Brace yourself for some slightly unnerving surveillance news: according to Vogue, new face recognition software has been developed to help stores recognise their VIP customers. Never again will they miss the opportunity to provide extra-special attention to those loyal big spenders. It's currently being trialled in (anonymous) designer boutiques and hotels across the UK, so if you notice that a shop assistant mysteriously knows your name, dress size and favourite designers, you may just have been earmarked as one of their most valuable customers. Either that, or you should change your email password.

Now, the technology may feel a bit Minority Report, but retailers have long been giving extra attention to their most loyal customers - and why not? It's a business relationship, after all. To find out exactly what you get for being a bona fide VIP, we investigated a few of the UK's swankiest shopping perks.

Harrods

Like many stores, Harrods has a tiered loyalty system - the more you spend with them, the more you're rewarded. The Black Tier is for customers who spend over £10,000 per year, and entitles them to several perks, including priority service with Harrods personal shoppers, two hours' free parking while you shop and free basic alterations to your clothes.

My-wardrobe

Another Black Tier, but this time it's within your grasp if you've spent more than £2000 with my-wardrobe in the last 12 months. Here, VIP treatment means access to 'Style Drop', a personalised selection of items sent to your door - you just pay for the ones you keep. (We didn't think shopping could get lazier than browsing online, but this sounds even less effort.) You'll also be able to shop certain items before they're available online; you'll be invited to a VIP showcase at the beginning of each season; and you'll have access to a personal concierge who can take your order, answer any questions you have and generally save you from having to trouble yourself at all.

Matchesfashion.com

No.23 is the Georgian townhouse where Matchesfashion.com host their private shopping service, which was launched to save VIPs from having to shop publicly. 'A lot of our customers didn't want to be seen in the shop, because they were well-known,' explains CEO Tom Chapman. 'Before No.23, we once had to have the street cordoned off for a particular customer. Now they can shop privately.' No.23 is, in fact, available to all customers - but it definitely has that VIP feel. Avail yourself of the service and Matchesfashion.com's personal shoppers will get to know you, then put together a selection of clothes for you to try. There's also a tailor onsite for fittings.

Net-a-Porter

Net-a-Porter's personal shopping service is offered by invitation only, to the most loyal clients. If that includes you, as well as shopping advice you'll also have the benefit of being invited to runway shows, dinners, parties and receptions with designers. 

 

In the world of designer retail, loyalty pays off, and facial recognition software is the 21st century way of rewarding loyal customers in stores without clumsily asking your name. Sure, it's a bit creepy when someone knows you and you don't know them - but darling, that's all part of being a VIP.