Vesdia Bolsters Coalition Loyalty Programs

Vesdia Corp. has signed a number of high-profile retailers for its coalition loyalty programs and is readying a first-quarter push for its newest program, Fundraiser Rewards.

Vesdia's coalition programs add partners

Avis Rent a Car System, Hickory Farms, Marriott Corp., Mrs. Field's Cookies, Pottery Barn and Williams-Sonoma have signed up in recent months to deliver rebates through one or more of Vesdia's programs. Vesdia projects it will double its retailer roster to 1,000-plus by holiday 2005.

Vesdia's four branded programs—NestEggz, BabyMint, Stockback and Fundraiser Rewards—all deposit rebates into college savings or retirement accounts. (Consumers register, then shop at participating retailers to earn rebates.) Atlanta-based Vesdia also runs 11 rebate and loyalty programs for brands including Citibank.

Fundraiser Rewards gets its first marketing push since its August launch. Vesdia bought the program from National Scrip Center in first quarter 2004, and has piloted it quietly since August, says CMO Bill Koleszar. Atlanta-based Vesdia bought NestEggz, BabyMint and Stockback in three separate transactions over the last 18 months. The four programs have a combined 1.5 million to two million consumer members.

"We've been extremely pleased with the brand names that have come onboard in the months leading up to this holiday shopping season," said Vesdia President-CEO Peter Davis in a statement. "We've been especially pleased with the continued growth in the number of our multi-channel merchants—those that offer rebates both online and in-store, or via catalog."