August 4, 2008, 12:00 AM

Webloyalty.com buys affinity marketing technology firm

The creator of customer savings and rewards programs will offer its e-retailer clients the affinity marketing, behaviorally targeted search and other services of Loyalty Ventures.

Webloyalty.com Inc., a creator of customer savings and rewards programs, has acquired Loyalty Ventures, a technology company that offers affinity marketing, behaviorally targeted search marketing, content delivery and market research services. Webloyalty.com has not disclosed the purchase price.

The acquisition enables Webloyalty.com to provide online businesses with greater access to a marketing platform that drives traffic to their sites with special offers or cash-back incentives, the company says.

Incentive Networks, a customizable loyalty marketing platform created by Loyalty Ventures, operates private-label, merchant-funded loyalty programs that enable affinity and membership organizations to reward members with frequent flyer miles, cash-back coupons and other incentive awards.

“One reason Webloyalty acquired Loyalty Ventures is the compelling technology behind the Incentive Networks platform,” says Rick Fernandes, CEO and co-founder of Webloyalty.com. “Our clients are all e-commerce companies looking to drive more traffic to their sites. Incentive Networks will help them increase sales and grow their loyal customer base.”

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