Tween Brands extends private label credit-card contract

New Albany, Ohio Specialty retailer Tween Brands said Thursday that it extended its existing relationship with Alliance Data, a Dallas-based provider of private label credit-card services.

Tween Brands recently converted all Limited Too stores to its new Justice brand, a banner that caters to girls between the ages of 7 and 11. The chain markets its private-label card to the parents of its target shoppers.

“Recognizing our cardholders are some of our best customers, we view our private label credit-card program as an integral part of our marketing strategy,” said Mike Rayden, chairman and CEO, Tween Brands “The card program also will play a critical role in helping Limited Too cardholders embrace the Justice brand.”

As the company markets the new Justice brand to its shopper base, Alliance will continue to acquire and activate accounts and issue cards. It will also continue to manage receivables funding, generate cardholder statements, process payments, and conduct customer service functions and marketing services.

Under new contract terms, Alliance will also provide Tween Brands with analytics and customer-segmentation strategies to improve the chain’s cardholder acquisition and retention levels. These new services will enable the retailer’s Justice brand to target shoppers based on their purchase histories and preferences, a strategy that could potentially drive sales.