Equifax Database Services and Loyalty Lab Inc. have partnered to offer expanded loyalty and database services to clients.
The two companies will integrate Loyalty Lab’s loyalty programs with Equifax’s data and marketing services to create data-rich loyalty initiatives. The dual service will be offered mostly to new clients for Equifax, since many of its customers already have a loyalty program in place, though some older clients may be pushed to convert.
“Loyalty solution companies like Loyalty Lab are increasingly being used by retailers in particular but other types of companies as well, and we have been running into that situation where we have to exchange data with loyalty systems,” explained Andy Cutler, VP of client development for Equifax. “It made sense to partner with someone so that if one of our clients didn’t have a loyalty program we would have a partner who would do this with us. It’s a natural extension of our overall strategy of partnering with key vendors in the customer marketing environment, and we looked to Loyalty Lab in particular because it’s an up-and-comer in that space right now.”
Cutler added that the integrated offer should help both Equifax and Loyalty Lab grow their businesses because it creates a more holistic experience for the customer.
The partnership grew out of the companies’ combined efforts for a single client. Equifax’s strong focus in the retail industry indicates that many new clients will come from that sector.