Virgin Mobile gets touchy with new retail store

Virgin Mobile unveils its new-look CBD store and launches "free beer on Fridays" promotion for members!

Virgin Mobile's Members Lounge

Virgin Mobile's Members Lounge

Virgin Mobile today unveiled its new-look retail store in the heart of Sydney's CBD, and it also revealed a new brand platform that sees its customers referred to as "members".

The Virgin Mobile retail store on Sydney's Pitt Street will open on Friday and it features interactive touch screens that allow consumers to compare plans, mobile phones and prices across all the stocked Virgin mobile phones. To aid in the shopping process, customers in store can also send e-mails containing information about any phone or plan by entering their details into the touch sensitive screens on display.

In addition, all in-store display phones are completely live and customers will have access to mobile Web and e-mail functions on the phones in store.

"The whole idea with the store design is to make it easier to communicate and interact without feeling too pressured," said Jacyln Lee-Joe, head of brand marketing, Virgin Mobile, Australia.

Virgin Mobile has also re-designed its Web site and launched a new brand strategy that sees it customers referred to as "members".

Virgin Mobile's new member program will offer its customers extra benefits including discounts, VIP access to music gigs and special deals with products from the Virgin brand family, such as Virgin Blue airlines and Virgin Car Insurance.

"Our existing customers are just as important to use as new ones so we're excited to introduce a host of benefits," said Peter Bithos, CEO Virgin Mobile Australia.

One of the new member benefits (designed for the over 18 year old market) includes the trial promotion "free beer on Fridays". When Virgin Mobile members or guests log onto the newly launched Members Lounge section on the Virgin Web site, they can be sent an SMS voucher to receive a free Hahn Super Dry in selected City venues.

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Ross Catanzariti

Ross Catanzariti

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