Alliance Data Systems’ card services business is set to expand its instant issuance capability to include EMV technology for co-brand cards and offer private label credit cards that can be printed on-site at retail locations.
The new initiative will allow customers to apply for a credit card and get in-hand within minutes, thereby driving increased customer satisfaction while instantly boosting sales.
Additionally, it will help brands increase credit card activation rates and enhance the customer experience.
Leveraging secure transaction technologies offered by Entrust Datacard, Alliance Data partnered with Caesars Entertainment to launch an instant issuance programme for its Total Rewards Visa under pilot programme.
Now, guests can avail the benefits of instant issuance at Harrah's Resort Atlantic City and the capability will soon roll out to other properties including Caesars Atlantic City.
Alliance Data card services business vice president of marketing, products and capabilities Sheryl McKenzie said: “Alliance Data is continually innovating to provide industry-leading cardmember acquisition tools that enhance the customer experience and drive both sales and loyalty for our brand partners.
“We found through a pilot program with Caesars Entertainment that Instant Issuance gives consumers what they want – the ability to earn rewards with the brands they love faster – while offering compelling financial returns for our brand partners.
“It enhances the customer relationship even before the first transaction takes place and the advantages, including the advanced security offered by EMV technology, serve to further deepen engagement with future cardmembers."
Alliance Data said that instant issuance capabilities now enable retail brand partners to create moments of instant satisfaction in traditional brick and mortar stores by giving customers a card in their hand during store grand openings and special promo events.