Alliance Data System ADS

Alliance Data Systems Corporation, incorporated on February 23, 1995, is a provider of data-driven marketing and loyalty solutions serving consumer-based businesses in a range of industries. The Company offers a portfolio of integrated outsourced marketing solutions, including customer loyalty programs, database marketing services, end-to-end marketing services, analytics and creative services, direct marketing services, and private label and co-brand retail credit card programs. The Company operates through two segments: LoyaltyOne, which provides coalition and short-term loyalty programs through the Company's Canadian AIR MILES Reward Program and BrandLoyalty Group B.V. (BrandLoyalty) and Card Services, which provides risk management solutions, account origination, funding, transaction processing, customer care, collections and marketing services for the Company's private label and co-brand retail credit card programs. Its client base is diversified across a range of end-markets, including financial services, specialty retail, grocery and drugstore chains, petroleum retail, automotive, hospitality and travel, telecommunications, insurance and healthcare.

LoyaltyOne

The Company's LoyaltyOne clients are focused on acquiring and retaining customers. The Company uses the information gathered through its loyalty programs to help its clients design and implement marketing programs. Its clients within the LoyaltyOne segment include financial services providers, grocers, drug stores, petroleum retailers and specialty retailers. LoyaltyOne operates the AIR MILES Reward Program and BrandLoyalty. The AIR MILES Reward Program is a full service outsourced loyalty program for its sponsors. The AIR MILES Reward Program enables consumers, referred to as collectors, to earn AIR MILES reward miles as they shop across a range of retailers and other sponsors participating in the AIR MILES Reward Program. These AIR MILES reward miles can be redeemed by its collectors for travel or other rewards. Through its AIR MILES Cash program option, collectors can also redeem their AIR MILES reward miles collected in the AIR MILES Cash program option toward in-store purchases at participating sponsors.

The three primary parties involved in the Company's AIR MILES Reward Program are sponsors, collectors and suppliers. Collectors earn AIR MILES reward miles at various retail and service locations, including any online presence the sponsor may have. Collectors can also earn AIR MILES reward miles at various locations where collectors can use certain credit cards issued by Bank of Montreal and Amex Bank of Canada. The Company enters into agreements with airlines, manufacturers of consumer electronics and other providers to supply rewards for the AIR MILES Reward Program. BrandLoyalty designs, organizes, implements and evaluates tailor-made loyalty programs for grocers across the world.

Card Services

The Company's Card Services segment assists various retailers in extending their brand with a private label and/or co-brand credit card account that can be used by their customers in the store, or through online or catalog purchases. Its Card Services segment provides risk management solutions, account origination and funding services for over 160 private label and co-brand credit card programs. It processes credit card applications using automated scoring technology and verification procedures to make risk-based origination decisions when approving new credit card accountholders and establishing their credit limits. The Company's accountholder base consists primarily of middle- to upper-income individuals, in particular women using its credit cards primarily as brand affinity tools. It uses a securitization program as its primary funding vehicle for its credit card receivables.

The Company performs processing services, and provides service and maintenance for private label and co-brand credit card programs. The Company uses automated technology for bill preparation, printing and mailing, and also offers consumers the ability to view, print and pay their bills online. It also provides collection activities on delinquent accounts to support its private label and co-brand credit card programs. Its private label and co-branded credit card programs are designed specifically for retailers and have the flexibility to be customized to accommodate its clients' specific needs. Through its integrated marketing services, the Company designs and implements strategies that assist its clients in acquiring, retaining and managing repeat customers. It uses multi-channel marketing communication tools, including in-store, Web, permission-based e-mail, mobile messaging and direct mail to reach its clients' customers.