VIP tier programs have become essential for direct-to-consumer brands looking to build lasting customer relationships and drive repeat revenue. These structured loyalty programs reward customers based on their engagement level, creating clear incentives to spend more and return often.
A well-designed Shopify loyalty program with tiered benefits can transform one-time buyers into brand advocates. The data backs this up: tiered programs drive 30-40% higher engagement than flat-structure loyalty offerings. This engagement gap exists because tiered structures create aspirational goals that motivate customers to increase their spending to unlock better rewards. According to Harvard Business Review, increasing customer retention rates by just 5% can increase profits by 25% to 95%.
Key Takeaways
- VIP tier programs create clear progression paths that motivate customers to increase spending and engagement over time.
- Top-tier VIP members show 8.7x higher repeat purchase rates compared to non-members.
- Brands like Sephora generate 80% of sales from their loyalty program members.
- Modern platforms like Rivo offer VIP tier automation based on spend, points earned, or order count.
- 59% of consumers are more likely to sign up for loyalty programs compared to 12 months ago.
- The right tier structure balances attainable entry levels with aspirational top tiers that drive increased spending.
This list covers both platforms DTC brands can implement and real-world brand examples worth studying. We evaluated each option based on tier sophistication, documented performance metrics, and relevance to direct-to-consumer businesses on Shopify.
1) Rivo – Best for Shopify Plus Brands
Rivo stands out as the top choice for DTC brands seeking fully customizable VIP tier programs on Shopify. The platform serves 7,000+ brands and has generated over $1.5 billion in revenue for its clients.
This scale demonstrates Rivo's ability to handle everything from emerging brands to enterprise-level retailers. The platform's growth reflects the increasing demand for sophisticated loyalty solutions that can adapt to unique business needs without requiring custom development.
Best For
Fast-growing Shopify Plus brands wanting modern architecture and flexible tier structures
Price
Free up to 200 orders, then $49-$1,999/month
Key VIP Features
- VIP tier automation based on spend, points earned, or order count
- 8+ checkout extensions allowing customers to spend points as payment
- Analytics dashboard with 20+ reports on program performance
- Deep Klaviyo integration for tier-based email segmentation
The numbers speak for themselves. Kitsch generated $5.8M in loyalty-attributed revenue using Rivo, with their top-tier VIP members showing an 8.7x higher repeat purchase rate than non-members. This dramatic difference in behavior shows how effective tier structures can be when properly implemented with the right incentives at each level.
Rivo's open platform architecture handles 95% of use cases out of the box while offering best-in-class API access for custom requirements. The platform operates on month-to-month billing with no annual commitments—a direct result of being 100% bootstrapped with zero venture capital.
For brands ready to increase customer lifetime value with tiered loyalty, Rivo offers white-glove onboarding on Plus and Enterprise plans.
2) Sephora Beauty Insider
Sephora's Beauty Insider program represents the gold standard for VIP tier design. With 31 million U.S. members, the program generates 80% of Sephora's sales.
This overwhelming sales concentration among loyalty members demonstrates the program's effectiveness at driving customer behavior. When 80% of revenue comes from program participants, it shows that the tier structure successfully motivates both enrollment and continued engagement across the customer base.
Best For
Studying how hybrid points + tiers create dual engagement mechanisms
Tier Structure
Insider (free), VIB ($350 annual spend), Rouge ($1,000 annual spend)
Key Tier Benefits
- Savings: Beauty Insider cash, seasonal events, free shipping, points for discounts
- Samples: Free birthday gifts, sample rewards, exclusive gifts
- Experiences: Point multiplier events, meet & greets, early access, sweepstakes
What makes Beauty Insider exceptional is its focus on emotional perks. According to research from Accenture, 77% of consumers say shared values drive loyalty more than products or prices. Sephora's experiential benefits tap into this psychological driver.
The program scored 8.08 in Newsweek's Best American Loyalty Programs ranking. DTC brands can learn from Sephora's approach of combining transactional rewards with experiential benefits that build genuine brand affinity.
3) Smile.io
Smile.io brings over 10 years of track record to VIP tier programs, making it the industry's most established option. The platform has the highest review count in the category with 4,111 reviews at a 4.9/5 rating.
Best For
Brands prioritizing proven stability over cutting-edge features
Price
Free to $999/month
Key VIP Features
- VIP tier management with automated progression
- Loyalty Hub providing personalized rewards space in customer accounts
- 30+ integrations including Klaviyo and Gorgias
- Built for Shopify certification
The performance data validates Smile.io's approach. Members return 2x more often than non-members, and loyalty participants see a 48% increase in CLV. This CLV improvement aligns with broader industry research from Bain & Company showing that increasing customer retention by 5% increases profits by 25% to 95%.
