Virgin heeft deze week haar eerste customer loyalty app gelanceerd voor alle diensten die zij aanbieden in de UK zoals Virgin Atlantic, Virgin Trains, Virgin Media en Virgin Wines.

Virgin Red BOGOF Nero

Virgin has unveiled a loyalty app, called Virgin Red, which uses gamification to engage customers from across its 24 UK businesses.

All Virgin customers from across the UK portfolio can download the loyalty app, which offers exclusive rewards and discounts.

Neal May, head of product and data for Virgin, told Essential Retail: “We wanted to be a bit different than standard loyalty schemes by injecting Virgin’s fun and personality.”

He said the main objective of the app is brand engagement as customers are encouraged to take quizzes and play games in exchange for points which unlock competitions and curated offers.

Virgin Red has been working closely with the other businesses to align user experience and communications.

Customers can currently verify their details for three of the Virgin businesses – Atlantic, Trains and Media – but May said the app is not a central data-sharing initiative to improve customer visibility across the company.

The brand wanted to develop a loyalty programme for several years, but May said it has been difficult to bring all of the separate companies together.

“We’re hoping to create a positive feeling towards the brand and increase spend across the company, increase retention and introduce Virgin customers from one brand to another,” he explained.

Lees het volledig artikel op Essential Retail