Citigroup Inc. said it has agreed with rDialogue LLC to offer its clients consultancy services in order to bolster its retail rewards card programs.

Citi's Atlanta card services subsidiary, Citi Retail Partner Cards, announced the deal Monday.

"Most card companies, when they come to retailers or their clients, have their own programs," Leslie McNamara, the Citi unit's chief marketing officer, said in an interview.

"They will already have a points program," she said.

"It's a one-size-fits-all solution, or you have to work within the parameters of their program. We are not going to force-fit a platform or a point-space program that might not be the right approach," she said.

The move is a response, she said, to innovative approaches some are taking to rewards programs, such as offering special discounts on merchandise.

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