BWI: LoyaltyOne and Direxions Partner for Success in India’s Consumer Market

Press release from Business Wire India
Source: LoyaltyOne
Wednesday, July 20, 2011 04:45 PM IST (11:15 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Business services, Information technology; Technology
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LoyaltyOne and Direxions Partner for Success in India's Consumer Market
North America's largest loyalty leader extends its reach into one of the world's fastest growing consumer markets

Mumbai, Maharashtra, India, Wednesday, July 20, 2011 -- (Business Wire India) -- LoyaltyOne, an Alliance Data company and a global provider of loyalty strategy and programs, customer analytics and relationship marketing services, today announced it has acquired a 26 percent stake in India-based Direxions Marketing Solutions Pvt. Ltd., a leading loyalty, customer relationship management (CRM) solutions and data analytics company with a roster of blue chip clients including Indian Fortune 100 companies such as Procter & Gamble, Colgate, Deutsche Bank, ICICI Bank, BNP Paribas, LG and Unilever, among others.

"Our investment in, and the partnership with Direxions, represents a significant opportunity for LoyaltyOne to enter the Indian market and achieve success in one of the world's fastest-growing consumer markets," said Bryan Pearson, President & CEO of LoyaltyOne. "We will leverage Direxions' thought leadership, unparalleled expertise, experience and pioneering work with leading Indian and international brands and businesses to continue to deliver significant consumer and client value within India."

LoyaltyOne is a global provider of loyalty strategy and programs, customer analytics and relationship marketing services. It owns and operates the AIR MILES® Reward Program, a nationwide coalition loyalty program in Canada where two-thirds of all Canadian households collect their points. LoyaltyOne also recently announced the launch of a national rollout of a coalition loyalty program in Brazil called 'dotz', in which it holds a sizeable equity stake. LoyaltyOne's strategic partnership with Direxions is in keeping with its global expansion strategy to identify geographies with significant market opportunities for loyalty initiatives.

Direxions Global Solutions Private Ltd., comprises three businesses: Direxions Marketing Solutions, a full-service agency and India's market leader offering loyalty and relationship marketing solutions; Cartesion Consulting, a precision marketing consultancy, which provides analytic solutions including customer, loyalty, retail, campaign and channel analytics; and Red Box Rewards, which provides full-service rewards, point-based loyalty programs and incentive programs for businesses throughout India.

"We are happy to partner with LoyaltyOne and see a significant opportunity in the rapidly burgeoning Indian market for the combined entity," said Brian Almeida, Managing Director, Direxions Global Solutions Private Limited. "With considerable experience in the loyalty sector, particularly stand alone loyalty programs and customer data analytics, Direxions offers the capabilities, a solid talent pool in this market and local knowledge to form a strong partnership with LoyaltyOne. Together, our combined competencies, capabilities and expertise in coalition loyalty programs, analytics and CRM position us as unparalleled leaders in this space."

With an estimated total population of 1.3 billion people, India is the second-most populous country globally and the world's 12th largest economy. It has a rapidly growing middle class of more than 50 million people. Global estimates suggest that the middle class is expected to grow ten-fold by 2025.

Similar to its approach in Brazil with the equity stake in CBSM - Companhia Brasileira De Servicos De Marketing (dotz), LoyaltyOne will work closely with Direxions to explore a coalition concept model similar to LoyaltyOne's established and globally-recognized Canadian AIR MILES Reward Program and the quickly expanding and successful dotz program in Brazil. The partnership will also continue to offer leading edge one-to-one multi-channel marketing services for India's consumer-focused companies (retail, financial services, travel and consumer packaged goods) leveraging the combined efforts, knowledge and experience of Direxions and LoyaltyOne.

About LoyaltyOne:

LoyaltyOne, an Alliance Data (NYSE:ADS) company, is a global provider of loyalty strategy and programs, customer analytics and relationship marketing services. In India LoyaltyOne has partnered with Direxions - an independent ISO-certified marketing solutions company, to bring a compelling suite of loyalty services for marketers. As global leaders in coalition loyalty programs, including operating North America's largest coalition loyalty program - the AIR MILES Reward Program, as well as dotz - the leading coalition program in Brazil, LoyaltyOne leads all efforts relating to coalition programs in India with standalone loyalty program consulting, analytics and program management provided by Direxions.

About Direxions Marketing Solutions Private Limited

Direxions Marketing Solutions Private Ltd along with its businesses Cartesian and Red Box offer cutting-edge direct and integrated marketing solutions to companies desiring to acquire, retain and build relationships with customers, distribution and sales channels or employees. Designing, launching and implementing some of the biggest loyalty programs in the airline, hospitality and retail space, today Direxions continues to work with some of India's leading brands in retail, telecom, banking, consumer packaged goods and healthcare. With a pan-India presence, Direxions has built a strong practice in the Direct Marketing, relationship and loyalty industry in the country. For more information, visit www.direxions.com.


CONTACT DETAILS
Ankita Satija, Bite Communications, +91 (124) 4711650/ +91 9810661739, Ankita.Satija@bitecommunications.com

KEYWORDS
CONSUMER, MARKETING, BUSINESS SERVICES, IT, TECHNOLOGY

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