MyPoints.com Buys Offline Loyalty Player

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Internet direct marketer and loyalty player MyPoints.com Thursday ventured into the offline world with the acquisition of Alliance Development Group (ADG), which develops and manages loyalty programs for co-branded credit cards.

Financial terms of the transaction weren't disclosed. The purchase is another example, like that of America Online and Time Warner, of an Internet company with a high valuation buying an offline player.

MyPoints.com says the move is a way for it to expand beyond Internet loyalty programs into the larger universe.

"ADG is a recognized leader in the customer loyalty industry,'" says Steve Markowitz, chairman and chief executive officer of MyPoints.com.

"We share a common 'clicks and mortar' vision and have extremely complementary products and services. By leveraging the expertise and relationships of ADG, MyPoints.com looks forward to offering members and merchant partners innovative products that bridge the online and offline worlds."

ADG's programs let cardholders earn points with each dollar spent on their co-branded MasterCard or Visa credit card, which they can then redeem for travel, entertainment and merchandise rewards.

ADG's partners include The Kroger Co. and several divisions of Albertsons, which are among the nation's largest supermarket retailers. ADG's bank partners include US Bank and Bank of America.