Different ways to WOW your VIPs


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In my previous post I shared how to identify and leverage the three types of store VIPs. The three types of VIPs are:

* Top VIPs. These are the top 10-25 customers.

* Current VIPs. The top 50, 100, or 250 customers.

* Community VIPs. These are customers who are important to your store but not necessarily big spenders.

Here’s different ways you can WOW your VIPs and maximize your relationship with them.

Private shopping hours. Offer your VIPs exclusive private shopping hours before the store opens. To increase the value, make the private shopping hours seem to be in limited supply.

First look events. Invite your VIPs to be the first to see and purchase new products at exclusive events. You’ll be amazed at how special this makes your VIPs feel.

Limited product opportunities. Got a hot product that’s limited supply? Don’t put it on the floor for sale, call and offer them to a couple of your Top VIPs.

Breakfast with the designer or expert. Host a VIP breakfast before your next trunk show or event.

Dinner with the designer or expert. Invite a Top VIP to join you for dinner with the visiting designer or expert.

Birthday gifts. While recognizing every customer’s birthday with a card and gift card is good business, you might consider sending a Top VIPs and select Current and Community VIPs a gift directly to their home. What a nice surprise!

Surprise and special occasion gifts. There are numerous opportunities to WOW a VIP – if you listen for them. For example, a customer who is shopping for something to wear for her anniversary could be sent a gift certificate to a local restaurant.

Follow-up thank you calls from the owner or manager. If you miss the chance to thank a VIP when he/she is in the store, why not call and say “thank you” for their business or visit?

A call or email about a new product you think might interest that customer. This is obviously a key action of clientele-ing. I always like to remind people that clientele-ing isn’t keep a customer book….it’s using a customer book!

Thank you card. While you probably want to send all of your customers a thank you card for a substantial purchase, send your Top and Select VIPs a thank you card for being your customer. You can also thank the Community VIPs for supporting your store.

So let me ask, did I miss something that you do to WOW your VIPs? Did you see something new you might try?

Republished with author's permission from original post.

Doug Fleener
As the former director of retail for Bose Corporation and an independent retailer himself, Doug has the unique experience and ability to help companies of all sizes. Doug is a retail and customer experience consultant, keynote speaker and a recognized expert worldwide.


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