Lillian Vernon Launches Mastercard

Cataloger Lillian Vernon has launched its first-ever branded credit card.

The Lillian Vernon MasterCard will be issued by Metris subsidiary Direct Merchants Credit Card Bank.

David Hochberg, spokesperson for the catalog, said a direct mail campaign promoting the card to Lillian Vernon customers dropped in early October. A brochure detailing the program is being distributed in the company’s 16 outlet stores and is also being used as an insert in catalog orders. In early 2003, the company will begin promoting the card in catalogs.

There will be no annual fee for the credit card, which will give cardholders membership into a new loyalty program, “Lillian’s Rewards.” Three percent in rewards will be earned on purchases from the catalog, and 1% on all other purchases; for every $10 in rewards earned, cardmembers will receive a certificate with their monthly statement, good towards merchandise from the Lillian Vernon catalog, Lillian Vernon.com and RueDeFrance.com, and the outlet stores. The card will come in three designs, including one that can be personalized with a monogram.

Hochberg said LillianVernon.com will feature a link to a dedicated Web site for the card (www.lillianvernoncard.com) that will allow users to review account statements, make payments and contact customer service online.

Launching the card seemed like a “win-win” situation for the catalog, said Hochberg. “It was a good way to reward customers and add revenue.”