Alliance Data Systems Corp. said Monday that it will provide private label credit card services for Talbots Inc., the struggling Hingham-based retailer of apparel and accessories designed for middle-age career women.
In a press release, Dallas-based Alliance Data Systems also said it purchased Talbots’ credit-card loans portfolio, which it valued at $145 million.
According to Alliance Data, its specialty is helping clients drive sales and increase customer loyalty.
Talbots could perhaps use some help on the customer-loyalty front. In recent years, it tried to woo younger women in a bid to expand its customer base. But the strategy alienated core consumers without attracting new shoppers. Fallout included plunging revenues and the closing of scores of stores.
Talbots recently agreed to be taken private by the New York investment firm Sycamore Partners.
Alliance Data said it will “deliver a marketing-driven private label credit card program that recognizes and rewards Talbots cardholders with a tiered program offering cardholders points-per-dollars spent, plus other perks, to drive brand loyalty and repeat purchases consistent with Talbots’ historical program.”