News

Virgin Red membership app comes to Android

2 Dec 2015 by Tom Otley

Virgin RedVirgin Red, the new membership club app launched earlier this year on Apple iOS, is now available on Google's Android platform.

Emails have been sent out to customers inviting them to join the app, and promising "exclusive offers, events, and experiences from across the Virgin Group".

The website for Virgin Red makes clear that the points earned in the app are seperate from the tier levels and points members might have in Virgin Atlantic's own Flying Club scheme, and are earned through activity in the app.

It said: "You can earn points daily by using a number of features within the Virgin Red app. This includes finishing the Daily Quiz, completing the Weekly Challenge, entering a Reverse Auction, and sharing on your social channels. Your points reset monthly."

As detailed in the Financial Times last month, Virgin has identified that although the Virgin group's six largest UK companies had around 14.5 million customers, only one in ten used more than one Virgin service.

For Virgin this represents both a challenge and an opportunity. The opportunity is obvious; the challenge is that most of the customer data it holds will be restricted to the company that the customer signed up to.

So, if you are a Virgin Atlantic Flying Club member, unless you give permission, that data can't be shared over to Virgin Trains.

The new app is a way of overcoming those obstacles and allowing the different companies to market to customers of the Virgin brand.

By downloading the app, customers agree for their data to be shared between the companies, and in addition earn extra points in doing so.

Virgin said: "Customers of Virgin companies get extra points each month as a little thank you. Remember to verify your Virgin company registrations in your settings to get your extra points."

Users of the app will gain points which can then be redeemed for various discounts. For instance, this page currently gives 20 per cent discounts on off-peak advance fare rail tickets with Virgin Trains (the offer is about to expire).

One of the ways that these points are earned is by sharing offers and promoptions on social media.

As Virgin Red's privacy policy makes clear: "Depending on whether you agree to share it with us, we may collect the following types of data: Virgin Red account including name, email address and password; social media profile including basic Facebook or Twitter profile information; who you are including name, address, mobile number, gender, age, existing memberships with partners; how you use Virgin Red including where, how and what features, content, communications and products you view, as well as information and preferences you provide during the use of our service; and your purchases including what and when you have purchase from us and our partners."

Unlike Flying Club, there are no tier levels to be earned and retained, and all points are wiped clean at the beginning of each month, so totals are only accumulated during a calendar month.

virginred.com

Tom Otley

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