In an ongoing push to build its credit card operations through strategic cobranded card deals, Barclaycard US on Sept. 8 unveiled the Williams-Sonoma Signature Visa card, which the upscale kitchen-supply chain is promoting at its stores nationwide and on its website.
The card, which carries no annual fee, offers cardholders 2,500 points for their first purchase, redeemable for a $25 Williams-Sonoma gift card. Cardholders may use the gift cards to buy merchandise at the company’s branded stores and at its other furniture and home-decor outlets that include Pottery Barn and West Elm, Williams-Sonoma says.
Cardholders who use the Williams-Sonoma card will earn three points per $1 spent at Williams-Sonoma stores and one point per $1 on purchases elsewhere. Cardholders may redeem points in $25 increments via gift cards or apply them toward their credit card account balances, according to promotional materials.
In a twist on social networking, customers who link their card to their bridal gift registry through Williams-Sonoma will receive three points per $1 others spend on wedding gifts for the cardholder.
The partnership between the U.S. payments division of United Kingdom-based Barclays PLC and Williams-Sonoma has advantages for both sides, Brian Riley, senior research director at TowerGroup, tells PaymentsSource. “Barclays in the U.S. lacks a bank-branch network, so its acquisition strategy seems to be teaming up with partners who will provide a solid stream of cardholders and stores that can serve as marketing channels,” he says.
The wedding registry bonus for cardholders also is a relatively novel idea that might help generate more interest in Williams-Sonoma’s various offerings, Riley suggests.
“Getting cardholders to register for wedding gifts to obtain extra points is an interesting angle because it creates a sort of social-networking effect,” Riley says. “The cardholder tells friends online about their Williams-Sonoma registry and their cobranded Visa card, creating a path for Williams-Sonoma to potentially cross-market back to the database of people who purchased wedding gifts.”
Other cardholder benefits include a 10% off coupon good toward any Williams-Sonoma purchase, issued each time a cardholder spends $2,500 (up to four coupons during any billing cycle); free shipping for online orders during the first 12 months the account is open; and invitations to culinary events held exclusively for cardholders.
Barclaycard in recent months has ramped up its rewards credit cards, including announcing a program accelerating the points its cardholders may earn through various retailers (
Over the past few years, the issuer has continued to pursue new cobranded credit card deals while certain other issuers have backed away from the category.
Barclaycard within the past two years has signed agreements with a diverse array of merchants for cobranded card programs, including Best Western International and the National Football League (
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