Virgin partners with DMI for loyalty app

DMI has partnered with Virgin to create Virgin Red, a rewards program app to reward customers for their loyalty to Virgin brands, the company said.

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 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.

Virgin Red awards users points for their relationships with Virgin brands and for completing daily quizzes and weekly challenges that encourage brand loyalty.

DMI is an end-to-end mobility company that delivers mobile enterprise solutions. DMI has expertise in mobile strategy, UX, web, and app development, omni-channel commerce, brand and marketing.