top of page
Writer's pictureManasvi Thakare

The Importance of VIP Clienteling for a Superior Luxury Customer Experience



 

In the fiercely competitive world of luxury retail, VIP clienteling has emerged as a critical strategy for top-tier brandsto distinguish themselves from the rest and deepen relationships with their top customers. In this article we will first understand who the VIP Customer is, their expectations and VIP customer serving strategies.

 

Understanding the VIP Client

 

The latest report on True-Luxury Global Consumer Insights by Altagamma & BCG Team states that ultra high net worth individual’s are 3% of the population but contribute to 40% of global wealth. Termed as ‘Beyond Money customers’, they represent less than 1% of the total luxury customer base, but are a growing segment immune to economic trends, making them a stable growth driver for brands.  In general, 10% of a luxury brand’s clientele contribute up to 80% of revenue. 


These top spenders are identified as ‘VIP Clients” and they come with heightened expectations of how they want to be treated.  Personalized attention, exclusivity, and superior service, unique experiences and direct communication with dedicated relationship managers are some the basics VIP Clients have come to expect. They also seek convenience, global recognition for their loyalty, seamless transactions and on demand service, exclusive access and bespoke products, all while desiring a deep emotional connection with the brand.


The Art of VIP Clienteling


VIP clienteling is the art of providing exceptional, personalized services to a brand's most valued customers. It involves creating bespoke experiences that cater to the unique preferences and needs of high-value clients, ensuring they receive a level of attention and exclusivity that makes them feel truly special.

 

While leading luxury brands have made advents into VIP clienteling here is a glimpse at strategies brands can incorporate in their customer journeys for their top clients.

 

1.  Private Spaces: VIP Clients often seek private shopping spaces or personal lounges where they can shop in a luxurious, undisturbed environment without waiting. Chanel, Gucci and Brunello Cucinelli are few of the brands that have created exclusive personal spaces that allow clients to visit by appointment, ensuring they never have to wait in line and always receive personalized service.


2. Hi Touch Service: Luxury Brands can provide direct access to dedicated relationship managers who provide personalized services like home visits, curating a selection of goods for them and solve their complaints proactively. Salespeople need to know their clients’ birthdays, anniversaries, color & style preferences, size, past purchase history and wishlists.


3. Priority Access: Most Luxury Brands offer VIP clients priority access to new collections, limited-edition releases, and exclusive sales before they are available to the general public. Loyal clients can expect fixed discounts and early access to end-of-season sales.


4. Exclusive Experiences & Community: VIP clients look for unique and memorable experiences to feel part of the brand community like invitations to exclusive events, such as private fashion shows, product launches, and bespoke travel experiences. Porsche has member only clubs, Tiffany’s flagship store offers a fine dining experience, Bulgari, Boucheron and Fendi offer much coveted access to their one of kind accommodations. Saks Fifth Avenue took their VIP clients on a ski trip to Aspen.


5. Bespoke Products: Offering VIP clients access to limited-edition or bespoke products that are not available to the general public, enhances their sense of exclusivity and privilege. VIP clients can expect engraved fragrance bottles from Dior, limited-edition products from Prada and access to rare or custom Hermès Birkens.


6. Involvement in the Brand: Including VIP clients in brand activities like behind the scenes access and participation in product development fosters a deeper connection to the brand. Miu Miu invited a loyal 70 year old client to walk the runway in a Paris fashion week show. Christian Louboutin invites customers to the designer’s home.


7.  Concierge Services: Luxury Brands go the extra mile for VIP Clients through value added services. Farfetchprovides members of their private client program seats to runway shows, curated travel and meetings with designers. Diorhelps VIP clients find all things luxury from the world’s finest diamonds to rare artworks.


8. Hyper- personalisation: VIP clients expect to be recognized and appreciated for their loyalty globally. A global CRM database is a key tool brands can leverage to offer VIP clients the same level of recognition and service at any global location. Customer purchase history and preferences also enable brands to ensure all communication is tailor made to the customer’s desires.


9. Digital Access: Today VIP clients want to feel special not just in the brick and mortar world of luxury. Louis Vuitton, IWC and Prada have created digital communities in the metaverse that offer one of a kind NFTs. The Burberry app offers an invite-only chat function that gives 24/7 direct access to salespeople. Many brands live stream fashions to VIP customers across the world.

   

How to approach designing a VIP client experience for your brand


Luxury brands need to design VIP Customer Journeys that are unique to their brand DNA. For example, a home like shopping experience suits Brunello Cucinelli but a members club helps build a community for Porsche lovers.

 

Human centred tools are a great way to sensitise your team to VIP customer expectations and foster creative thinking to create a customer journey that is tailored to you brand and reflects genuine customer empathy. The VIP Clienteling workshop focuses on the art of creating unique VIP customer journeys. If your ready to delight your VIP customers check out this workshop https://www.sonaligogia.com/workshops/vip-clienteling-for-luxury-brands


About the Author

 


As a Luxury Customer Experience Specialist I work with brands worldwide to help them design and deliver signature experiences. I have a business degree from Tulane University (US), a Masters in Service Design (Italy) and several behavioural training certifications. As an expert in the field for over 20 years, I combine human centered tools like cross functional workshops and customer journey mapping with selling and service skill training to embed customer empathy and a service culture within organisations. Having worked with global brands like Lancôme, Zegna, Diesel and Nespresso and home grown brands D'Decor, Regal Shoes and Colorbar across India, the Middle East and Europe equips with rich and nuanced understanding about the Luxury Customer Experience.

If you want to improve your brand's service, enable your team to sell deeper and create implementable and scalable customer experiences that provide measurable returns get in touch with me.


📩 Email me: sonaligogia@gmail.com


 

1 view0 comments

Recent Posts

See All

Comments


bottom of page