Citi announces new partnership to enhance loyalty offerings

by: Nichole Gunn March 28, 2012

Citi, a leading lobal bank with roughly 200 million customer accounts and a presence in more than 160 countries and jurisdictions, recently announced a new multi-year card relationship with BrandSource that will attempt to contribute to the company's customer loyalty and reward offerings.

BrandSource offers a large selection, low prices and top-notch service on electronics, bedding, appliances, floor coverings, home furnishings and more. The credit card program through BrandSource provides customer financing at more than 4,500 BrandSource retailers across the country.

“Citi Retail Services is proud to welcome BrandSource to our portfolio of leading retailers across the country,” said Craig Vallorano, executive vice president of Citi Retail Services. “This new relationship is the latest in a series of extensions and new agreements demonstrating our commitment to provide best-in-class loyalty and credit programs and a comprehensive suite of services to our growing family of partners.”

The new relationship will follow several contract renewals announced by Citi over the past year and a half. Under this agreement, Citi will provide customer value propositions and marketing programs that are fully integrated to increase loyalty and sales among the BrandSource brand.

“We are extremely excited to partner with Citi Retail Services,” said Bob Lawrence, CEO of BrandSource. “Citi’s expertise across the payments and retail industries and its ability to deliver both an integrated marketing campaign and the high-level support to our network of dealers sets them apart from other providers. This new program delivers a significant competitive edge for BrandSource and our network of dealers, and will ultimately benefit our customers.”

Customer reward programs are offered across numerous industries and are employing new technologies to reach an ever-savvy customer base. One of these offerings was included in a blog post by David Wolinsky for NBC Chicago. Perka is a cardless loyalty program that is accessible from a customer's smartphone and lets local businesses provide special treatment to frequent customers, who receive more perks the more times they visit a participating business. Perka is available for both Android and the iPhone.


About Nichole Gunn

Nichole Gunn is the VP of Marketing at Incentive Solutions, an Atlanta-based incentive company that delivers advanced, agile B2B customer loyalty and channel sales incentives programs.