L.L. Bean offers new loyalty card

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L.L. Bean has teamed with Barclays to offer a new, loyalty-based, store-branded Visa card.

Card users can earn coupon dollars that can be used on L.L. Bean merchandise, with more dollars being offered when the card is used to purchase L.L. Bean products. Free shipping and monogramming, which were provided through the store's previous card program, will remain benefits with the new card. Free return shipping has been added to the program, due to popular demand.

“The card program is a benefit to our customers and does contribute to sales,” said Carolyn Beem, manager of public affairs for L.L. Bean. The retailer chose to partner with Barclay's after an extensive review of multiple banks. A key factor in the decision was Barclay's willingness to establish a customer call center in L.L. Bean's home state of Maine, the company said. Bank of America previously provided L.L. Bean's loyalty card services.

“We continue to retain the existing customer accounts and we're focused on providing customers with competitive rewards card programs,” said Betty Reese, spokeswoman for Bank of America.

Promotions for the card program, which officially launched on July 1, will initially focus on converting past and current cardholders, who will need to reapply for the cards through Barclay's. L.L. Bean's will send out targeted letters and e-mails and will also highlight the program on its Web site and in retail stores.

Beem declined to name any specific goals for the new card program, but noted that it was a significant program and good for store sales.


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