Today’s loyalty program members expect rewards that are easily accessible and relevant to their lifestyle. According to a Points study conducted in 2014, 81% of loyalty program members surveyed set redemption goals, and 83% look for ways to earn rewards on their daily purchases.

The rise of the “Everyday Earner,” a devoted loyalty program member who actively seeks out ways to accumulate points with everyday spending, also bodes well for loyalty programs seeking to increase their members’ engagement. Always striving to innovate while providing their guests with a distinctive experience, Virgin America has teamed up with Points and its solution partner Collinson Latitude, part of Collinson Group, to launch a new online shopping mall for their Elevate® frequent flyer program members: the Elevate Fly Store.

The Elevate Fly Store will give Elevate members even more opportunities to earn points by shopping online with their favorite brands. Featuring hundreds of major retailers like Apple, Nordstrom, Sephora and Banana Republic, the new Elevate Fly Store will allow Elevate members the opportunity to rack up reward points for every purchase, from apparel, electronics and gifts to everyday essentials.

Through the launch of the Elevate Fly Store, Points and Virgin America look forward to growing their partnership, which began in 2010. The new venture will allow Virgin America to have more unique and frequent interactions with their guests, and to add value for Elevate program members through turning regular purchases into points. The Elevate Fly Store will be the seventh online mall across North America and Europe that is powered by Points’ technology.

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Check out the new Elevate Fly Store at http://flystore.virginamerica.com.