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Alliance Data To Launch Credit Card Program For Good Sam Enterprises, World’s Largest RV Membership

Advantage served as advisor to Good Sam Enterprises to plan and execute a partner selection process and to support the negotiation of the alliance agreements with ADS and the selected payment network.


Alliance Data launches Private Label Credit Card and Marketing Services to Good Sam Enterprises, and Support Growth of Good Sam Club Rewards Program.

DALLAS, /PRNewswire/ -- Alliance Data Systems Corporation (NYSE: ADS), a leading global provider of data-driven marketing and loyalty solutions, today announced its Retail Services business, which manages more than 130 private label and co-brand credit programs, has signed a long-term agreement to provide co-brand credit card services for Good Sam Enterprises.

Good Sam Enterprises includes the Good Sam Club (, the world's largest membership organization for RV owners with over 1.5 million members, and Camping World (, America's number one retailer for RV products, accessories, maintenance and repair provided through more than 105 Camping World stores nationwide and through easy online and catalog shopping.

"Good Sam is the only company that is integrated into all elements of the RV lifestyle, and we're pleased to find a dedicated marketing partner for our card program. Alliance Data shares in the excitement of our loyal customer base as they seek more benefits to help them enjoy spending time on the open road," said Marcus Lemonis, chief executive officer of Good Sam Enterprises. "With Alliance Data's ability to leverage the retail point-of-sale channel and creatively market to our dedicated group of enthusiasts, we're confident we can offer a best-in-class value proposition that will increase loyalty and sales."

Alliance Data Retail Services will deliver a marketing-driven co-brand credit program designed to enrich Good Sam's relationship with its cardmembers, offering more incentives to shop through its retail stores, websites or call centers and stay at private campgrounds across the U.S. and Canada. Cardmembers will earn Rec Rewards for every dollar spent with the card, including accelerated Rec Rewards for purchases of Good Sam and Camping World products and stays at private campgrounds. The program will leverage Alliance Data's real-time capabilities and on-site technologies to welcome Good Sam members and Camping World customers to the program. Good Sam will have access to Alliance Data's advanced suite of digital and mobile solutions, designed for cardmembers living an "on the go" lifestyle.

"With Good Sam's position as a category leader, substantial membership base and brand recognition – along with the fact that roughly 30 million Americans participate in the RV lifestyle – we're enthusiastic about the opportunities that lie ahead for this partnership," said Melisa Miller, president of Alliance Data Retail Services. "As we deepen our experience in the affinity space, we look forward to working with Good Sam to employ a results-driven approach that will achieve higher levels of loyalty by expanding their marketing across new channels."

Additionally, Alliance Data will purchase Good Sam's existing file of co-brand credit card accounts, acquiring a portfolio with a size approximately double the average portfolio range of Alliance Data's existing client base. Details of the purchase price will not be disclosed, other than to note it is well within norms of the industry. Alliance Data believes that the performance of the acquired file will be consistent with traditional expectations. Additionally, all new co-brand accounts will be consistent with Alliance Data's traditional credit quality standards. The transaction is scheduled to close before the end of the third quarter 2014, subject to customary closing conditions. 

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