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Rewards & IncentivesCustomer Stories

Virgin Incentives

Powering flexible, multi-choice rewards through a fully branded digital experience built with Tillo StoreFront.

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About Virgin Incentives

Creating rewards that make people feel valued

Virgin Incentives helps businesses motivate employees, engage customers and build loyalty through meaningful rewards. Best known for its experience-led offering, the company creates memorable moments that make people feel genuinely appreciated across employee recognition, customer incentives and corporate gifting.

Challenge:
Virgin Incentives needed a flexible digital reward that was easy for businesses to deliver and meaningful for a broad range of recipients.
Solution:
Virgin Incentives partnered with Tillo to launch Leisure Choice, a branded multi-choice reward powered by StoreFront.
Result:
Leisure Choice generated seven figures in early B2B sales, attracted nearly 100 new clients and expanded from the UK into the US.
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Reinventing rewards for a changing world

Hybrid working, rising living costs and changing recipient expectations meant experiences were not always the right reward for every person or occasion. Virgin Incentives saw an opportunity to complement its existing portfolio with a flexible digital option that offered practical everyday value without adding complexity for its business clients.

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The Solution

One reward. More than 140 ways to choose.

Virgin Incentives partnered with Tillo to launch Leisure Choice using StoreFront, Tillo’s white-label digital gift card marketplace. The product gives recipients access to more than 140 UK brands across everyday essentials, entertainment, travel and lifestyle through one flexible reward.

 

The teams adapted StoreFront for the B2B incentives market, creating a fully branded experience with instant, secure redemption and a simple swap journey. Tillo’s technology provides tracking and visibility behind the scenes, while Virgin Incentives retains control across every recipient touchpoint.

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Freedom of choice without the complexity

Recipients receive one digital reward and choose the gift card that feels most relevant to them. A clear, intuitive journey allows them to explore available brands and complete their swap securely in just a few clicks - turning a standard incentive into something more personal and useful.

For business clients, Leisure Choice is straightforward to implement and manage. The StoreFront-powered journey reduces support friction while providing the tracking, security and visibility needed to deliver rewards confidently at scale.

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Partnership Impact

What Virgin Incentives and Tillo achieved together

By combining Virgin Incentives’ reward expertise with Tillo’s flexible StoreFront technology and extensive brand network, the partnership created a scalable multi-choice product that unlocked new commercial opportunities while giving recipients greater freedom.

£1 million+ in early sales

Leisure Choice generated more than £1 million in B2B sales within its first few months.

100 new clients

Strong early demand helped Virgin Incentives reach new businesses, sectors and use cases.

Fewer support queries

The clearer digital swap journey significantly reduced friction compared with previous voucher products.

Expanded into the US

The successful UK model was extended with access to more than 160 US gift card brands.

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