MyPoints.com Buys Offline Loyalty Player
Page 1 of 1
Internet direct marketer and loyalty player MyPoints.com Thursday ventured into the offline world with the acquisition of Alliance Development Group (ADG), which develops and manages loyalty programs for co-branded credit cards.
Financial terms of the transaction weren't disclosed. The purchase is another example, like that of America Online and Time Warner, of an Internet company with a high valuation buying an offline player.
MyPoints.com says the move is a way for it to expand beyond Internet loyalty programs into the larger universe.
"ADG is a recognized leader in the customer loyalty industry,'" says Steve Markowitz, chairman and chief executive officer of MyPoints.com.
ADG's programs let cardholders earn points with each dollar spent on their co-branded MasterCard or Visa credit card, which they can then redeem for travel, entertainment and merchandise rewards.