeem points across different market segments.
- Clear advancement path: The transparent tier system motivates members to increase their stays to access higher-level benefits.
- Valuable partnerships: Collaborations with airlines, car rental services, and credit card companies provide members with diverse avenues to earn and use points, enhancing the program’s appeal.
- Personalized experiences: High-tier members receive individualized services, such as dedicated ambassadors, which strengthen the emotional connection to the brand.
adiClub Rewards
Adidas, a global leader in sportswear, has developed the adiClub loyalty program to reward and engage its customers. This free-to-join, tiered membership program enhances the customer experience by providing rewards and exclusive access to products and events.
Qualifying for VIP Status: Membership in adiClub has four levels, determined by the accumulation of points. Members earn points through various activities, which contribute to their progression through different membership levels.
VIP benefits and perks:
- Members-only product releases: Exclusive access to shop members-only trainers, apparel, and more.
- Early access to products: Opportunity to purchase new releases before the general public.
- Exclusive events: Invitations to special events and experiences tailored for members.
- Discount vouchers: Redeem points for vouchers applicable to future purchases.
- Premium app access: Unlock premium features in the Adidas Running app.
Why it’s successful
- Comprehensive engagement: AdiClub encourages holistic engagement with the brand by rewarding a wide range of activities, from shopping to physical exercise.
- Clear progression system: The tiered structure provides clear incentives for members to increase their interaction and spending
- Personalized rewards: Offering benefits that align with members’ interests, such as exclusive product access and event invitations, enhances perceived value.
- Seamless integration: The program is integrated across various platforms, including mobile apps, ensuring a cohesive and user-friendly experience.
Sephora Beauty Insider
Sephora, a global beauty retailer across 35 countries, has built one of the industry’s most successful loyalty programs: Beauty Insider, with over 25 million members worldwide.
Qualifying for VIP status: Advancement through the tiers is based on annual spending. Once a tier is achieved, the status is maintained for the remainder of the current year and the following full calendar year.
VIP benefits and perks:
- Bonus points: Earn 1 point per dollar as an Insider, 1.25 points as a VIB, and 1.5 points as a Rouge member, accelerating the path to rewards.
- Exclusive discounts: Unlock tier-specific savings during Sephora’s seasonal sales, with Rouge members enjoying up to 20% off.
- Early access: Get first access to new product launches and special events, ensuring VIPs are always ahead in the beauty game.
- Free shipping: VIB members enjoy free standard shipping with lower minimums, and Rouge members enjoy unlimited free shipping.
- Personalized perks: Celebrate birthdays with complimentary gifts and receive early access to promotions tailored to individual preferences.
Why it’s successful
- Community engagement: Access to the Beauty Insider Community fosters a sense of belonging and encourages brand loyalty.
- Flexibility in rewards: Options like Beauty Insider Cash provide members with tangible, immediate benefits, increasing program engagement.
- Personalized experiences: By leveraging customer data, Sephora offers tailored product recommendations and promotions, enhancing customer satisfaction
How To Create Your Own VIP Loyalty
Establishing a VIP loyalty program is a strategic move, requiring planning and execution. Here’s a detailed step-by-step guide:
Step 1: Define Your VIP Customer & Value Proposition
Identify your ideal VIP persona
Begin by analyzing your existing customer base to identify traits of your most valuable customers. creating a detailed profile of your ideal VIP customer. Consider factors
- Purchasing behavior (high spenders or frequent shoppers)
- Demographics (age, location, income level)
- Engagement levels
Segment your audience
Once you’ve identified key customer personas, segment your audience accordingly. Segmentation allows for targeted marketing and personalized experiences, ensuring that your VIP program appeals to the right group of customers.
Use data analytics to group your customers based on:
- Purchase frequency.
- Average order value.
- Engagement with your brand (e.g., email opens, social media activity).
Determine exclusive benefits and perks
It’s generally a good idea to offer a mix of rewards and perks in your VIP program. However, you need to understand what motivates different types of customers to offer the best rewards at each level.
New Customers: They don’t know your brand very well, so they’re more likely to be attracted to immediate rewards, like:
- Discounts
- Free shipping
- Percentage off deals
- Free products
Loyal Customers: They are already brand ambassadors. They’re looking for ways to connect with your brand on a deeper level. This is where you can offer exclusive experiences, such as:
- Meet and greets
- Early access to sales
- Special events
- Exclusive content
Step 2: Set The VIP Qualification Criteria
Here are a few common criteria you can use:
- Spending threshold: The easiest way to do this is to use your store’s average order value (AOV).
- Entry Tier: Customers enter this tier immediately after joining.
- Middle Tier: Customers reach this tier by spending twice your store’s average order value.
- Elite Tier: Customers reach this tier by spending five times your store’s average order value.
If you have more than three tiers, each higher tier should require a larger multiple of your AOV.
- Purchase frequency:
Instead of focusing on spending alone, some VIP programs qualify members based on how often they purchase. This strategy is ideal for brands selling lower-cost, repeat-purchase items like skincare, coffee, or fashion.
Purchase frequency can also be set as points. The basic reward in any VIP program is giving customers points for every dollar they spend. The number of points they earn depends on their tier.
