Flat loyalty programs leave money on the table. VIP tier customers generate 73% higher average order value and make 3.6X more purchases than non-tier customers—yet only 22% of brands currently run premium loyalty programs. That gap represents a significant competitive opportunity for Shopify merchants ready to move beyond basic points-for-purchases mechanics.
This guide breaks down 21 critical VIP program statistics to help you benchmark your loyalty program performance, understand what top-tier structures actually deliver, and build a tier-based system that drives measurable revenue growth.
Key Takeaways
- Tiered programs outperform flat structures – VIP tier programs deliver 1.8X higher ROI than non-tiered loyalty programs, with top-tier customers generating 8.7X higher repeat purchase rates.
- The market opportunity is massive – Only 22% of businesses offer premium tiers despite proven performance, while the loyalty management market grows at 14.5% CAGR.
- VIP customers spend significantly more – Tier members generate 73% higher AOV and 3.6X more purchases per customer than non-members.
- Tiers change buying behavior – 50% of consumers actively change their purchasing habits to reach higher tiers, and 70% prefer tiered programs over one-size-fits-all structures.
- ROI is measurable and positive – 90% of loyalty program owners report positive returns, with an average 4.8X ROI across programs.
Market Size and Adoption Statistics
Before building your VIP tier strategy, you need to understand the market landscape. These statistics show where the loyalty industry is headed and how brands are (or aren't) capitalizing on tier-based structures.
1. The Loyalty Management Market Will Grow by $4.97 Billion Between 2024-2029
The loyalty industry is experiencing sustained double-digit growth, driven by rising customer acquisition costs and the need for retention-focused strategies. This growth trajectory signals that loyalty programs are becoming essential infrastructure for ecommerce brands rather than optional add-ons. Source: Technavio Loyalty Management Market Report
2. Year-Over-Year Growth for Loyalty Management Sits at 14.5% CAGR
The compound annual growth rate reflects sustained investment in loyalty technology across industries. Brands that delay implementing tier-based programs risk falling behind competitors who are building customer relationships now. Source: Technavio Loyalty Management Market Report
3. Only 22% of Businesses Currently Offer Premium Loyalty Tiers
This statistic reveals a significant competitive gap. Most brands run basic loyalty programs, leaving the performance advantages of tiered structures untapped. If your competitors haven't implemented VIP tiers yet, you have a first-mover advantage in your category. Source: Rivo VIP Tier Statistics
4. More Than 90% of Companies Have Some Form of Loyalty Program
Loyalty programs have become table stakes. The differentiation now lies in program structure and execution. A flat points program puts you in the same bucket as everyone else—tiered programs create separation. Source: Queue-it Loyalty Program Statistics
5. 92% of Consumers Are Enrolled in at Least One Loyalty Program
Consumer participation rates are near-universal. The challenge isn't getting customers to join—it's getting them to engage actively and progress through your tiers. Program design determines whether members become VIPs or dormant accounts. Source: EY Loyalty Market Study 2025
VIP Tier Performance Benchmarks
These statistics quantify exactly what tier-based programs deliver versus flat structures. Use these benchmarks to set expectations and measure your own program's performance.
6. VIP Tier Customers Generate 73% Higher Average Order Value
Tier members spend significantly more per order compared to non-tier customers. This lift comes from the psychological commitment of tier status and the accumulation mindset—customers add items to earn more points and maintain or advance their standing. Source: Rivo Shopify Loyalty Program Statistics
7. VIP Tier Members Make 3.6X More Purchases Per Customer
Purchase frequency is where tier programs shine. Tier members make substantially more purchases compared to non-tier customers. The combination of higher AOV and increased frequency compounds into dramatically higher customer lifetime value. Source: Rivo Shopify Loyalty Program Statistics
8. Top-Tier VIP Customers Deliver 8.7X Higher Repeat Purchase Rates
Your highest-tier members are your most valuable customers by a significant margin. This 8.7X multiplier demonstrates why investing in tier progression mechanics—and the exclusive benefits that drive advancement—pays substantial returns. Source: Rivo Implementing Shopify VIP Tier Loyalty Program
9. Tiered Loyalty Programs Achieve 1.8X Higher ROI Than Non-Tiered Programs
Structure matters. The same investment in a tiered program returns nearly double compared to a flat structure. Tiers create aspiration, gamification, and clear value differentiation that flat programs cannot replicate. Source: Rivo Tiered Loyalty Program Statistics
10. 74% of Consumers Find VIP Tier Structures Important in Loyalty Programs
Three-quarters of your customers want tiers. This isn't a nice-to-have feature—it's an expectation. Brands running flat programs are misaligned with what their customers actually prefer. Source: Rivo
Customer Behavior and Engagement Statistics
Understanding how customers interact with tier systems helps you design programs that drive the behaviors you want. These statistics reveal how tiers influence spending, engagement, and brand relationships.
