It’s 10am. Do you know where your VIPs are?

In the strange retail environment of 2025 (ahem, see our post about tariffs), the importance of catering to VIP customers has never been clearer. These elite shoppers aren't merely valuable—when the economy slows, they're vital to a brand’s success. According to a recent report by Bain & Company, top-tier customers (or “very important clients,” aka VICs), typically representing just over 2% of a customer base, can account for nearly half (45%) of global luxury purchases.

Likewise, the Pareto Principle (often referenced as the 80/20 rule) holds particularly true in luxury and premium retail, where a small percentage of loyal customers contribute disproportionately to overall sales.

Because of this, identifying and nurturing VIP relationships is a strategic move for sustained retail success for nearly all brands. Companies that excel at VIP clienteling can see profit increases ranging from 10% to 20%, as indicated by research from McKinsey. Clearly, delivering exceptional experiences to VIPs is more than a luxury; it's a business necessity.

So let’s talk about what it takes to discover who your VIPs are, and how to cater to them in order to earn their trust and loyalty.

Understanding what motivates and satisfies a VIP customer is critical. Unlike the bulk of your shoppers, VIPs demand not only premium products but a complete, curated experience. Their shopping decisions are often deeply intertwined with their personal identity, lifestyle, and social image.

These discerning customers expect brands to know their preferences, to anticipate their needs, and to deliver personalized services that enhance their shopping journey. They shop not merely out of necessity but out of desire for self-expression and exclusivity.

Convenience, exceptional service, and a sense of recognition and belonging are all part of the equation to make your VIPs feel seen. These customers value their time immensely, expecting brands to provide streamlined, frictionless shopping experiences.

Identifying your VIPs goes beyond just spending amounts; it involves sophisticated analysis of shopping patterns, engagement levels, product preferences, and customer advocacy.

Retailers should utilize their Customer Relationship Management (CRM) systems, leveraging analytics in order to segment VIPs effectively and efficiently. A well-configured CRM allows brands to track purchasing frequency, average spend, average order value, response to exclusive offers, attendance at private events, and interactions on social media.

For example, let’s say your CRM has tagged Sarah as a potential VIP due to these reasons:

• Sarah has made six purchases in the last year at your apparel store, spending a total of $2,500, with an average order value of $417.
• Each purchase included at least one premium denim item and multiple accessories.
• She’s well on her way to becoming a "Platinum Tier" member of your loyalty program, having earned over 50,000 points through her purchases and referrals.
• Sarah doesn’t hesitate to ask store associates for help when she runs into issues, and comments on your social media posts fairly frequently as well.

You can set up your CRM to flag potential VIPs and automatically segment them for VIP nurturing campaigns, or to have your reps follow up with a personal message.

So now that you’ve grouped your VIPs, what’s next?

Providing an exclusive VIP experience means transforming every customer interaction into a meaningful, memorable event. This entails extensive personalization and attention to detail, reinforcing the customer’s elite status at every step.

Structured clienteling ensures consistent, exceptional service delivery for VIP customers. Endear’s proven clienteling approach outlines a clear, systematic journey:

Several brands exemplify best practices in creating unmatched VIP experiences:

Investing in exceptional VIP experiences is not merely about customer service—it’s a strategic priority essential for retail success. Retailers who expertly identify, nurture, and serve VIPs unlock substantial revenue potential and significantly elevate their brand prestige.

By utilizing a structured, data-driven approach such as Endear’s clienteling recipe, retailers can ensure that every VIP interaction feels exclusive, personal, and genuinely thoughtful. Ultimately, fostering strong VIP relationships transforms top-tier customers into lifelong brand ambassadors, driving sustained growth and profitability in the increasingly competitive retail market of 2025.