Offline Expansion in the Cards for MyPoints.com

Share this article:
Online loyalty marketing services provider MyPoints.com acquired the Alliance Development Group for $16.2 million today -- further cementing the company's currency points in the offline world.


ADG, Boston, specializes in the creation, management and fulfillment of loyalty-based programs for co-branded credit cards. MyPoints.com will integrate its service with all campaigns run by ADG, including the rewards programs for such high-profile accounts as The Kroger Co. and Albertsons. The awards currency for the existing programs will be switched to MyPoints.


"We're taking over the operation of some very powerful large-scale points programs in the offline environment," said Steven Markowitz, CEO of MyPoints.com. "The expertise and important relationships our new colleagues bring to the table will be used as a springboard to more quickly penetrate the offline market."


This acquisition is part of MyPoints' grand strategy to become the loyalty provider of choice across all media.


"We have a clicks-and-mortar vision. We want to bridge the online and offline worlds," said Markowitz.


A MyPoints credit card may be in the near future for the company, but Markowitz would not address the subject directly as the company is in a quiet period.


"It wouldn't be a stretch of the imagination. We would have that technology in house if it's something that we wanted," he said. "Almost every major points program in offline space has its own credit card."


Up until now, the company had been quietly expanding into the credit card arena. It currently runs the NextCard rewards program as well as a co-branded points program for Providian Bank's Aria Card.


ADG, which will operate as a wholly owned subsidiary of the companies, has partnerships with U.S. Bank and Bank of America.
Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Native Ads Unmasked!

Native Ads Unmasked!

A Google product engineer introduces a browser plug-in that outs native advertising.

Good Descriptions Rate More Than Good Reviews

Good Descriptions Rate More Than Good Reviews

Price still rules as an online purchase influencer, says a new survey, but basic brand assets should not be ignored in online product presentations.

For CMOs, A Tale of Two Situations

For CMOs, A Tale of Two Situations

A survey of 525 chief marketers finds them voyaging between digital discovery and digital deliverance, riding out turbulent trends to positions of newfound respect.