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Off-price retailer launches credit card program


Century 21 Department Store is getting into the private label credit card game.

The off-price retailer is collaborating with Alliance Data Systems to launch the brand’s first private label credit card. By connecting customized rewards and benefits to the payment card, the retailer expects to drive engagement and brand loyalty.

A key driver of the program will be linking the card to its C21STATUS rewards program. The new payment card will accelerate the rewards shoppers already earn through the existing loyalty program, as well as drive repeat visits. “We are confident the program will be a key driver of incremental and top-line sales, and will enhance our rewards program, giving customers more reasons to shop with us, more often,” said the chain’s CFO Mel Tucker.

To acquire new card members, Century 21 will leverage services provided by Alliance Data, including in-store kiosks, tablet technology and integrated Web-based offerings. Meanwhile, Alliance Data’s proprietary data assets and lifecycle marketing functionality will support Century 21’s mobile and digital customer interactions. Finally, the discount retailer will use its partner’s marketing data services, including new customer acquisition modeling, to manage permission-based email and direct mail campaigns.

The program, which launches today in Philadelphia, will roll out to all locations through October.

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