Virgin Megastores Launches Loyalty Program

Posted on by Chief Marketer Staff

Virgin Megastores is rolling out a new loyalty program that rewards customers—based on shopping habits—with points, discounts and entertainment incentives.

Virgin’s V.I.P (Very Important Person) loyalty program, which kicks off this month, lets customers earn two points for every dollar spent at its stores. The points act like cash, which customers redeem for in-store merchandise. Discounts, special promotions and offers will be customized and highly targeted based on members’ tastes and buying habits. The super-slim card offers a wealth of data through a counter-top unit at P-O-P for both the consumer and the retailer. A magnetic strip on the back of each card captures and updates specific data about each transaction, which turns the card into a self-contained database. The front of the card displays points garnered through the most recent purchase, along with other personalized data designed to pique consumers’ interest.

“Our customer is a very savvy one, we have been waiting for a unique loyalty program that doesn’t just consist of promotional gimmicks or bribes to motivate customers in the short-term,” said Dee Mc Laughlin, senior director of marketing, Virgin Entertainment Group, North America. “Our V.I.P. program rewards and stays fresh.”

For instance, an urban music buyer won’t receive offers for a punk rock reward or a film noir buff won’t earn tickets to a science-fiction flick if previous purchases didn’t contain such titles, Mc Laughlin said.

“Our goal is always to give our customers as many options as possible,” she added. “We didn’t want to link our customers to [generic] product redemptions as they are a very eclectic consumer.”

To keep loyalty at the forefront, Virgin will reward shoppers with instant-win prizes at the point of purchase and enter loyalty program members into a sweepstakes each month for a chance to win a host of prizes, Mc Laughlin said.

“The wow factor is in the privileges part of the package,” she said. “We are offering our customers backstage passes to their favorite artist’s shows, tickets to premieres, signed memorabilia from their favorite actors/artists and much, much more. We want our customers to know how much we value them.”

Virgin is testing the program in New York and California and plans to roll it out nationally this month. Customers can sign up for the free program in participating Virgin Megastores.

The effort marks the first loyalty of its kind for the UK-based retailer. Print ads, online materials, street marketing initiatives and in-store signage support. Visible Results USA, Overland Park, KS, supplies the GraphiCard technology.

For more coverage on marketing at retail

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM