Alliance Data Signs Multi-Year Agreement With Excentus

Will provide co-brand credit-card program for Fuel Rewards Network

Published in CSP Daily News

DALLAS -- Alliance Data Systems Corp., a leading provider of loyalty and marketing solutions derived from transaction-rich data, has announced its Retail Services business, which manages more than 120 private-label and co-brand credit programs, has signed a multi-year agreement with Excentus Corp. to provide co-brand credit-card services for the Fuel Rewards Network.

Through the Fuel Rewards Network MasterCard, members can earn cents-per-gallon rewards--up to 25 cents off the cost per gallon--for every $100 spent on everyday purchases made anywhere MasterCard is accepted, on or offline. Members can then redeem those rewards at participating Shell locations nationwide to reduce the cost of their fuel.

Founded in 1996, Dallas-based Excentus has spent more than 15 years developing and perfecting the Fuel Rewards Network program to make it easy for consumers to save money on fuel and be rewarded for those savings.

Alliance Data will provide a full suite of credit and marketing services for the Fuel Rewards Network MasterCard card program including real-time credit prescreen capabilities to drive cardholder acquisition. The companies will partner to develop a deeper understanding of the Fuel Rewards Network cardholders through analysis of purchase behaviors to drive future spend and loyalty. The Fuel Rewards Network will also leverage the data assets of Epsilon, another Alliance Data company, to accelerate new member acquisition.

"Excentus has built the Fuel Rewards Network into the most recognized and fastest growing cents-per-gallon rewards program in the nation. Our new credit card program will further engage members by helping them maximize their Fuel Rewards simply by making everyday purchases," said Brandon Logsdon, president and COO of Dallas-based Excentus. "With Alliance Data's extensive marketing expertise, insights-driven technologies, and like-minded approach to increasing customer loyalty, we expect the credit card program to be an integral part of the Fuel Rewards Network membership experience."

"Our loyalty marketing experience and keen focus on driving cardholder engagement allows Alliance Data to be a strategic partner to increase Fuel Rewards member loyalty as consumers consistently look for ongoing savings on everyday necessities such as gasoline," said Melisa Miller, president of Alliance Data Retail Services. "We look forward to using our proven credit marketing expertise, deep analytics capabilities, and customer-centric solutions to help Excentus grow the Fuel Rewards Network program and enhance cardholder value."

Dallas-based Alliance Data Retail Services is one of the nation's leading providers of branded credit-card programs, with more than 120 marketing-driven private-label, co-brand and commercial programs in partnership with many brands. It creates turnkey, multichannel credit programs. It consists of three businesses: Alliance Data Retail Services, a provider of marketing-driven credit solutions; Epsilon, a provider of multichannel, data-driven technologies and marketing services; and LoyaltyOne, which owns and operates the AIR MILES Reward Program.