DMI and Virgin Collaborate to Build Virgin Red Loyalty App

Top Quote Virgin Red Offers Customers Personalised Rewards and Discounts Through Gamification and Social Sharing. End Quote
  • (1888PressRelease) June 24, 2016 - BETHESDA, Md. and LONDON - Today DMI announced its work with Virgin on Virgin Red, an app created to reward members for "living a life more Virgin", through recognising their relationships with Virgin brands and their interaction with app features. 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.

    The DMI team worked with Virgin to implement a customer-centric approach to the app development process, using a combination of user research, rapid prototyping and user testing to ensure the finished product met Virgin customer expectations. Virgin and DMI developed a service that reshapes the user experience based on individual preferences identified using data collected through the app. To achieve this, DMI seamlessly integrated 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.

    A life more Virgin: 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.

    Exclusive opportunities: 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 opportunities from Virgin and friends such as offers and discounts at popular restaurants and retailers.

    James Tipple, managing director of Virgin Red, said:
    "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. 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, said:
    "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 a 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."

    About DMI:
    DMI, the world's first end-to-end mobility company, combines all the skills and services necessary to deliver mobile enterprise solutions. Built to reinvent business through mobility, DMI has expertise in mobile strategy, UX, web and app development, omni-channel commerce, brand and marketing, big data management and analytics, and secure mobile device, app and data management. The company's unique, integrated approach to mobility has resulted in dramatic growth as well as an expanding client base, which includes hundreds of Fortune 1000 commercial clients and all fifteen U.S. Federal Departments. Additional information is available at and on LinkedIn, Twitter, Facebook, and Google+.

    PR Contacts:
    Laura Cahill
    + 2083924071
    laura.cahill ( @ ) axicom dot com

    Kim Dearborn
    Nadel Phelan, Inc.
    kim ( @ ) nadelphelan dot com

    Alika Nagpaul
    anagpaul ( @ ) dminc dot com

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