With 91% of ratings being 5 stars, Smile.io offers peace of mind for brands that want a time-tested solution. However, brands seeking more modern Shopify Plus features may want to compare alternatives.
4) adidas adiClub
adidas adiClub demonstrates how VIP tiers can drive a brand's entire DTC strategy. The program has attracted 240 million members globally, with members buying 50% more often than non-members.
This 50% increase in purchase frequency represents a massive impact on revenue predictability and inventory planning. When half of your customer base shops with significantly higher frequency, it fundamentally changes how the business can forecast and operate.
Best For
Understanding how fashion and lifestyle brands structure tier progression
Tier Structure
4 levels based on annual spend (Level 4 requires approximately $1,200/year)
Key Tier Benefits
- Exclusive access: Early drops, CONFIRMED app access, priority on sneaker raffles
- Personalization: Ability to customize products at Level 3+
- Experiences: Sporting event tickets, athlete meet-and-greets, 12-month premium app access
The program's impact on customer value is striking. adiClub members have 2x the lifetime value of non-members. Bond's Loyalty Report awarded adiClub the top loyalty program in apparel for two consecutive years (2021 & 2022).
DTC brands in fashion, sport, or lifestyle categories can study how adidas aligns tier benefits with brand positioning—exclusive drops for hype culture, personalization for engagement, and experiences for emotional connection.
5) Starbucks Rewards
Starbucks Rewards has become the most successful loyalty program ever built, with 34.3 million active users and 41% of U.S. sales coming from members.
The program's financial impact extends beyond just sales attribution. Starbucks holds $1.85 billion in stored value from cards and accounts as of March 2025, essentially functioning as an interest-free loan from customers to the company while simultaneously driving loyalty.
Best For
Learning how to structure rewards for frequent, lower-ticket purchases
Tier Structure
Star-based redemption tiers (25/100/200/300/400 stars)
Key Tier Benefits
- Star-based redemption: 25 stars = free customization → 400 stars = $20 merchandise
- Member-only games with exclusive prizes
- Free refills on coffee/tea, birthday treats, order ahead capability
According to Forbes, customers who have the best experiences spend 140% more compared to those who have the poorest experiences. Starbucks leverages this principle through convenience features like order-ahead and personalized rewards.
For DTC brands with consumable products or frequent purchase cycles, Starbucks demonstrates how tiered redemption creates ongoing engagement without traditional spend-based tier gates.
6) Yotpo Loyalty & Rewards
Yotpo Loyalty targets mid-market to enterprise merchants who want loyalty integrated with their broader marketing stack. The platform maintains a 4.7/5 rating with 2,200+ reviews.
Best For
Larger brands wanting loyalty, reviews, and SMS in one unified platform
Price
Custom pricing (enterprise focus)
Key VIP Features
- Advanced VIP tiers with flexible point expiration rules
- Unified platform combining loyalty, reviews, and SMS marketing
- Dedicated Customer Success Manager for program optimization
- Quarterly strategy sessions for tier optimization
Yotpo positions itself as a strategic partner rather than just software. The platform's unified approach eliminates the need to sync data between separate loyalty, review, and marketing tools.
Brands like Princess Polly use Yotpo's 4-tier VIP structure successfully. However, the custom enterprise pricing means smaller DTC brands may find better value with platforms like Rivo that offer transparent monthly pricing.
7) LoyaltyLion
LoyaltyLion differentiates itself through advanced analytics capabilities that help brands optimize their VIP tier performance. The platform focuses on providing deep insights into customer behavior and tier effectiveness.
Best For
Data-conscious brands that want deep insights into tier performance
Price
Starting at $199/month
Key VIP Features
- Advanced analytics with RFM (recency, frequency, monetary) segmentation
- Custom reward rules for unique brand interactions
- Tiered loyalty program capabilities with detailed performance tracking
- Deep Klaviyo integration for tier-based segmentation
The analytics pay off. Brands using data-driven loyalty approaches see measurably better results. Research from McKinsey shows that companies using advanced personalization and analytics generate 40% more revenue from those activities than average players.
For brands that prioritize measurement and optimization, LoyaltyLion's analytics depth can justify its higher price point compared to simpler alternatives.
8) FARFETCH ACCESS
FARFETCH ACCESS shows how luxury ecommerce brands can use VIP tiers to match customer expectations for exclusivity. The program features the most sophisticated tier structure on this list.
