Alliance Data Systems: The Private Label Credit Card Company for Brands You Know

Alliance Data Systems: The Private Label Credit Card Company for Brands You Know


Alliance Data Systems is a well-known name in the payment solutions industry. Formed after the merger between The Limited’s credit card bank operation and J.C. Penney’s credit card processing unit, the company is considered a leading global provider of data-driven loyalty, marketing, and payment solutions. That includes private label credit card programs for some of the top brands in the world including Lexus, Pottery Barn, J. Crew, Victoria’s Secret, Williams Sonoma, HSN, Eddie Bauer, and Pier 1 Imports.

The company is famous for creating tailor-made solutions that allow for better profitability and growth for businesses by driving the customer-buying journey.

Alliance Data Systems offers customer loyalty programs through traditional, mobile, and digital technologies to help businesses retain their most loyal customers.

The Famous Footwear Collaboration

On February 2, 2021, Alliance Data Systems announced its collaboration with Famous Footwear for the Famous Footwear Famously You Rewards Credit Card (Alliance Data, 2021). This card will be offered exclusively to more than 22 million members of the existing Famous Footwear loyalty program called Famously You Rewards, which has been available for many years.

When you sign up for this credit card, you’ll get to enjoy a first purchase incentive and access to a wide range of benefits and rewards from more than 900 Famous Footwear stores across the United States and Canada.

In this partnership, Alliance Data Systems will use its famous Enhanced Digital Suite solution that’s specifically designed to help promote better brand loyalty and increase customer engagement.

Val Greer, Chief Commercial Officer explained: “By leveraging the breadth of tools available through our Enhanced Digital Suite, data analytics features, and innovative capabilities, Famous Footwear makes it easy for its customers to apply for and, once approved, immediately make purchases online or in the brand’s more than 900 stores.”

“As customer behaviors shift, we are confident the Famous Footwear Famously You Rewards Credit Card program will help Famous Footwear capitalize on digital trends, creating loyalty and driving sales while serving the brand’s most devoted customers,” he added.

The Future of Payments

The partnership between Alliance Data Systems and Famous Footwear is the perfect example of how payments are evolving today.

By offering a loyalty program that allows consumers to enjoy exclusive benefits while motivating them to make purchases, it’s easier for businesses to increase their revenue while making sure that their loyal customers get rewarded for sticking with their brand.

You see, this is an opportunity to also improve your existing payment systems. While a store credit card collaboration might not be feasible for a small business, a rewards or loyalty program for customers is a great idea. High-risk merchant accounts providers can help facilitate safe and convenient payment processing.

With a good payment processing system in place, it’s easier to keep your customers loyal to your brand and make sure that you don’t run into any issues keeping track of your sales.


Alliance Data Introducing New Private Label Credit Card Program For Famous Footwear. (2021, February 2). Alliance Data Card Services.

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