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VIP tiers

VIP tiers split customers into named cohorts they earn by their behavior. Each tier carries:

  • a point multiplier (e.g. Gold earns 2×),
  • perks: free or discounted shipping, member discounts, tier-exclusive rewards, members-only content, custom benefit cards, and one-time bonus points or gifts for reaching the tier,
  • a branded icon and an automated celebration (in-app bar + tier email + Klaviyo event).

Tiers are free and points-based — your most engaged customers move up automatically, no purchase required. They build directly on the points economy.

How customers qualify

Section titled “How customers qualify”

A tier can qualify customers on one criterion or several. Each tier picks from:

CriterionQualifies on
PointsPoints earned in the qualification window
Amount spentSpend in the window
Orders placedOrder count in the window
Successful referralsConverted referrals
Customer tagA Shopify customer tag you control (comma-separated = “any of these”)

When a tier uses more than one criterion, you choose how they combine:

  • All — the customer must meet every criterion (e.g. spent $500 and has the wholesale tag).
  • Any — meeting one is enough.

Simple points- or spend-only tiers keep working exactly as before — multi-criteria qualification is additive, so existing ladders need no migration.

Tier perks resolve through the same checkout discount Function as memberships, so a customer who is both a paying member and a VIP tier gets both — compounded — with no conflicts.

Tier achievement and downgrades are configurable (lifetime, annual review, or rolling inactivity), with reminder emails before a downgrade.

You can also move a customer to a tier by hand from their profile. Charm treats it as a real tier change: the new tier’s perks and one-time gifts apply, and the tier syncs to your connected tools. See change a customer’s tier by hand.

Section titled “Related how-tos”