Okendo reports that loyalty members at SABO, an Australian resortwear brand, are 5x more likely to make a repeat purchase, and their average order is 9.3% higher.
Those members see their tier, their points balance and early access in every email you send them. Then one of them clicks through to your store and gets the same welcome popup as a first-time visitor: 10% off, and a homepage built to introduce the brand.
This one is about your VIPs and loyalty members. It's built from the work Roddy Smith, GM North America at Andzen, will present at our Klaviyo masterclass on October 29. Andzen won Okendo's Best Loyalty Implementation award in 2025 for SABO and in 2026 for Vets Love Pets.
Define your VIPs by tier
Andzen defines VIPs by loyalty tier, not by a single spend threshold. Okendo syncs each customer's tier and points balance to Klaviyo as profile properties. You build one Klaviyo segment per tier from those properties and use the same segments in your flows and on your site.
If you don't run a loyalty program, build the VIP segment from order count or lifetime spend in Klaviyo. Pick the threshold from your own customer file, for example the customers in your top 10% by historic spend.
Why a discount is the wrong greeting
Your VIPs already open, click and buy again, so Andzen's view is that you give away margin on orders many of them were going to place.
The mistake Andzen sees most in its client work is teams giving VIPs the same welcome popup and first-order discount as a new visitor, then building the loyalty program around discounts alone. In Andzen's experience, VIPs respond to status and access: early sale access, free express shipping, a tier worth reaching.
Make status visible and worth chasing
Andzen's first play is a tiered points program with a hidden VIP tier that customers reach through spend, and perks beyond discounts: free express shipping, early sale access and giveaways. For SABO, Andzen themed the whole program like a Greek island resort to match the brand. Okendo reports SABO's conversion rate is 11% higher since launch.
On your store, make the tiers visible. Show members what tier they're in, what the next tier gets them, and what VIPs get that nobody else does.
Show members how close they are to the next tier
Andzen puts each member's progress in the cart. Show a member their points balance and how far they are from the next tier, in dollars: "You're $40 from Gold." A member who sees they're close has a reason to add one more item today.
Andzen pairs the on-site view with four Klaviyo flows, each triggered by a change in a member's status:
- Tier entry. Celebrate it and show the new perks.
- Points to spend. Show the balance in dollars, not points.
- Points expiring. Give the customer a real deadline to order.
- Gone quiet. Win back members after 90 to 120 days without an order.
Andzen reports that SABO's tier entry emails convert at about 8%. At Perfect Potion, a wellness brand Andzen moved onto Okendo, 92% of customers are enrolled in the program.
Members click through from each of those flows to your store. Make sure the page they land on matches what you said in the email. Once a member stops buying, they also belong in your lapsed segment. ECD Digital Strategy starts the lapsed window for repeat buyers at 120 days. Read our lapsed customer post for how to build that page.
Reward what keeps your customers buying
In its third play, Andzen rewards the behavior that keeps customers buying in your category, as well as spend. Vets Love Pets sells vet-recommended pet health products. Andzen designed its program to give pet parents bonus points for annual vet checks, and VIP tiers earn points at three times the base rate.
More than 14,700 customers joined the program in under nine months. Members are 2.4x more likely to make a repeat purchase, their average order is 10.6% higher, and top-tier members place 43% more orders per customer. Andzen won Okendo's 2026 Best Loyalty Implementation award for this program.
If you sell a product people replenish, reward the habit, not just the cart.
Your VIPs were already your best customers
Read "members are 5x more likely to make a repeat purchase" with care. Your most loyal customers are the ones most likely to join a loyalty program, so a comparison of members and non-members mixes what the program did with who joined it.
Those numbers tell you who your best customers are. They don't tell you what to show those customers on your site. You learn that from a test. Split the VIP segment between a VIP page and your current page, and compare the two groups of VIPs against each other.
Anonymous first-time visitors aren't in any Klaviyo segment, so they keep seeing your default store.
Build it and test it in Shoplift
- Sync tiers to Klaviyo. Okendo syncs each customer's tier and points to Klaviyo.
- Build one segment per tier in Klaviyo.
- Connect Klaviyo in Shoplift on the Advanced or Pro plan. Go to Settings, then Integrations. Shoplift gets read-only access to your segments and lists, not names or emails, and never writes to Klaviyo.
- Build each tier's experience on the homepage and cart, from the table above.
- Test each one against your current page. Read revenue per visitor (RPV) first. Then check conversion rate and average order value to see why RPV moved. VIPs on a new page can order less often with bigger baskets and still spend more per visit.
- Roll out the winner to the full tier as a personalization.
Shoplift matches shoppers that Klaviyo already knows, such as someone who clicked your email or SMS, on that same browser or device. Expect a smaller audience on site than the segment size in Klaviyo. A shopper Shoplift can't match sees your store as normal, and Shoplift never holds up the page to check.
Your VIP tier is likely your smallest segment, so you need more time to read a VIP test than a test on all traffic. Run at least two full weeks. If your VIP tier is small, start with the member tier and fold what you learn into the VIP page.
One tier at a time
Start with the tier where you send the most traffic from Klaviyo. Test the page, keep the winner, then test the next change: the progress bar, the early access collection, the perks module. Keep each tier's results separate, and over a year you build a record of what your best customers respond to.
You'll see Andzen's full VIP section, plus one-time buyers from Zettler Digital and lapsed customers from ECD Digital Strategy, at our live masterclass.
Convert Your Klaviyo Traffic. Thursday, October 29, 11:00 AM ET. Free, 60 minutes, with Zettler Digital, Andzen, ECD Digital Strategy and Gina Potenza from Klaviyo. Everyone who registers gets the recording and the full playbook. Save your seat.
