Forever 21

Los Angeles retailer Forever 21 has partnered with a company to provide in-store credit in a bid to cozy up to its customers and boost sales.

The move comes as more and more retailers seek ways of collecting data on shoppers to better understand who is shopping their stores and how they’re shopping.

The card services arms of Dallas-based Alliance Data Systems Corp. disclosed its partnership with Forever 21 today, calling it a long-term agreement that will include both private label and cobranded credit services for the fast-fashion retailer. Alliance operates across a number of industries but specializes in work with specialty and big box retailers.

“As we continue the rapid pace of our growth, we’re confident this new credit and loyalty program will be a key driver of incremental and top-line sales, as well as further strengthening the relationship with our customers,” said Forever 21 president Alex Ok.

The credit program is aimed at building customer loyalty as Alliance helps the retailer learn more about its cardholders. In turn, personalized marketing programs will be created based on how and where those customers shop and an announcement from Alliance said the program could also help to expand the retailer’s business in mobile and digital. Forever 21 last month rolled out its first Tumblr account and earlier in the year launched an Instagram account as part of those efforts to continue growing its digital footprint. The Tumblr platform fuses the retailer’s brand with music to provide followers with exclusive interviews, playlists and giveaways.

Forever 21 currently has more than 760 stores in the U.S. and globally.

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