Best For
Understanding how to design tiers for high-ticket, luxury products
Tier Structure
Bronze ($1+), Silver ($1,500), Gold ($3,000), Platinum ($7,500), Private Client ($15,000)
Key Tier Benefits
- Progressive shipping: 2 free orders → 4 orders → 1 year unlimited
- Exclusive access to designer collections (Gold+)
- Concierge services: Private Client tier includes fashion concierge finding unavailable items + 24/7 personal stylist
The 5-tier structure creates clear progression from entry-level Bronze all the way to the ultra-exclusive Private Client tier. This approach demonstrates how tier spacing should align with customer spending patterns and brand positioning.
DTC brands selling premium products can learn from FARFETCH's approach of matching tier benefits to price point—concierge services make sense at $15,000 annual spend but would be impractical at lower tiers.
9) BON Loyalty
BON Loyalty stands out with a perfect 5.0/5 rating from 1,600 reviews—the highest rating among comprehensive loyalty apps. The platform launched in August 2021 and has quickly established itself.
Best For
International brands needing multilingual support and B2B tier capabilities
Price
Free forever plan to $349/month
Key VIP Features
- Support for 250+ languages for international brands
- AI-powered automation for loyalty campaigns
- B2B tier program for wholesale customer loyalty
- Free forever plan with full features
For DTC brands expanding internationally or those with B2B wholesale components, BON's multilingual capabilities and B2B tier options fill gaps that many competitors don't address. However, brands focused solely on DTC may find platforms like Rivo offer deeper Shopify-specific features.
10) Growave
Growave combines VIP tier loyalty with reviews, wishlists, and UGC in a single platform. The app maintains a 4.8/5 rating from over 1,184 reviews.
Best For
Brands wanting to consolidate multiple apps into one platform
Price
Free plan to $499/month
Key VIP Features
- Loyalty + Reviews + Wishlist + UGC in unified platform
- Optimized for Shopify Plus with advanced branding capabilities
- 24/7 support with dedicated Customer Success Managers
- Built for Shopify badge
Growave's value proposition centers on consolidation. Rather than paying for separate loyalty, review, and wishlist apps, brands can manage everything in one place. This often pays for itself through consolidation savings.
For brands exploring different types of customer loyalty programs, Growave offers a way to test multiple engagement strategies without managing multiple vendors. That said, specialized platforms like Rivo typically offer more sophisticated loyalty features for brands where loyalty is a primary growth channel.
Frequently Asked Questions
What is the average customer retention rate for DTC brands using VIP tiers?
DTC brands with well-designed VIP tier programs see significantly higher retention than those with flat loyalty structures. Rivo clients report 3.1x higher repeat purchase rates for program members, while top-tier VIPs show even more dramatic improvements at 8.7x higher repeat rates. The key is designing tiers that create clear progression incentives that motivate customers to reach the next level.
How does a VIP tier program differ from a basic points loyalty program?
Basic points programs reward all customers equally regardless of spending level. VIP tier programs add a progression element where customers unlock better benefits as they reach higher tiers. This creates aspirational motivation—customers spend more to reach the next tier. Sephora's Beauty Insider demonstrates this well, with distinct benefits at Insider, VIB, and Rouge levels that motivate increased engagement. The tier structure taps into psychological drivers of achievement and status.
Can VIP tiers effectively increase average order value for DTC brands?
Yes. The data consistently shows VIP members spend more. adidas adiClub members have 2x the lifetime value of non-members, while Starbucks Rewards members contribute 41% of total U.S. sales despite representing a smaller portion of total customers. The tier structure creates a psychological incentive to increase order size to maintain or advance tier status. Platforms like Rivo make it easy to set tier thresholds that align with your business goals.
What are essential features to look for in a platform supporting VIP tier programs?
The most important features include automated tier progression based on spend, points, or orders, integration with your email and SMS platform for tier-based messaging, checkout integration for seamless point redemption, and robust analytics to measure tier performance. Platforms like Rivo offer all of these plus Shopify Flow integration for advanced automation. Look for month-to-month pricing without annual contracts to maintain flexibility as your program evolves.
Is it possible to migrate an existing VIP program from a different platform to a new one without losing customer data?
Yes, most modern loyalty platforms support migration from competitors. Rivo offers white-glove migration assistance from multiple platforms. Partners Coffee migrated from their previous platform in 3 weeks with full data preservation. The key is choosing a platform with dedicated migration support and experience with your current provider. Look for providers that offer migration as a standard service rather than charging extra fees for data transfer.
