We created a brand new and fresh, fully branded Virgin Atlantic online platform that allowed employees to visit the site to claim their reward for ten years’ service to the company.
Virgin Atlantic contacted CR Worldwide as they were looking for a solution to increase employee morale, make their employees feel valued and encourage staff to stay longer. They were looking to reward staff including the Aircraft Cabin Crew, Pilots, Baggage Handlers, Airport Services staff, plus many more.
They had an existing program in place whereby they rewarded their employees for their loyalty after ten years of service. However, they didn’t have many employees use this scheme and it was also proving to be a drain on time, budget and resources; so were looking for a simple, yet effective, easy to manage offering.
We created a brand new and fresh, fully branded Virgin Atlantic online platform that allowed employees to visit the site to claim their reward for ten years’ service to the company. Virgin Atlantic wanted to show their employees the paramount importance of their loyalty to the brand, with high-end premium and inspirational rewards.
We included a concise reward offering of around 300 rewards across five key categories. This provided the catalog with more focus and was easier to navigate, ensuring the user found the right reward for them. Highlights of the new range include, experiences from the adrenaline fuelled driving of supercars and flying to the more indulgent spa day, the latest must have technology to watches, jewelry and fragrances from top designers. Virgin Atlantic were keen to offer a travel range too that employees could use on their flights, which included designer luggage, carry-on bags and travel accessories.
With Virgin Atlantic updating us with their employee anniversaries, this enabled us to create automated communications that triggered an email to be sent to employees, congratulating them on their ten years’ service award. The fully branded Virgin Atlantic email directed them onto the online platform, where they could redeem their prize.
Employees have a year to redeem their reward, but 20% of redemptions are made within the first month of the award date.
The response was overwhelming to the new site. Users who had points on their account for some time were finding the updated site very easy to navigate, searching through the new rewards and spending their points, equally the new users were impressed with the range of the rewards. Within the first month of launching the new catalog, they achieved a 600% increase in redemptions.
By having an all encompassing, simple program enabled the Virgin Atlantic HR team to reduce their admin time on this section of their job role, but still have a highly impactful and effective program in place to increase employee motivation, morale and retention.
600% increase in redemptions from long service employees
20% increase in the number of redemptions made in 1st month from award date