Alliance Data Systems Corporation, a global provider of data-driven marketing and loyalty solutions, has confirmed that its Columbus card services business has signed a new agreement to provide co-brand credit card services for Penn National Gaming. The credit card program will be used, said the firm, to expand and enrich Penn National’s customer loyalty program.
Penn, which recently acquired Pinnacle Entertainment, now operates 40 properties in the US, including multiple Hollywood Casinos, Ameristar Casinos, L’Auberge Casino, the Tropicana Las Vegas and the M Resort Spa & Casino. The company’s loyalty program currently offers its customers the opportunity to earn points for gaming and other purchases at its locations. The addition of the credit card program allows customers to earn even more points on hotel, dining and non-gambling entertainment purchases at the company’s properties, while earning additional points when they use the card elsewhere for daily purchases.
“Our agreement with Alliance Data will allow us to offer customers additional ways to earn valuable benefits, while increasing our current customers’ loyalty and providing us with new insights to help reach even more customers,” said Jennifer Weissman, Chief Marketing Officer, Penn National Gaming. “Alliance Data, through its innovative approach to marketing and loyalty, has demonstrated the ability to drive top-line sales in our industry, and we are excited for the credit card program to contribute to our continued growth.”
Melisa Miller, president, Alliance Data’s card services business, added: “We look forward to leveraging the winning combination of innovative technology and data-driven insights to connect with loyal Penn National enthusiasts and to enable them to earn even more of what they love. By increasing customers’ access to the exceptional experiences they already enjoy, we are confident our unique partnership will help Penn National continue its impressive growth story.”