In the U.K., Virgin has released a new mobile app, Virgin Red, which is designed to attract current and new customers. Games, quizzes, content and unusual offers convey the entertaining brand image of Virgin. Current customers can log their loyalty and be recognized for their loyalty, but non-customers can still play to win.
Although some analysts criticize the program for being too complex, the flexibility of the approach is very innovative. Virgin Red is a place where people can enjoy the brand.
Marketing Week: Why Virgin is launching a loyalty app to unite all its UK businesses for the first time, 2016-Jun-20 by Sarah Vizard
“The breadth of offers and opportunities we can offer from dinner with Sir Richard to being a taster for the upper class menu on Virgin Atlantic sets us apart. We will offer discounts but also unique experiences within what Virgin does. That way of rewarding people is very different and very Virgin,” says Tupper.
“Also, strategically, we did not want to just reward people for what they were spending, that is too predictable. We are rewarding for spend and behaviour, for being more Virgin.”
That might seem difficult when Virgin runs such a range of brands. Yet Tupper believes there are values that run across its businesses and that also chime with its customers around being more adventurous, taking a risk, being innovative, cheeky and fun.