Exclusive Interview With CIO & CMO of Synchrony Financial: Raising the Bar in Private Label

Synchrony Financial is one of the top consumer financial services companies in the US, becoming a standalone entity as it separates from GE. It is the largest provider of private-label credit cards in the US based on purchase volume and receivables. Yesterday was a momentous day for the company as its executive leadership team rang the bell at the NYSE with its stock offering being the third-largest in history (behind Alibaba and AIG). The company sets itself apart by its ability to drive engagement, delivering deep differentiation, integration and omnichannel capabilities. Synchrony’s programs do more than fund the flow of goods and services between business customers and their consumers such as store credit cards to loyalty programs, analytics to marketing, the company brings its expertise to build relationships that last.

Synchrony Financial had a huge presence at the Money20/20 conference in Las Vegas where the President and CEO of the company Margaret Keane moderated one of the panel discussions called The Retail Engagement Journey: Mobile, Local & Personalized. It focused on the way the best-in-class retailers were leveraging digital technology to maximize customer engagement and what tools and strategies are most valuable to them.

President and CEO, Margaret Keane (left), moderates panel discussion at Money 20/20

The LTP team had the pleasure of meeting CIO Carol Juel and CMO Toni White.

To start with, Carol shared with the LTP team the way she sees the private label card as a market:

Private label cards are a key part of a retailer’s strategy. At Synchrony we own the closed loop network that cards are processed on. And because you are in that network, there is a significant amount of data that can travel in that network. We describe our business as B2B2C. We have integrated teams that are co-located with our retail partners, and we are fully integrate with technology, marketing—we work to understan ...

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