Alliance Data Systems’ card services business has entered into a new agreement with online furnishings retailer Appliances Connection to provide credit card services.

As part of the deal, Alliance Data will launch a private label, loyalty-driven credit card programme based on insights from Appliances Connection customers.

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The company will also create and implement a range of data-driven marketing services in order to drive brand loyalty and top-line sales for the programme.

Furthermore, Alliance Data intends to use its digital expertise to enhance customer’s shopping journey, including an optimised application process for the card.

The company will also employ its SelectCheckout capability designed to allow cardmembers to redeem reward points and easily pay with their store-branded credit card.

Appliances Connection founder and CEO Albert Fouerti said: “Our search for a credit card partner that understands and can help deliver the unmatched brand experience we’ve created led us to Alliance Data.

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“With Alliance Data’s innovative, market-leading capabilities, the card programme will offer a level of convenience and flexibility that will make our quality merchandise accessible to even more loyal shoppers.”

Alliance Data president of card services business Melisa Miller said: “This partnership demonstrates our ability to drive deeper customer connections for our brand partners by leveraging our innovative credit marketing tools and the strongest, most predictive data in the market today.

“This agreement also extends our reach into the online retail and home improvement categories, and really speaks to consumer interest in these segments.”