11. 70% of Consumers Would Engage More With Tiered Programs
When given the choice between a one-size-fits-all program and one with different tiers based on engagement levels, seven in ten customers prefer tiers. This preference translates directly to higher participation rates and program activity. Source: Queue-it Loyalty Program Statistics
12. 50% of Consumers Changed Their Buying Behavior to Reach a Higher Tier
Half of your customers will actively modify their purchasing patterns—buying more frequently, adding items to orders, or timing purchases—to advance in your tier structure. This behavioral change is the mechanism through which tiers drive incremental revenue. Source: Queue-it Loyalty Program Statistics
13. 73% of Customers Modify Spending to Maximize Loyalty Benefits
Nearly three-quarters of loyalty members adjust their spending behavior to optimize point earning and redemption. This statistic validates that customers pay attention to program mechanics—and respond to well-designed incentive structures. Source: Queue-it Loyalty Program Statistics
ROI and Revenue Impact Metrics
These statistics demonstrate the financial returns tier-based programs deliver. Use them to build the business case for loyalty program investment and set ROI expectations.
14. 90% of Loyalty Program Owners Report Positive ROI With 4.8X Average Return
Nine out of ten programs generate positive returns when properly measured. The 4.8X average means that for every dollar invested in your loyalty program, you can expect nearly five dollars back in incremental revenue. Source: Queue-it Loyalty Program Statistics
15. Loyalty Members Generate 12-18% More Incremental Revenue Than Non-Members
This revenue lift is additive—it represents value you wouldn't capture without a program. For a brand doing $10M in annual revenue, a well-executed loyalty program can deliver $1.2-1.8M in incremental revenue. Source: Queue-it Loyalty Program Statistics
16. Top-Performing Loyalty Programs Boost Revenue by 15-25% Annually
The best programs significantly outperform the average. If you're seeing single-digit lifts, there's room to optimize. If you're not measuring at all, you're likely missing opportunities to improve. Source: Queue-it Loyalty Program Statistics
17. Members Who Redeem Rewards Spend 3.1X More Annually Than Non-Redeemers
Redemption is the activation point. Customers who never redeem are disengaged—they're members in name only. Focus on driving redemption as a leading indicator of program health and customer value. Source: Queue-it Loyalty Program Statistics
18. 85% of Consumers Say Loyalty Programs Make Them More Likely to Continue Shopping
Loyalty programs aren't just revenue drivers—they're retention tools. When 85% of customers say programs influence their continued patronage, the connection between loyalty investment and customer lifetime value becomes clear. Source: Queue-it Loyalty Program Statistics
Program Design and Optimization Data
These statistics highlight common pitfalls and opportunities in tier program design. Use them to avoid mistakes and optimize for engagement.
19. The Average Consumer Has 19 Loyalty Memberships But Only 9 Are Active
Competition for attention is fierce. Your customers belong to nearly 20 programs but actively engage with less than half. Your tier structure needs to stand out—generic programs get ignored. Source: Queue-it Loyalty Program Statistics
20. Kitsch Generated $5.8M in Loyalty-Attributed Revenue With 1.2M Activated Customers
Real-world results demonstrate what's possible with proper execution. Kitsch's program delivered $5.8M in trackable loyalty revenue while achieving 8.7X higher repeat purchase rates for top-tier VIP members. Source: Rivo Using Shopify Loyalty Programs
21. HexClad Generated $450K in Referral Revenue in 90 Days With 92X ROI
HexClad's referral program demonstrates the multiplier effect of combining VIP tiers with referral incentives. Referred customers delivered 17% higher AOV, amplifying the value of tier-based advocacy rewards. Source: Rivo Case Studies HexClad
How to Calculate Your VIP Program Metrics
Benchmarks only matter if you can measure your own performance. Here are the formulas to track your tier program's health.
