Virgin Megastores USA Build Up Customer Loyalty to Help Rise Above Current Economic Challenges

    Visible Results' Unique Loyalty Program For Lifestyle Entertainment
    Retailer, Virgin Megastores, Continues to Help Increase Store Sales

    LOS ANGELES, Aug. 11 /CNW/ -- North American Virgin Megastores'
commitment to its ongoing 'Virgin Important Person' (V.I.P.) loyalty program
has contributed to industry-defying growth for the retailer in DVD,
electronics and fashion merchandise sales.
    The lifestyle entertainment retailer announced that its Graphicard-based
loyalty program -- devised and implemented by Visible Results -- is performing
above expectations as V.I.P. members continue to spend at higher than
anticipated levels. In the first half of 2008, the Average Dollar Spend of
V.I.P. members was 60% higher than non-members, settling from 100% increase in
average sales at the start the program in October 2006.
    George Stevens, Country Manager Visible Results USA, said the opportunity
to work with a renowned brand like Virgin Megastores has provided an exciting
illustration of how a loyalty program can successfully integrate with a
retailer's whole-of-business approach to customer engagement, and contribute
to differentiating that retailer even in challenging economic times.
    "We have enjoyed being a partner with Virgin Megastores since their
program launched in October 2006.  The Virgin Megastores marketing team has
really been focused on making the in-store experience fun and relevant to
their customer base since the program went live," said Stevens. "Virgin
Megastores has shown immense loyalty to their own customers and in my opinion
that's been the key to their success, not just within their V.I.P. program,
but across their entire business."
    The financial success of the Virgin Megastores V.I.P. program is all the
more impressive against a massive 15% decline in industry sales of traditional
music formats, such as CDs and LPs in 2007 compared to 2006, according to
Nielsen SoundScan.
    As a forward-thinking retailer the Virgin Megastores implemented a
diversification strategy for its merchandise in 2002. Along with music, DVDs
and books, Virgin Megastores introduced fashion, electronics, pop culture
items, and consumer electronics.
    Explaining Virgin Megastore's resilience, Dee Mc Laughlin, VP of
Marketing for Virgin Entertainment Group, North America said the V.I.P.
program has been a very important ingredient; when combined with the
diversification strategy, the dedication of store staff and the brand's
successful partnerships with its vendors and other suppliers.
    Mc Laughlin said the real wow-factor for members are the prizes, points
and privileges. "We saw we could integrate what we were already doing, such as
live in-store events and competitions, with the Visible Results program. The
card has taken our activities to a new level -- it's not just a card, it's an
    Stevens adds, "Programs like V.I.P. allow retailers to build an
insightful database that measures the real impact of all of their marketing
activities. Leading retailers, such as Virgin Megastores, are using the
information generated by their loyalty programs to make sure the money spent
on customers is both targeted and effective.  I am pleased that Visible
Results has been able to play a role in their current success and I look
forward to what lies ahead for V.I.P. members."

    -- Members' Average Dollar Spend (ADS) is 60% higher than non-members
    -- Virgin Megastores uplift in total store sales in 2008 is 5.55%
    -- The Virgin Megastores V.I.P. program now has 300,000 members in two
       markets: California and New York

     For More Information:
     George Stevens, Country Manager Visible Results USA
     Tel: 913 383 3400 Email:
    Visible Results is a global loyalty marketing organization that
specializes in tailoring turnkey loyalty programs that help retailers find,
keep and profit from their best customers. Visible Results offers end-to-end
loyalty program applications at the point-of-sale (POS). The flagship product
is the Graphicard(TM) -- an innovative and unique platform that integrates a
re-writable, read-write 'smart' card. Visible Results has offices located in
Australia, New Zealand, Singapore, USA, and the UK. See
    About Virgin Entertainment Group
    Virgin Entertainment Group is the world's leading multi-channel lifestyle
entertainment retailer, providing customers with a range of entertainment
experiences through a family of integrated Virgin-branded businesses. Virgin
Megastores and Virgin Megastore Online at are
integral parts of a strategy to provide entertainment customers with what they
want, how they want it, and when they want it.
    For more information, or to check out the location of the nearest Virgin
retail, go to or

For further information:

For further information: George Stevens, Country Manager of Visible
Results USA, +1-913-383-3400,; or Krysty O'Quinn
Ronchetti of SJ Communications, +1-818-881-3889,,
for Visible Results Web Site:       

Organization Profile


More on this organization


More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890