Virgin goes personalised and mobile-first with Virgin Red loyalty programme that learns as you use it

Planes, trains and everything-in-between brand Virgin has rolled out a loyalty programme that is not only mobile first, but also gets increasingly personal as it learns how the user uses it.

Working closely with DMI, Virgin has developed a service that aims to reshape the user experience based on individual preferences identified using data collected through the app. To achieve this, DMI seamlessly integrates the app with Virgin’s backend systems and back office functions as well as its, CRM, and payment systems.

As a result, the app delivers personalised and targeted products and discounts as well as enabling Virgin to gather consumer insights and trends as it goes.

So what does it do?

Virgin Red awards users points for their relationships with Virgin brands and for completing daily quizzes and weekly challenges that capture the fun and cheeky spirit that made Virgin a worldwide brand whilst encouraging brand loyalty.

Users can redeem their points to unlock exclusive experiences, offers and events hidden in Vaults, such as a discounted afternoon tea, tandem skydiving or a free bottle of wine. The app also provides smaller, weekly offers and opportunities from Virgin and friends such as offers and discounts at popular restaurants and retailers.

James Tipple, managing director of Virgin Red, explains: “Loyalty shouldn’t just be measured in how much you spend with a brand. Virgin Red is disrupting traditional loyalty programs, by rewarding our members for their relationship with Virgin. We’ve developed fun ways to interact with and learn about our members and we’re using that insight to give them value back through access to relevant offers and exclusive opportunities from across the group. Basically, the more Virgin a member is, the better their offers and rewards get.”

Magnus Jern, president of DMI International, adds: “Virgin’s core principles are about listening to customers, making a positive difference and turning dreams into reality. With this in mind we worked with Virgin to build an app that delivers engaging content and appropriate incentives to engender real customer loyalty, and it’s proven to work. We’re proud to have played part in creating Virgin Red and look forward to our continued collaboration with them as well as helping other organizations connect with their fans in new, meaningful ways.”