Alliance Data’s card services business has launched IntelApply, a new credit card prequalification capability for retail private label credit cards.

IntelApply is useful for major consumer purchases like jewellery, furniture and bridal wear, which will give shoppers the confidence to apply for store credit.

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Brands can launch IntelApply in-store through sales associate tablets and also integrate the service into point-of-sale systems and e-commerce sites.

The new capability provides a facility to show if a customer prequalifies for credit and also their expected credit limit before applying, which accelerates the buying decision.

It also allows brands to increase buying capacity by up to 20% more customers by reaching more credit applicants, including those who have previously opted out of credit pre-screens.

Alliance Data has teamed up with Signet Jewelers, a specialty jewellery retailer in the US, to launch IntelApply.

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Alliance Data’s card services business product and capabilities vice president Sheryl McKenzie said: “Major consumer purchases typically have a longer shopping path to purchase. When customers are confident in their financing options, they accelerate their buying decision.

“IntelApply is simple and helps brands give their customers a seamless way to pursue a store-branded credit solution as they shop for the things they love most. IntelApply demonstrates Alliance Data’s commitment to providing the capabilities our brand partners need to reach their customers with the right solutions in the moments that matter.”