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Virgin Money: Stepping Up to the Opportunities of Web Personalization

The Virgin Money team was aware that they needed a platform which was scalable to their future plans. Just as Web 2.0 has changed the face of website development and management, Virgin knew they needed to prepare for the next phase in web content management.

Virgin Money

Virgin Money, part of the Virgin Group, is a rising star of the financial services sector. Virgin Money made a strategic push to move its customer base onto its website where it is able to communicate its product range and brand more effectively.

The site itself has 40,000 visitors a day, with a 50/50 split between new and existing customers.

Refocusing the website

The Virgin Money website was harnessing the SDL Tridion web content management (WCM) platform for several years. Having inherited it through a merger of Virgin Direct and virginmoney.com, only its basic functionality was being used until recently. Virgin Money then underwent a significant rebrand. Its website was a key component of this process.

Walters’ team was aware that they needed a platform which was scalable to future plans. Just as the trend towards personalization has changed the face of website development and management, Virgin Money had to be prepared for the next phase.

The eCommerce team has a good basic level of web development understanding. They are able to launch a new product, such as a credit card, without input from the IT department, making the turnaround time on new content for the site exceptionally fast. “With the economy as it stands, it is imperative that we have a quick time-to-market for new products and are responsive to market changes,” adds Walters.

“It’s this flexibility that we have with our SDL Tridion platform which allows us to offer our customers the information and products they want, in the style that works for them.”
Jeremy Walters
Head of systems development,
Virgin Money

Making it personal

With a healthy customer base of over 2 million people, Virgin Money focuses on increasing two-way communication with its customers. Personalized content is central to this, enabled by the SDL Tridion platform. Virgin Money is acutely aware that one size does not fit all when it comes to personal finance. 

Virgin Money content

As customers log into the site, they will only be offered relevant discounts, loyalty schemes and products relevant to them. Virgin Money is adopting a personalization strategy to increase brand loyalty and customer understanding through customer interaction. 

Virgin Money launched various communities on the site to encourage customers to discuss money.