Tier Advancement Rate Formula
(Number of Members Who Advanced to Higher Tier / Total Members in Lower Tier) x 100
This metric shows how effectively your tier structure motivates progression. Low advancement rates may indicate thresholds are too high or benefits aren't compelling enough.
Tier-Specific AOV Calculation
Total Revenue From Tier / Number of Orders From Tier Members
Calculate this for each tier to quantify the revenue lift at each level. Your top tier should show significantly higher AOV than entry tiers—if not, your benefits aren't driving the right behaviors.
Loyalty-Attributed Revenue Formula
(Revenue From Orders With Points Redemption or Tier Benefits Applied / Total Revenue) x 100
This percentage shows how much of your revenue connects directly to loyalty program participation. Track this monthly to measure program contribution.
Repeat Purchase Rate by Tier
(Tier Members With 2+ Purchases / Total Tier Members) x 100
Compare this across tiers to validate that higher tiers drive higher repeat rates. The delta between tiers demonstrates the incremental value of tier progression.
How Rivo Helps You Exceed These Benchmarks
The statistics above aren't abstract numbers—they're targets. Hitting them requires a loyalty platform built for modern Shopify brands, not legacy workarounds from 2015.
Rivo is a retention platform built exclusively for Shopify and Shopify Plus merchants. The platform powers loyalty programs, referral marketing, and paid memberships for over 7,000 brands, driving more than $1.5 billion in revenue. Here's how Rivo addresses the benchmarks in this guide:
VIP tiers that drive 8.7X repeat rates. Rivo Loyalty offers fully customizable tier structures based on spend, points earned, or orders placed. Brands like Kitsch have generated $5.8M in loyalty-attributed revenue with VIP tiers that deliver 73% higher AOV and dramatically increased purchase frequency.
Tier progression that changes behavior. Custom earning rules for purchases, reviews, social follows, birthdays, and custom actions let you design the exact behaviors that advance customers through tiers. 8+ checkout extensions reduce friction and let customers spend points directly as payment.
Integration with your marketing stack. VIP tiers sync automatically to Klaviyo for segmented campaigns. Target communications by tier status, points balance, or advancement milestones to drive the engagement that 70% of consumers prefer from tiered programs.
Modern architecture, no legacy friction. Rivo uses Shopify's theme app extensions and checkout extensibility—loading in under 100ms with 99.98% uptime. No Shopify Scripts. No checkout.liquid workarounds. Just native integration that works.
Referral programs that amplify tier value. Rivo Referrals includes white-labeled referral pages with tiered rewards and 20+ fraud prevention tools. HexClad generated $450K in 90 days with 92X ROI by combining VIP status with referral incentives.
For Shopify merchants ready to move beyond flat loyalty programs, Rivo provides the infrastructure to capture the 1.8X ROI advantage that tier-based programs deliver. Month-to-month pricing. No annual contracts. White-glove onboarding included on Plus and Enterprise plans.
Frequently Asked Questions
How many tiers should a VIP loyalty program have?
Three to four tiers typically work best. Fewer than three doesn't create enough aspiration or differentiation. More than four becomes confusing and dilutes the exclusivity of top tiers. Set thresholds based on your customer distribution—your top tier should represent 5-10% of your most valuable customers.
What's the average ROI for a tier-based loyalty program?
Programs report an average 4.8X ROI, with tiered structures delivering 1.8X higher returns than flat programs. Well-optimized programs like HexClad's referral system have achieved returns as high as 92X. Your actual ROI depends on program design, tier benefits, and how well you drive engagement and redemption.
What benefits work best for VIP tier members?
Top-performing VIP benefits include early access to products and sales, exclusive discounts or free shipping, higher point earning multipliers, free products at milestone thresholds, and members-only events or content. The key is matching benefits to what your specific customers value—not generic perks.
How long should it take customers to advance through tiers?
Most brands see optimal engagement when active customers can reach the second tier within 2-3 purchases and the top tier within 6-12 months of regular purchasing behavior. If advancement takes too long, you risk losing engagement before customers experience the value of tier progression.
Can VIP tiers integrate with Shopify checkout?
Yes—platforms like Rivo offer 8+ checkout extensions that let customers view their tier status, earn points, and redeem rewards directly in checkout. This reduces friction and increases program participation compared to systems that require separate redemption steps.
