L.L.Bean Chooses Barclays to Launch New L.L.Bean Visa Card

Every time cardmembers make a purchase with their L.L.Bean Visa card, they earn coupon dollars good for L.L.Bean merchandise. Whenever cardmembers earn 10 coupon dollars, a $10 L.L.Bean coupon will be sent to them automatically via their account statement. The card has no annual fee and there are no limits on earned rewards. Cardmembers can earn coupon dollars faster when purchasing L.L.Bean merchandise or at the L.L.Bean Outdoor Discovery School. Cardmembers can also donate their L.L.Bean coupon dollars to support the National Park Foundation.

"Launching a new card offering represents an important opportunity to build the trust and loyalty of our customers," said Chris McCormick, President and CEO, L.L.Bean. "In Barclays, we found a partner that shares our commitment to quality, value and customer service. Barclays went the extra mile with us to create a program that suits the needs of our cardmembers and positively reflects our brand. Our current and future cardholders will appreciate the expanded card benefits, outstanding customer service and continuity of the L.L.Bean coupon program."

"L.L.Bean represents an iconic brand that stands out amongst its loyal customers, employees, partners and the communities in which it does business," said Lloyd M. Wirshba, Chief Executive Officer, Barclaycard US, the credit card business of Barclays PLC in the United States. "We believe that this new credit card product will add significant value for L.L.Bean customers and help foster an even further deepening of loyalty to this world-renowned retailer."

As part of the selection criteria, L.L.Bean sought a bank partner that was willing to make a commitment to the state of Maine to support the new program. Barclays concluded that Maine represented an extremely attractive option for its continued expansion of customer service operations. Barclays selected a site in Wilton, Maine for its newest care center in the U.S. which opened earlier this month to serve L.L.Bean cardmembers as well as those from other partner programs. The facility's employees were immersed in an intensive training program developed in conjunction with L.L.Bean and based on its award winning service program -- to ensure cardmembers receive the same familiar, high quality L.L.Bean customer experience.

Both L.L.Bean and Barclays are well known for providing superior customer service. In January 2008, L.L.Bean was ranked number one in customer service among all retailers in the National Retail Federation Foundation's third annual customer service survey. And in February, the company ranked second overall in BusinessWeek's 2008 Customer Service Champs annual ranking, which is based on J.D. Power & Associates survey data. In November 2007, a Forrester Research survey(1) named Barclays one of the best issuers in terms of useful customer service interactions and overall customer experience.

Barclays worked closely with L.L.Bean to better understand the needs and desires of its loyal customer base and customize a program that added more value. In addition to earning L.L.Bean coupon dollars, the new card program offers free shipping, return shipping, monogramming and a choice of three card designs, plus Visa Platinum or Signature benefits with no annual fee and no limits on earned rewards. Consumers can apply for the card online at http://www.llbeanrewards.com or through any L.L.Bean channel.

"We listened to L.L.Bean customers and learned that they really wanted free return shipping, in addition to the free monogramming and shipping that was already in place," said Shawn Gorman, Vice President of Card Services at L.L.Bean. "We made it an exclusive benefit for cardmembers and gave them the option of personalizing their card with three different L.L.Bean-inspired designs. Finally, the addition of extraordinary Visa Signature benefits -- such as access to exclusive events, enticing offers and complimentary concierge services -- truly increases the appeal of the L.L.Bean program."

"The consumer value behind the new L.L.Bean Visa program stands out within the retail card category," said Dennis Nealon, Senior Director-Partner Programs, Barclaycard US. "And it has to. L.L.Bean customers expect no less from L.L.Bean. Customers also have so many payment options today that the value must be compelling."