Increased program promotional activity, growing collector-sponsor engagement in AIR MILES® Reward Program

Alliance Data Systems Corporation (NYSE: ADS), a leading provider of loyalty and marketing solutions, today announced that its LoyaltyOne business has partnered with Bank of Montreal (TSX: BMO) to introduce an accelerated earn rate offer on BMO’s most popular Mastercard.

The new benefit gives BMO® AIR MILES® Mastercard® with no annual fee cardholders twice the Miles for every CA$20 spent at participating AIR MILES sponsors across Canada. Sponsors include Sobeys, IGA, Safeway, Shell, Rexall, Jean Coutu, Metro, Lawtons and many more.

The new card benefit was introduced during a sustained period of increased program and sponsor-specific promotional activity, including AIR MILES national MEGA MILES® promotion, which featured 66 sponsors with more than 130 special offers for collectors to earn more Miles.

Recent promotional activities include Sobey’s BLUE FRIDAY Bonus Miles offers on pre-determined products; limited-time accelerated earn rate offers at leading retailers such as Shell and Lowe’s; The Children’s Place launch and continuing rollout of item-level product bonuses in stores; and Shell Canada’s official launch of AIR MILES Cash at both the pump and in-store at more than 1,200 locations.

Sponsor visits per collector and active collector-sponsor engagement have also shown improvement. Additionally, in line with positive trends are growth in first-time collector earners and reactivated cards. AIR MILES has also seen an increase in redemptions, with more collectors being rewarded every day. Of note, both the number of redeemers and first-time redeemers is on the rise.

“The AIR MILES Reward Program is clearly focused on delivering sustained growth, further engaging our sponsors and collectors as well as building future capabilities to remain exciting and competitive,” said Bryan Pearson, president and chief executive officer at LoyaltyOne, operator of the AIR MILES Reward Program. “A strong, healthy and vibrant brand coupled with increased promotions and diversified rewards options continues to reinforce the AIR MILES value proposition to our nearly 11 million active collectors across the country.”

Forward-Looking Statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Forward-looking statements give our expectations or forecasts of future events and can generally be identified by the use of words such as “believe,” “expect,” “anticipate,” “estimate,” “intend,” “project,” “plan,” “likely,” “may,” “should” or other words or phrases of similar import. Similarly, statements that describe our business strategy, outlook, objectives, plans, intentions or goals also are forward-looking statements.

We believe that our expectations are based on reasonable assumptions. Forward-looking statements, however, are subject to a number of risks and uncertainties that could cause actual results to differ materially from the projections, anticipated results or other expectations expressed in this release, and no assurances can be given that our expectations will prove to have been correct. These risks and uncertainties include, but are not limited to, factors set forth in the Risk Factors section in our Annual Report on Form 10-K for the most recently ended fiscal year, which may be updated in Item 1A of, or elsewhere in, our Quarterly Reports on Form 10-Q filed for periods subsequent to such Form 10-K.

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