The Canadian Loyalty business of
Alliance Data Systems Corporation
) inked a multi-year agreement with Eastlink, whereby the latter
will issue AIR MILES reward miles in Atlantic Canada's four
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Owned by the Bragg Group, a privately held business based in Nova
Scotia, Canada, Eastlink operates in eight Canadian provinces and
Bermuda. Eastlink provides video entertainment and communication
services to residential, business and public sector customers.
Effective Jun 19, Eastlink has started issuing reward miles for
several products and services and will continue throughout the
promotional period. Additionally, it will offer AIR MILES reward
miles on purchase of HD, DVR, pre-authorized payment services and
Subsequently, AIR MILES reward miles can be redeemed for more
than 1,200 different rewards, including travel, movie passes,
entertainment attractions and electronic merchandise. With
this liaison, Eastlink will be able to better serve its customers
by offering them reward miles.
With more than 60% of the Canadian household collecting reward
miles, the AIR MILES Reward Program has positioned itself as
Canada's premier coalition loyalty program.
Following the agreement, Eastlink not only joins the group of
more than 220 sponsors offering AIR MILES reward miles but also
becomes the first full-service telecommunication company in
Canada to offer the Atlantic Canadians AIR MILES reward miles.
Earlier, in May, the Canadian Loyalty business of Alliance Data
inked a multi-year agreement with Irving Oil, whereby the latter
will issue AIR MILES reward miles. To date, this agreement marks
the second such deal inked by Alliance Data's Canadian Loyalty
In the last reported quarter, AIR MILES' reward miles at Alliance
Data issued decreased 3% year over year. We expect that such
deals will help Alliance Data bounce back on to the growth
Alliance Data currently carries a Zacks Rank #4 (Sell). Among
other financial transaction service providers,
) carrying a Zacks Rank #1 (Strong Buy) and
Official Payments Holdings Inc.
Fidelity National Information Services, Inc
), carrying a Zacks Rank #2 (Buy) are worth noting.