On Tuesday, DMI announced its work with Virgin on Virgin Red, an app created to reward members for “living a life more Virgin”, through recognizing their relationships with Virgin brands and their interaction with app features.
According to a statement emailed to MMW, DMI “worked closely with Virgin to deliver a rewards programme that brings the brand to life through a mobile-first experience by incorporating this throughout the design, development and testing process.”
Virgin Red is available in the U.K. for Android and Apple devices.
“Loyalty shouldn’t just be measured by how much money you spend with a brand. Virgin Red is disrupting traditional loyalty programs by rewarding our members for their relationship with Virgin,” says James Tipple, managing director of Virgin Red. “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.”