With the L.L. Bean Outdoor Advantage Program Visa card, each purchase earns the customer points toward Bean merchandise and services, including Outdoor Discovery Schools that teach fly-fishing and other outdoor skills.
Also, Bean is waiving its $4.50 Federal Express delivery fee with each purchase made from its catalog using the card.
"People told us they like no-annual-fee cards and they're sick of dealing with shipping charges," said Catharine Harnett, public affairs manager for the 84-year-old marketer, which sells 90% of its merchandise direct through catalogs. L.L. Bean has one store in its hometown of Freeport, Me., and seven factory outlets.
L.L. Bean has long accepted all major credit cards; so do its rivals Lands' End and Eddie Bauer. Although Eddie Bauer also accepts a private store card issued by parent Spiegel, neither it nor Lands' End plans to issue an affinity Visa or MasterCard.