Virgin Red appoints partners for loyalty scheme roll-out

virgin redThe Virgin Red loyalty scheme has expanded its partnership with both Collinson Valuedynamx and Points International following the roll out of the scheme from an invitation-only programme to an estimated 20 million group customers.

First launched in 2015 and relaunched in 2018 and 2020, Virgin Red works alongside the Virgin Atlantic Flying Club and now covers all UK Virgin branded companies, including Virgin Media, Virgin Mobile, Virgin Active, Virgin Holidays, Virgin Hotels, Virgin Experience Days, Virgin Balloon flights, Virgin Vouchers, and Virgin Money and also includes non-Virgin companies as well.

Collinson Valuedynamx and Points International have partnered with Virgin since 2013, having been a driving force behind the Shops Away platform for Virgin Atlantic’s Flying Club.

The Valuedynamx platform provides access to retailers and will form a key part of Virgin Red, enabling members to earn points while shopping online with third-party brands. After a purchase has been made, Virgin Points are awarded to members via Points International’s Loyalty Commerce Platform.

Valuedynamx provides APIs to enable Virgin Red to develop the customer experience within its own architecture and manage customer communications and content management.

Virgin Red chief marketing officer Kelly Best said: “Virgin Red has been built to reward and recognise our members. Members will have exclusive access to a range of exciting rewards and experiences and we are delighted to have Collinson Valuedynamx and Points on board as it gives our members even more opportunity to earn points on their everyday shopping.”

Valuedynamx’s global network is also used by a raft of leading travel and financial services companies, connecting customers to branded engagement opportunities and providing data insights into how people are spending.

Collinson Valuedynamx commercial director James Berry said: “Virgin Red is a great example of a rewards programme that has evolved in line with what members are looking for right now.

“Working in partnership with Virgin, we will provide data-led insights to deliver tailored offers based on consumer behaviour, maximising opportunities for member engagement and diversifying revenue streams.

“We’re constantly growing the number of retailers we work with on that basis, bringing them in to programmes like Virgin Red, so members benefit from earning points when shopping with their favourite brands, and programme owners benefit from increased engagement with their members.”

Points International CEO Rob MacLean added: “The online shopping portal we power together with Valuedynamx lets our partners create personalised shopping experiences for their members, with access to popular retailers. We are thrilled to not only be a part of the launch of a market-leading loyalty programme, but to also continue expanding our loyalty platform integration into the ecommerce landscape.

“Considering the shifts in consumer behaviour since the start of the pandemic, it’s more relevant than ever before to provide members the opportunity to earn and spend loyalty currency on non-travel related categories.”

Earlier this year, Virgin Red appointed two marketing agencies, brand engagement specialists Glow London and creative agency Truant London, to handle the roll-out of the programme, following a four-way competitive pitch.

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