Building a high-performing VIP Service

Client Context

A global luxury ecommerce retailer with an established international customer base had recently launched a VIP programme.

Despite having identified their highest-value customers, the programme offered no meaningful service differentiation beyond additional discounting.

The business was facing challenging market conditions with performance declining across key commercial KPIs.

The Challenge

The business needed to unlock the commercial potential of their most valuable customers but faced several critical barriers:

01

No service differentiation for the top VIP segment beyond price reduction, failing to leverage the true potential of high-value relationships

02


Absence of personal shopping infrastructure or in-house clienteling capability

03


Declining performance across the business in a difficult trading environment

It was essential to build a sustainable programme that would protect revenue and demonstrate measurable ROI using existing resources.

04


Untapped commercial opportunity to use relationship-based service as a defensive strategy against market headwinds

My Approach

Over 6 months, I designed and implemented a comprehensive personal shopping service from the ground up, working strategically within existing team and budget constraints.

Service Infrastructure

  • Designed a personal shopping service framework tailored to the luxury discount model

  • Built VIP sales tracking and client preference reporting systems to enable data-led decision making

  • Created processes that were scalable and sustainable

Team Development

  • Selected 2 high potential Customer Care team members

  • Delivered comprehensive training covering clientelling best practices, proactive sales, and styling for luxury customers

  • Equipped the team with tools and confidence to manage high-value relationships

Strategic Client Engagement

  • Created a data-led event strategy focused on highest ROI formats

  • Delivered 4 client experiences across London and New York (3 Style Suites + 1 intimate VIP dinner)

  • Designed experiences that deepened relationships beyond transactions

Cross functional Impact

  • Embedded VIP customer insights across marketing, trade, and commercial functions

  • Acted as the voice of the VIP customer in strategy meetings

  • Created alignment across teams on the strategic value of the top customer segment

The Results

What this delivered

In a declining market where the broader business saw year-on-year performance drops, PS-assigned VIPs demonstrated significantly better resilience. The personal shopping programme protected performance and validated the value of relationship-based service in challenging conditions.

✓

Sustainable capability built – established a scalable personal shopping service that could grow with the business

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Repeatable model created – proved the concept across two key international markets

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Team confidence developed – equipped Customer Care team members with luxury service skills

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Strategic value demonstrated – showed clear ROI justification for relationship investment in difficult trading periods

The Insight

Luxury customers respond to experiential service investment, not just price incentives. When market conditions are challenging, relationship-based service becomes a crucial strategy - not a nice-to-have, but a revenue protection and growth tool.

By focusing on personalisation, proactive contact, and experiences that made clients feel genuinely valued, the business was able to measurably protect performance whilst strengthening customer loyalty for future growth.