This customer segment shows the best of the customers. VIP customers shine in all three measured levels. They bought recently, bought most frequently, and have the largest orders. They are the top 1% of the store’s customers (top 0.8% to be precise).
A store needs to treat these customers as very special with a variety of benefits. The retailer must make sure that the store is communicating with them regularly, both automatically (e.g. personal offers) and manually (e.g. 1-off personal emails). This is also a great segment for targeting audience-based advertising (e.g. Facebook Lookalikes).