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    Alon Renews and Expands Alliance Data Contract

    Loyalty and marketing solution company will launch a co-branded credit-card program for the convenience chain's FINA-branded stations.

    DALLAS -- Alon USA Energy Inc., operator of more than 1,000 convenience stores, renewed and expanded its multi-year contract with loyalty and marketing solutions firm Alliance Data Systems Corp., which will see the development and launch of co-brand and private-label credit-cards services for Alon's FINA-branded convenience stores.

    "The introduction of the co-brand credit card program will provide our customers with an additional purchasing option and a new way to earn rewards with us," Judge Dobrient, general manager for marketing at Alon, said in a statement. "Both card programs are an effective means of further extending our brand and delivering a meaningful value proposition for our customers."

    As part of the agreement, Alliance Data will provide a credit and marketing solution for the FINA card program. The new co-brand credit-card program complements Alon's existing FINA private-label credit-card program, as it allows select customer segments with alternate card options, the company stated. Similar to the existing private-label program, the co-brand card will by targeted to customers that meet Alliance Data's traditional credit quality standards, according to the company.

    "Consumers today can easily select one corner gas station or convenience store over another; our integrated credit and marketing solution will help Alon improve customer loyalty by giving them additional value via the branded card program," Ivan Szeftel, president of retail services for Alliance Data, said in a statement. "This new co-brand credit-card program will effectively complement the FINA private-label credit program -- growing the overall footprint of the program for greatest business impact."

    Both card programs include points-based reward incentives, and cardholders will earn rebates based on purchases of fuel and in-store merchandise, which strengthen brand-affinity and customer loyalty, the company stated.

    Alliance Data will also provide Alon with account acquisition and activation; receivables funding and credit risk management; credit authorization; card issuance; statement generation; remittance processing; marketing and customer service functions.

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