Loyalty and marketing specialist Alliance Data Systems (BFH -0.64%) grabbed a tiger by the tail with a multiyear agreement to provide private label credit card services to Systemax (GIC) subsidiary TigerDirect.
In an effort to assist the multichannel computer and electronics retailer extend its brand recognition, Alliance Data will launch and provide marketing services for a new private label credit card program. No financial terms were disclosed in the release.
Noting that it also extends its own entrance into a new market, namely consumer electronics, Alliance Data Systems president of retail services Melisa Miller said: "Leveraging our credit and marketing tools, this new credit program will extend the reach of the TigerDirect brand, mirroring the service and value TigerDirect brings to every customer interaction, while driving brand loyalty among its best customers -- its cardholders."
TigerDirect sells computers, TVs, video and audio products, video gaming equipment, and more. Alliance Data employ approximately 11,000 associates at more than 70 locations worldwide.
