This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

In today’s short summary episode of Let’s Talk Loyalty, Paula Thomas looked back on her conversation with Virgin Reds Chief Marketing Officer, Kelly Best who shared exactly how Virgin is prioritising its customers throughout their new Virgin Red Program.

Virgin realised that customers really dislike when their loyalty points expire, so they created a programme where that would never happen!

Another key principle is how Virgin Red ensured its program is accessible to all of its members, creating an affordable and appealing partnerships with dozens of small businesses, supporting them while ensuring rewards were easy to reach for its members.

Listen to this show to learn more about how iconic brand is truly prioritising its customers in its group-wide loyalty program.

Show Notes:

1. Virgin Red
2. Kelly Best
3. #84: Virgin Red Loyalty Programme Launches in the UK
4. #195: Virgin Red - The Red Thread Connecting the Virgin Brand Globally