Brand New: Making jeans fit by ProQuest


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									                                                                                                   | July 26, 2010 | dmnews | 3

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                                                                                                            Discover changes
            BrandNew                                         Making jeans fit
                                                                                                            rewards program
                                                                                                            By ryan Chatelain
                                                                                                            : Credit card company Discover announced
                                                                                                            July 21 that it has revamped its Cashback
                                                                                                            Bonus rewards program.
                                                                                                               The company now allows card members
                                                                                                            to redeem cash rewards for more than 400
                                                                                                            products, including iPods, coffee makers,
                                                                                                            tools and exercise DVDs. Customers are not
                                                                                                            charged shipping fees or taxes on their mer-
                                                                                                            chandise selections. Consumers also have
                                                                                                            the option of partially paying for an item
                                                                                                            using their Cashback Bonus, and charging
                                                                                                            the remainder of the cost to their cards.
                                                                                                               Customers, who receive 5% cash back on
                                                                                                            select purchases and 1% on other charges,
                                                                                                            can also continue to redeem their rewards
                                                                                                            for partner or Discover gift cards, direct
                                                                                                            deposits, balance payments or charity
                                                                                                               “It’s just another way in which we can
                                                                                                            continue to enhance the experience,” said
                                                                                                            Dana Traci, Discover’s VP of rewards and
                                                                                                            product management.
             two-year-old premium jeans brand dl1961 will launch a                                             Discover also has added features to the
             campaign next month to increase brand awareness, product                                       rewards section of its website, including a
                                                                                                            search function and personalized recom-
             demand and sell through. omnicom agency Fathom commu-
                                                                                                            mendations, which are determined using a
             nications created the effort, which includes direct mail, print                                customer’s rewards-redemption and buying
             ads, out-of-home and in-store displays.                                                        histories. Discover teamed with Affinion
                                                                                                            Loyalty Group to create changes to the
                                                                                                            merchandising agreements.
                                                                                                               The credit card company is marketing

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                                                                                                            the enhanced rewards program to current
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