The trick is to not give away too many points too quickly. If you want customers to keep striving for the highest tier, it needs to offer significantly better rewards than the lower tiers. This keeps them motivated!
- Engagement level: Some businesses reward VIP status based on customer interaction beyond spending, such as:
- Referring friends
- Leaving reviews or UGC (User-Generated Content)
- Social media engagement (likes, shares, tags)
- Attending events or webinars
Step 3: Choose A Timeframe
VIP programs thrive when there’s a sense of urgency. Determine whether VIP status will be time-limited (e.g., annual qualification) or lifetime.
- An annual reset encourages ongoing engagement as members work to maintain their perks. Use automated reminders to update members on their progress toward requalification.
- A “buy-in” lifetime VIP designation can generate upfront revenue, reward extreme loyalty, and create lasting connections. (e.g. Amazon Prime, Costco)
The choice depends on your audience’s behaviors and how you wish to incentivize their involvement.
Step 4: Decide on the Program Structure
Deciding on the structure of your VIP program is pivotal—it’s the framework for delivering consistent value.
- A single-tier system might work for smaller brands or niche audiences
- A multi-tiered model can create a gamified experience, encouraging customers to climb the ladder for greater rewards.
For example:
- Tier 1: Free shipping and early access to sales
- Tier 2: Exclusive event invitations, personalized recommendations, or even VIP-only products.
- Tier 3: might include white-glove services like dedicated account managers or concierge support.
Moreover, you should focus on experiential rewards. Customers who receive exclusive experiences (e.g., private events) have three times the emotional loyalty of those who only get discounts. Include VIP-only events, virtual masterclasses, or one-on-one consultations in your offerings.
Step 5: Set Up Technology to Manage the Program
Managing a VIP loyalty program requires robust tools to ensure seamless execution. A loyalty program software is crucial for automating processes, tracking member progress, and delivering personalized experiences.
Joy Loyalty is a fantastic option for creating and managing your VIP program, including:
- Support for multi-level VIP programs with automated tier assignments
- Tailored messaging capabilities through email, SMS, or in-app notifications to deliver targeted offers, updates, and reminders.
- Tools for granting VIPs access to members-only content, events, or products.
- Real-time tracking of program performance with insights into customer behaviors
- Compatibility with your e-commerce platform, CRM, or POS system for smooth implementation
- Flexibility to grow as your business expands
You can start building your VIP loyalty program when you subscribe to Joy’s Professional plan, Advanced plan, and Enterprise plan.
Here is a brief and intuitive guide on how to set up a VIP loyalty program using Joy:
- From the Joy Loyalty dashboard, navigate to Membership > VIP Tiers, click Set up.
- In the Tiers tab:
- Choose the VIP Tier calculating rule
- Customize the discount code’s prefix
- Edit names for the tiers, set rules and entry rewards for them
- Move to the Design tab to customize membership cards and change the logos for VIP tiers.
- Set up Tier Demotion: Select the action you want to take on the customer’s tier when they haven’t made a purchase for a period of time. You can also set up notifications to remind customers to visit your store and earn points to maintain their tier status.
- Setting up Notifications to send to customers when they reach a new tier in the VIP tiers program.
- Review the VIP tiers program details once again. If everything looks good, click Launch to save your settings and publish your program. If adjustments are needed, make them before launching. For detailed guidance, you can refer to the VIP Tiers Program Help Page.
Step 6: Promote Your VIP Program
Effective promotion is another crucial stage in determining the success of your VIP program. Even the best-designed program can falter without effective promotion.
- Multi-channel marketing: Utilize email campaigns, social media, and in-store promotions to reach your audience.
- Clear value proposition: Communicate the benefits and exclusivity of the VIP program clearly to entice customers to join.
- Leverage influencers and testimonials: Showcase testimonials from existing VIP members or collaborate with influencers to build credibility and interest.
Step 7: Deliver an Exceptional Experience
Once members join, the real work begins. VIPs expect an experience that reflects their status. Providing an outstanding experience is key to retaining VIP members:
- Personalized service: Use customer data to tailor experiences and offers to individual preferences.
- Exceed expectations: Surprise and delight VIPs with unexpected perks or recognition to strengthen their loyalty.
The experience must extend beyond rewards. Ensure customer service for VIPs is quick, tailored, and efficient
Step 8: Track, Analyze, and Optimize
Every program needs regular refinement to stay relevant. Leverage the third-party analysis tools to continuously monitor and improve. Consider the following:
- Key performance indicators (KPIs): Track metrics such as enrollment rates, engagement levels, and redemption rates to assess program effectiveness.
- Feedback loops: Regularly solicit feedback from VIP members to identify areas for improvement.
- Iterative improvements: Use data and feedback to refine and enhance the program, ensuring it remains relevant and valuable to your VIPs.
Bottom Line
A VIP loyalty program is your chance to turn top customers into lifelong brand advocates. Start by understanding their needs, crafting exclusive rewards, and leveraging the right tools like Joy to manage and optimize the program.
Launch with confidence, keep evolving, and watch as your most loyal customers drive your success forward.
