Customer segmentation
Viscata: VIP Customer Setup
Viscata needed a way to tell its best customers from the rest, not just its biggest spenders. We set up an automatic VIP tier that rewards customers who spend more than €500 and keep what they buy, with a return rate of 20% or lower.
Total order value
Return rate
Setup steps
VIP tagging
Issue
Viscata had no way to tell its best customers from the rest. Two problems followed.
Spend alone was a poor measure
Customers who spend a lot but return many of their orders can cost more than they earn once shipping and handling are counted.
Loyal customers went unrecognised
Repeat buyers who keep what they buy got the same treatment as everyone else, which risked losing them to competitors.
Our Approach
We set up an automatic VIP tier. A customer qualifies only if both conditions are met.
Calculate each customer’s total order value, order count and returned-order count.
Tag customers as VIP when both conditions are met.
Re-check as new orders and returns come in, so customers can gain or lose VIP status.
Use the VIP tag for early access, exclusive offers and priority support.
What the VIP Tag Unlocks
Once a customer is tagged as VIP, the tag is used for three things.
VIP customers get early access.
VIP customers receive exclusive offers.
VIP customers get priority support.
Results
The rules now run automatically, with no manual review, and Viscata has a clear VIP segment based on both value and return behaviour.
VIP customers are identified by real purchase behaviour, not spend alone.
High-return customers no longer qualify.
Marketing can target a data-backed segment.
