The essence of creating a VIP Program lies in acknowledging and rewarding the invaluable contributions of a select group of customers.
What is a VIP program?
A VIP Program is an exclusive, invitation-only customer engagement program designed for a select group of customers who provide exceptional value to your brand.
Unlike paid memberships, VIP Programs offer special privileges and benefits at no cost to the members. Targeted at high spenders, key influencer partners, and other valuable cohorts, VIP Programs are a way to acknowledge and reward their contribution to your brand's success.
What business objectives does a VIP program achieve?
The primary objective of VIP Programs is to cultivate an exclusive community that provides participants with a sense of value and exclusivity. This not only enhances the customer experience but also serves as a powerful tool for increasing brand advocacy and customer spend.
Increase customer life-time value
VIP programs can help brands increase the customer lifetime value of participants by carefully curating experiences, rewards, and engagement opportunities that resonate with their unique preferences and values.
These products and experiences are typically unavailable to regular customers, allowing brands and retailers greater flexibility in their production (ie. small batches, highly curated events) and pricing. When executed correctly, this will result in increased customer spend and satisfaction.
Another way in which VIP programs can increase revenues is by carefully promoting the program to your general customer base, making it clear what the threshold is to join. This will incentivize those who are not yet VIPs to increase their spend in order to be invited.
Increased referrals
VIPs are likely already recommending your brand to their friends and family. By delivering a VIP program that goes over and above what your competition is doing, brands can increase the velocity at which VIPs advocate for your brand.
Related KPIs:
Revenue
Customer lifetime value (CLTV)
These indicators help measure the success and impact of your VIP program.
Which segment of your customer base is it for?
VIP programs are typically reserved for your highest spenders (top 1-10%). Other segments include early customers and those who engage with your content most frequently.
How to build a VIP program on RareCircles
Step One: Create your VIP program on RareCircles
If you have a Shopify store, you can build your VIP program using our Shopify app, the RareCircles Program Builder.
If you are not a Shopify merchant, you can instead build your program directly through RareCircles.
Step Two: Define your benefits
Tell members what to expect by adding up to eight unique benefits. Prioritize exclusivity by including benefits such as exclusive products, VIP-only events, and customized services, ensuring they provide tangible value and enhance the VIP experience.
Suggested Benefits Include
Exclusive Access to Products |
Priority Order Processing |
Early Access to New Drops |
Special event access |
Step Three: Invite your VIPs
Invite VIPs with an email or SMS campaign. For an enhanced experience, invite members in person at retail locations or via physical mail. Consider, creating a bespoke landing page to provide prospective members a place to learn more about your offering.
To enhance the sense of exclusivity, keep this page unlisted.
You can also turn any activation (gift card, exclusive products, early access) into an opportunity to attract members. Learn more.
Keys to a successful paid program
1. Personalization
A successful VIP Program hinges on its ability to make members feel genuinely special and valued. This is achieved by tailoring these experiences to match individual preferences and behaviours. By leveraging data insights to understand what truly resonates with each VIP member, brands can create unique, memorable experiences that foster a deeper emotional connection and loyalty to the brand.
2. Clear Communication
Effective communication is the backbone of any VIP Program. It's crucial for members to be consistently informed about their benefits, how to use them, and any new offerings or changes within the program. This transparency builds trust and ensures members feel acknowledged.
Some strategies to consider:
Integrate your landing page into your website or create one of your own.
Encourage VIPs to join your portal to easily share news about your program.
Create email drip campaigns promoting your benefits to target members.
3. Continuous Engagement
For a VIP Program to remain successful, it must continually engage its members while consistently delivering value. This means regularly updating the program with new benefits, exclusive offers, or experiences that keep the membership fresh and exciting. Engagement can be bolstered through interactive elements such as VIP surveys, feedback loops, and member-exclusive events that invite participation and input.