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Gary Brown, Chief Operating Officer for The Geddes Group, told Loyalty 360 that he’s excited about his company’s recently announced partnership with Alliance Data Services -- which will provide a co-branded credit card program and build cardholder acquisition for the namesake card of internationally renowned photographer Anne Geddes.
“We had a previous program with Bank of America,” Brown explained, “and Bank of America changed philosophically so it was natural for us to look and see if there was another opportunity for co-branded credit cards. We instantly realized it was a perfect fit with Alliance Data Services.”
Brown touted The Geddes Group’s level of customer engagement, which he believes will be enhanced significantly through the partnership with Alliance Data Services.
“We have a strong social media presence and a very engaged audience,” he said. “It’s exciting.”
Brown said Alliance Data’s professionalism and approach to marketing was very attractive.
“Between what we need to bring to the table with different forms of marketing potential and how Alliance Data builds programs … and what we bring is years of building social media, email, database … it’s a good marriage of what each company can bring to the table,” Brown said.
Finding the right partner that understood the brand was vital, Brown said.
“For us, one of key things was how the credit card looks,” Brown said. “It has to look wonderful. And Alliance Data has hit the mark. It’s a great fit for both sides. We feel we’ve found a sensational partner.”
The program will launch in late November.
Alliance Data’s Retail Services business, which manages more than 120 private label and co-brand credit programs, has signed a long-term agreement to provide co-brand credit card services with Geddes, an Australian-born artist who is widely known and respected for her iconic depictions of babies and motherhood. In total, Geddes' books have been published in 84 countries, been translated into 24 languages and have sold more than 19 million books and 15 million calendars worldwide.
Alliance Data will provide a full suite of credit and marketing services for the Anne Geddes
Visa(R) card program, which provides opportunities for brand enthusiasts to earn cash back for card purchases at Anne Geddes partner retailers, and all purchases made anywhere that Visa is accepted. In the future cardholders will also have the opportunity to support charitable giving efforts through the Geddes Philanthropic Trust via purchases made with their card.
Alliance Data also will help The Geddes Group to further engage cardholders through expanded customer-relevant channels, including mobile, in order to increase cardholder loyalty. The Geddes Group will leverage Alliance Data's advanced set of analytics capabilities, enabling it to develop a deeper understanding of Anne Geddes cardholders through the analysis of purchase behaviors and preferences. In addition, innovative digital and mobile capabilities will be used to drive cardholder acquisition, engagement and spend.
Alliance Data consists of three businesses: Alliance Data Retail Services, a leading provider of marketing-driven credit solutions; Epsilon(R) , a leading provider of multichannel, data-driven technologies and marketing services; and LoyaltyOne(R) , which owns and operates the AIR MILES(R) Reward Program, Canada's premier coalition loyalty program.
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