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Alliance Data Loyalty Services becomes LoyaltyOne

Toronto-based Alliance Data Loyalty Services, operator of the Air Miles loyalty program, has changed its name to LoyaltyOne. According to the company, the new name is intended to enhance its expansion into the United States and other international markets. It is also intended to convey the message that the firm offers a range of loyalty marketing services. LoyaltyOne also owns research company Colloquy, database firm Icom Information & Communications, loyalty agency Direct Antidote, analytics company Precima and the recently-launched LoyaltyOne Consulting. "We are hearing more talk of coalition loyalty marketing in the US than ever before, and that follows a global trend," said company president Bryan Pearson. "Wherever the coalition model is dominant, as in Canada, the United Kingdom, Germany, Australia or New Zealand, you see much higher customer participation and engagement. So, it's not just points, promotions and programs in the short term, our strategies drive long-term behavior change." LoyaltyOne remains a subsidiary of Alliance Data Systems.

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