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Home goods retailer offers private label, co-branded credit cards


As retailers industry-wide search for the ideal customer engagement program, Williams-Sonoma is getting back to basics.

Through a new partnership with Alliance Data’s Columbus, Ohio-based card services business, the financial firm will acquire Williams-Sonoma’s existing credit card portfolio — a move that ensures that all existing and new co-brand and private label credit card accounts will be consistent with Alliance Data's credit quality standards. The portfolio acquisition is expected to close by the end of the third quarter of this year.

In addition to streamlining payments, the chain will use the new payment vehicles to drive engagement and long-term customer loyalty. The partnership will “build a comprehensive credit card program that bolsters our ongoing efforts to foster strong, long-term relationships with our customers, and provide meaningful rewards as they pursue their home and culinary aspirations," said Janet Hayes, president of Williams-Sonoma.

Supporting this goal, the chain will employ in-store, online and mobile acquisition tools to target highly qualified customers. Meanwhile,Williams-Sonoma will leverage Alliance Data's proprietary, customizable MyLoyalty App capabilities. Besides delivering a brand-immersive experience, the app gives Williams-Sonoma shoppers the ability to apply, earn and connect at home or on-the-go.

Alliance Data’s credit marketing tools and predictive modeling will also help the chain to build programs that motivate card members to increase spending and frequency of visits across multiple channels, especially as they make purchases to celebrate milestones, including graduations and weddings.

"Leveraging Alliance Data's loyalty and marketing expertise, paired with our high standard of customer service, we're confident our new credit card program will provide a value proposition that is unparalleled in the home and lifestyle category,” Hayes said.

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