Burlington To Roll Out Private Label Credit Card, Loyalty Program

Alliance Data Systems has signed a new agreement to provide private label credit card services and a loyalty program for off-price retailer Burlington Stores.

Burlington plans to begin piloting its new private label credit card and loyalty program by the end of its first quarter in approximately 140 of its stores.

Leveraging Alliance Data’s tech-forward approach, Burlington shoppers who apply at the point of sale in many Burlington store locations will benefit from driver’s license instant credit, which simplifies the application process through a scan of the shopper’s driver’s license. Alliance Data will also implement a full suite of data-driven marketing services for the card program to drive brand loyalty and help grow Burlington’s top-line sales, the company said.

Bart Sichel, evp/chief marketing officer for Burlington, said, “Alliance Data is a leader in the marketing and loyalty space, and we look forward to leveraging their extensive retail expertise to help us recognize our customers’ loyalty with customized rewards and new shopping benefits.”