MyPoints.com, the San Francisco-based loyalty marketing systems provider and database marketing services provider Experian have signed a binding letter of intent to form MyPoints Europe.
The joint venture will develop, implement and operate loyalty infrastructure services, including Internet database and direct marketing services, for corporate clients in Europe.
Great Universal Stores PLC, of which Experian is a unit, will be investing up to $13 million in the new venture. MyPoints.com will provide the entity with its technology platform, the Digital Loyalty Engine, which currently powers the Internet rewards programs.
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