Alliance Data's Card Services Business Extends Instant Issuance Capability To Include EMV Technology And Private Label Cards, Helping Brands Increase Credit Card Activation Rates And Enhance The Customer Experience

COLUMBUS, Ohio, Sept. 14, 2016 /PRNewswire/ -- Alliance Data Systems Corporation's card services business (www.knowmoresellmore.com), a premier provider of branded private label, co-brand and business credit programs, will extend its Instant Issuance capability to incorporate EMV technology for co-brand cards and offer private label credit cards that can be printed onsite at retail locations, with an eye towards grand openings and other special events. This will enable customers to apply for a credit card and have in-hand within minutes¹, driving increased customer satisfaction and an immediate increase in sales.

Alliance Data partnered with Caesars Entertainment to launch an Instant Issuance program for its Total Rewards® Visa®, utilizing secure transaction technologies provided by Entrust Datacard. The capability was first introduced at Caesars Palace in Las Vegas, and expanded in late 2015. As of August 24, guests can take advantage of Instant Issuance at Harrah's Resort Atlantic City and the capability will soon rollout to other properties including Caesars Atlantic City.

"Alliance Data is continually innovating to provide industry-leading cardmember acquisition tools that enhance the customer experience and drive both sales and loyalty for our brand partners," said Sheryl McKenzie, vice president of marketing, products and capabilities for Alliance Data's card services business. "We found through a pilot program with Caesars Entertainment that Instant Issuance gives consumers what they want – the ability to earn rewards with the brands they love faster – while offering compelling financial returns for our brand partners. It enhances the customer relationship even before the first transaction takes place and the advantages, including the advanced security offered by EMV technology, serve to further deepen engagement with future cardmembers."

In certain verticals like travel and entertainment, the ability to accelerate the earning of rewards is an especially appealing cardmember benefit. That enhanced relationship directly translates to elevated activity and increased spending. In the first seven days following account opening, 85 percent of cards issued onsite are used by cardmembers, generating incremental sales. Compared to cards received through the mail, the activation rates are more than four times higher in the first 90 days.

The Caesars Instant Issuance experience allows guests to apply for a line of credit at any of the 12 Las Vegas and Atlantic City Total Rewards destinations, and if approved, choose to have their card printed immediately. Now, in addition to the already robust acquisition benefits, such as a choice of two free buffet passes, two show tickets, a one night stay or tickets on the world's largest observation wheel dubbed the High Roller, Instant Issuance allows new cardmembers to immediately reap the benefits of the entire Total Rewards® Visa® value proposition including the ability to be upgraded to Platinum Tier status after making their first purchase on the newly printed card.

"Total Rewards members have come to expect program features and benefits that exceed their expectations, and Instant Issuance allows cardmembers to immediately experience the benefits of the Total Rewards Visa, including 5X Reward Credits for every $1 spent on hotel stays, dining, shows, concert tickets and more at Total Rewards destinations," said Michael Marino, senior vice president of Total Rewards at Caesars Entertainment. "Faster access to these benefits, as well as the 2X Reward Credits for airline, gas and groceries and 1X Reward Credits everywhere else Visa is accepted, has enhanced the program experience and added significant value for our cardmembers."

In addition to the ongoing solution utilized by Caesars Entertainment, Instant Issuance capabilities now allow retail brand partners to create moments of instant gratification in traditional brick and mortar stores by giving customers a card in their hand during store grand openings and special promo events. Alliance Data is building on the initial success of the capability and is in the planning stages of both co-brand and private label Instant Issuance implementation with other brand partners.

"Originally started with debit card implementation, instant credit card issuance has become a critical component in providing an exceptional customer experience while also delivering compelling financial return," said Phil Kasper, senior vice president, sales and services, for Entrust Datacard.

¹ NOTE: Customers receive cards only upon approval.

About Alliance Data's card services business
Alliance Data's card services business is a leading provider of tailored marketing and loyalty solutions, delivered through branded credit programs that drive more profitable relationships between our brand partners and their cardmembers. We offer private label, co-brand, and commercial products to many of the world's most recognizable brands across a multitude of channels.

We uphold our Know more. Sell more.^® promise by leveraging unmatched customer insights, advanced analytics, and broad-reaching innovative capabilities. It's how we deliver increased sales to our partners, build enduring loyalty to their brands, and provide more value to our cardmembers. Alliance Data's cards business is a proud part of the Alliance Data enterprise. To learn more, visit www.knowmoresellmore.com or follow us on Twitter @Know_SellMore.

About Entrust Datacard
Consumers, citizens and employees increasingly expect anywhere-anytime experiences — whether they are making purchases, crossing borders, accessing e-gov services or logging onto corporate networks. Entrust Datacard offers the trusted identity and secure transaction technologies that make those experiences reliable and secure. Solutions range from the physical world of financial cards, passports and ID cards to the digital realm of authentication, certificates and secure communications. With more than 2,000 Entrust Datacard colleagues around the world, and a network of strong global partners, the company serves customers in 150 countries worldwide. For more information, visit www.entrustdatacard.com.

SOURCE Alliance Data Card Services