Online VIP customers - a group of customers who buy a lot and buy again - determine the majority of revenue, but many shops take care of them just like retail customers. Segmenting by value and personal care: exclusive offers, priority support, special gifts - is the most important way to retain customers. Zenify recorded a 21% increase in conversion rate (approved).
TL;DR
- VIP guests determine the majority of revenue.
- Segment by value, not by emotion.
- Private care: exclusive offers, priority support.
- Name calling, personalization, no "mass treatment".
- Keeping VIP is cheaper than finding new customers.
Why do we need to take care of VIP guests?
A small portion of customers bring in the majority of revenue.
Customers buy more → service costs are much lower.
Losing a VIP = losing the entire repeat revenue stream.
VIP guests are well taken care of and also introduce acquaintances.
How is the VIP customer segment?
By value
Total spending in the period: 6 months, 12 months.
Number of orders, frequency of purchase.
Latest value (recentcy).
Create a level
Rank | Criteria | Benefits
Silver | Spend less | Small incentives, light priorities
Gold | Average Spend | Good deals, priority support
Diamonds | Highest spend | All incentives and private care (see VIP care)
How is VIP care different from regular customers?
Activities | Regular guests | VIP guests
Offers | General | Exclusive, private
Support | Line up | Priority, person in charge
Gifts | By occasion | According to personal preferences
Communication | Bulk messages | Name it, personalize it
New products | Notice | Priority booking
Effective way to take care of VIPs
1. Exclusive offers
Unique discount code, access to products/offers before others.
VIPs feel "treated differently" — that's great value.
2. Prioritize support
VIP has its own line/person in charge.
Don't wait in line like regular customers.
3. Personalization
Call by name, remember preferences, purchase history.
Recommend the right VIP products or need them (see CRM Zalo).
4. Surprise gift
Birthdays, anniversaries, gifts after spending milestones.
Surprise at the right place creates great sympathy.
5. Listen privately
Private VIP opinion survey (see Measuring CSAT shop).
VIP feels appreciated → loyal.
Mistakes to avoid
Treat VIPs like retail customers — big customers feel "accidental".
Divide VIP based on sentiment — must follow data.
Only incentives but no support.
Forgetting VIP after the sale season (see After-sale care).