LoyaltyOne, Inc. is a North American company that works with brands in retail, financial services, grocery, petroleum retail, travel, and hospitality industries to change consumer behavior and create customer loyalty programs.[1]
LoyaltyOne has been owned by Alliance Data Systems Corporation since 1998 and has approximately 1,500 employees in offices in Toronto, Calgary, Montreal and Cincinnati.[2] The most notable of LoyaltyOne’s offices is its Customer Care Centre in Mississauga, Ontario. Built in late 2009, this building features the largest solar array in Canada and has over 800 solar panels.[3][4]
There are currently seven interrelated businesses under the LoyaltyOne umbrella, including Colloquy, LoyaltyOne Consulting, Precima, the Air Miles Reward Program, AIR MILES for Social Change, dotz and Direct Antidote.
Colloquy produces research articles, white papers, and holds educational events on topics in the loyalty marketing industry.[5] Established in 1990, Colloquy magazine offers updates and analysis of loyalty issues and best practices for 32,000 subscribers.[6] Colloquy’s research division develops consumer and business to business research projects and white papers, including industry-specific reports, sizing studies and insights into the drivers of consumer behaviour. It is the official loyalty partner of the Direct Marketing Association and the Canadian Marketing Association. In July 2008 the consulting practice of COLLOQUY became LoyaltyOne Consulting, which designs and implements loyalty marketing strategies.
Precima develops and executes customer-centric retail strategies. It was originally the in-house analytics arm of the Air Miles reward program and has helped retailers make better decisions using shopper-based insights for over 15 years.[7]
Air Miles is the most recognizable of LoyaltyOne’s lines of business. It is a coalition loyalty program that offers consumers reward miles for their everyday purchases that they can redeem for more than 800 rewards. With over 10 million collectors, Air Miles is the largest Canadian loyalty program.[8]
Direct Antidote is a loyalty marketing agency specializing in data-driven creative campaigns.[9]
LoyaltyOne has received a substantial number of awards covering marketing, contact centres, human resources, training and leadership.[10][11][12][13] In 2010, LoyaltyOne was named one of Canada’s 50 Best Employers and one of Canada’s Greenest Employers.[14][15]