Alliance Data Systems' card services business has launched a retailer-branded mobile MyLoyalty App, which is customized for each brand and provides customers with the ability to apply, shop, earn and connect with their favourite brands. This article is copyright 2015 The Best Customer Guide.

Retailers and customers may choose from a variety of features including the ability to apply for a store-brand credit card, make purchases with the MyDigitalCard, and earn and redeem rewards at the point of sale.

The app features in-built loyalty account management so that customers can easily manage their rewards and card account on the go, as well as location-based messaging via MyMessages, including geofence and beacon location services for all major malls in America.

"Retailers are continually seeking the best ways to connect and interact with their most loyal customers," said Sheryl McKenzie, vice president of product and capabilities for Alliance Data's card services business. "Through the App's MyMessages feature, customers may enable in-app offers, rewards and marketing messages. When you couple that with our location-aware features, retailers can communicate when the message is most relevant - when the customer is near a mall or in a store. That connection creates powerful engagement."

The MyLoyalty App is available immediately, with retailers that have launched already including Marathon and Trek, with additional brands such as Toyota, Lexus, New York & Company, Catherines, Venus and West Elm launching soon.

Retailers can choose to launch and customize a stand-alone app or use the seamless plugin within their existing brand app. The apps will offer brands a quick-to-market and easy-to-use loyalty and payments solution that works on both Apple and Android devices.

"Our customers are busy women who are always on the go, the upcoming launch of our new industry-leading mobile app experience will be the perfect technology to support their active lifestyles," said Milton Pappas, chief digital officer at New York & Company. "We will be able to easily integrate Alliance Data's MyLoyalty App plugin into our New York & Company app, so that our customers can pay with their NY&C Rewards Credit Card and manage their account from the convenience of their mobile device."

The app also enables the collection and analysis of transaction (SKU-level) data, allowing brands to deliver a more personalised shopping experience. Alliance Data's own figures indicate that its retail cardmembers spend an average of 31% more per transaction when they use their digital card, versus their plastic card.

According to the recent Alliance Data Retail App Attitudes Survey, 70% of respondents indicated they are likely to use a retailer app as a form of mobile payment for their store credit card, and 85% indicated they are likely to download their favourite retailer's app if it offers features they believe to be important, such as special offers and coupons, rewards status redemption and points balances.