Gander Mountain boosts loyalty for growing retail efforts

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Following its recent launch of an e-commerce site and catalog, sporting and outdoor goods retailer Gander Mountain has signed a private label credit card agreement with Alliance Data Systems Corp.

Alliance has been providing co-brand credit card services to Gander Mountain since 2005 and will continue to support that relationship. Under the new agreement, Alliance will also provide the retailer with private label credit card and database marketing services, analytics, customer segmentation and modeling. Alliance will also build and maintain a consumer marketing database for the chain and assist Gander Mountain in promoting and running its Rewards Club program.

“The rewards piece of it is one we've been looking at for a while,” said Casey Ramm, director of marketing for Gander Mountain. “We think it's important as far as giving value to repeat customers. The goal is to get people to come back into the store as often as possible and reward them for coming in.”

Cardholders for both the co-brand and private label Gander Mountain credit cards are eligible to earn Rewards Club points, which can be redeemed for savings at Gander Mountain stores, on the company's e-commerce site or in catalog orders. The new card and rewards program will be promoted heavily in stores, as well as on the Gander Mountain site and in its catalogs.

Ramm described Gander Mountain customers as people with a passion for the outdoors. Gander Mountain shoppers skew slightly male, but new initiatives in apparel and footwear have helped the store make strides with women and youth.

Gander Mountain operates 115 stores in 23 states and had sales of close to $1 billion in the 2007 fiscal year.

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