Loyalty = marketing and marketing = loyalty. If there are variations within the loyalty program, there's customer lifetime value benefit to tying them to each other.
"On the marketing side [we're] continuing to wrap up all of our loyalty efforts... pulling together the credit offers [will] lead to higher engagement and higher sales"
"Our expanded [non-tender] loyalty program demonstrates our efforts to rebalance our marketing resources towards a greater focus on personalization... we look at it as one program. It's our Fashion Rewards program and there's two ways for customers to participate in it."