Alliance Data Signs New Multi-Year Agreement With RainSoft

          Alliance Data Signs New Multi-Year Agreement With RainSoft

Alliance Data to Launch New Marketing-Driven Private Label Credit Card Program
For Leading Brand of Water and Air Purification Systems

PR Newswire

DALLAS, Nov. 1, 2012

DALLAS, Nov. 1, 2012 /PRNewswire/ -- Alliance Data Systems Corporation (NYSE:
ADS), a leading provider of loyalty and marketing solutions derived from
transaction-rich data, today announced its Retail Services business has signed
a new multi-year agreement to provide a marketing-driven private label credit
card program for RainSoft, an international company focused on water and air
purification products ranging from small, portable systems for homes and
apartments, to larger treatment systems for businesses such as hotels,
hospitals and factories. All RainSoft-brand home and air purifier and water
conditioning products are sold, installed and serviced exclusively by more
than 150 authorized, independent dealers throughout the United States, and in
20 countries throughout Europe, Asia and the Middle East. Since 1953, RainSoft
has been the industry leader in premium residential water treatment solutions.
A division of Aquion, Inc., a manufacturer and marketer of premium water
treatment and water quality solutions, RainSoft is headquartered in Elk Grove
Village, Ill., just outside of Chicago. This agreement also reinforces
Alliance Data's strategic desire to move selectively into the growing $279
billion home improvement vertical, per the U.S. Census Bureau.


Through the RainSoft private label credit card program, Alliance Data will
provide cardholders with benefits such as extended pay plans with deferred
interest and attractive rates, as well as no annual fee, to help consumers
finance the installation of RainSoft water and/or air purification systems,
which effectively remove potentially harmful contaminants and minerals from
tap water and household air. Cardholders may also use the RainSoft credit card
to pay for continuing maintenance costs and products, such as new filters. In
addition, Alliance Data will provide RainSoft cardholders with full account
service, including online account management, award-winning customer care, and
marketing communications designed to support repeat purchases and engender
customer loyalty.

"RainSoft enjoys a strong heritage of providing products that help consumers
protect the investment in their homes, and can actually increase the value of
their homes over the long term," said Andrew Palframan, senior vice president
and general manager of RainSoft. "We're pleased to partner with Alliance Data
to help more homeowners be able to improve their water and air quality, and
even the quality of their lives, through our products. With Alliance Data's
deep expertise in credit and targeted marketing, as well as their commitment
to customer care, we're excited to move forward with this new partnership."

"RainSoft is a pioneer in the water treatment industry, and as more consumers
look for ways to make smart investments in their homes in the current economic
environment, the growing 'do it for me' home improvement category in which
RainSoft operates is certain to benefit," said Melisa Miller, president of
Alliance Data Retail Services. "By offering flexible financing options and
relevant communications that educate consumers about the product and its
benefits, we are confident we can help RainSoft support its dealers and
deliver more value to RainSoft customers."

Know More. Sell More.® is Alliance Data's commitment to help its clients
better understand their customers to drive sales. Leveraging deep-rooted
retail expertise, card usage data, advanced analytics and market research,
Alliance Data Retail Services creates turnkey, multichannel credit programs
designed to increase sales, brand affinity, and customer engagement and
loyalty for its clients. Alliance Data Retail Services clients include many of
North America's best-known retail brands.

About RainSoft
Headquartered in Elk Grove Village, Illinois, RainSoft, a division of Aquion,
Inc., is an international company with over 150 authorized and independently
owned dealerships in the U.S. and 20 other countries. The company is dedicated
to producing the world's finest water treatment systems, all of them
manufactured in the U.S.A. and backed with the industry's strongest lifetime
warranties. For more information, visit or call
1-800-RAINSOFT. For more information on becoming a RainSoft dealer, visit the
company's dealer website at or call 1-866-4RAINSOFT

About Alliance Data
Alliance Data® and its combined businesses is North America's largest and most
comprehensive provider of transaction-based, data-driven marketing and loyalty
solutions serving large, consumer-based industries. The Company creates and
deploys customized solutions, enhancing the critical customer marketing
experience; the result is measurably changing consumer behavior while driving
business growth and profitability for some of today's most recognizable
brands. Alliance Data helps its clients create and increase customer loyalty
through solutions that engage millions of customers each day across multiple
touch points using traditional, digital, mobile and other emerging
technologies. Headquartered in Dallas, Alliance Data employs nearly 9,000
associates at more than 50 locations worldwide.

Alliance Data consists of three businesses: Alliance Data Retail Services, a
leading provider of marketing-driven credit solutions; Epsilon®, a leading
provider of multi-channel, data-driven technologies and marketing services;
and LoyaltyOne®, which owns and operates the AIR MILES® Reward Program,
Canada's premier coalition loyalty program. For more information about the
company, visit our web site,, or you can follow us on
Twitter at

Alliance Data's Safe Harbor Statement/Forward Looking Statements

This release may contain forward-looking statements within the meaning of
Section 27A of the Securities Act of 1933, as amended, and Section 21E of the
Securities Exchange Act of 1934, as amended. Such statements may use words
such as "anticipate," "believe," "estimate," "expect," "intend," "predict,"
"project" and similar expressions as they relate to us or our management. When
we make forward-looking statements, we are basing them on our management's
beliefs and assumptions, using information currently available to us. Although
we believe that the expectations reflected in the forward-looking statements
are reasonable, these forward-looking statements are subject to risks,
uncertainties and assumptions, including those discussed in our filings with
the Securities and Exchange Commission.

If one or more of these or other risks or uncertainties materialize, or if our
underlying assumptions prove to be incorrect, actual results may vary
materially from what we projected. Any forward-looking statements contained in
this presentation reflect our current views with respect to future events and
are subject to these and other risks, uncertainties and assumptions relating
to our operations, results of operations, growth strategy and liquidity. We
have no intention, and disclaim any obligation, to update or revise any
forward-looking statements, whether as a result of new information, future
results or otherwise, except as required by law.

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of
1995: Statements in this presentation regarding Alliance Data Systems
Corporation's business which are not historical facts are "forward-looking
statements" that involve risks and uncertainties. For a discussion of such
risks and uncertainties, which could cause actual results to differ from those
contained in the forward-looking statements, see "Risk Factors" in the
Company's Annual Report on Form 10-K for the most recently ended fiscal year.
Risk factors may be updated in Item 1A in each of the Company's Quarterly
Reports on Form 10-Q for each quarterly period subsequent to the Company's
most recent Form 10-K.

SOURCE Alliance Data Systems Corporation

Contact: Analysts/Investors, Julie Prozeller, FTI Consulting, +1-212-850-5721,, Media, Shelley Whiddon, +1-214-494-3811,; or Bob Wolff of RainSoft, +1-224-532-1808,
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