Alliance Data Systems card services will extend its Instant Issuance capability to incorporate EMV technology for co-brand cards and offer private label credit cards that can be printed onsite at retail locations, with an eye towards grand openings and other special events. This will enable customers to apply for a credit card and have in-hand within minutes, driving increased customer satisfaction and an immediate increase in sales.
Alliance Data partnered with Caesars Entertainment to launch an Instant Issuance program for its Total Rewards Visa, utilizing secure transaction technologies provided by Entrust Datacard. The capability was first introduced at Caesars Palace in Las Vegas, and expanded in late 2015. As of August 24, guests can take advantage of Instant Issuance at Harrah’s Resort Atlantic City and the capability will soon rollout to other properties including Caesars Atlantic City.
In certain verticals like travel and entertainment, the ability to accelerate the earning of rewards is an especially appealing cardmember benefit. That enhanced relationship directly translates to elevated activity and increased spending. In the first seven days following account opening, 85% of cards issued onsite are used by cardmembers, generating incremental sales. Compared to cards received through the mail, the activation rates are more than four times higher in the first 90 days.
The Caesars Instant Issuance experience allows guests to apply for a line of credit at any of the 12 Las Vegas and Atlantic City Total Rewards destinations, and if approved, choose to have their card printed immediately. Now, in addition to the already robust acquisition benefits, such as a choice of two free buffet passes, two show tickets, a one night stay or tickets on the world’s largest observation wheel dubbed the High Roller, Instant Issuance allows new cardmembers to immediately reap the benefits of the entire Total Rewards Visa value proposition including the ability to be upgraded to Platinum Tier status after making their first purchase on the newly printed card.
In addition to the ongoing solution utilized by Caesars Entertainment, Instant Issuance capabilities now allow retail brand partners to create moments of instant gratification in traditional brick and mortar stores by giving customers a card in their hand during store grand openings and special promo events. Alliance Data is building on the initial success of the capability and is in the planning stages of both co-brand and private label Instant Issuance implementation with other brand partners.
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