The Bon-Ton Relaunches “Your Rewards” Customer Loyalty Program

Brendan Hoffman, President & CEO of The Bon-Ton Stores, Inc. announced that the Company's "Your Rewards" loyalty program was revamped and will be reintroduced beginning February 15, 2013. The new program will allow customers to begin earning rewards as soon as he or she spends just $200 on their "Your Rewards" credit card at any of The Bon-Ton Stores seven nameplates, including Bon-Ton, Boston Store, Bergner's, Carson's, Elder-Beerman, Herberger's and Younkers or online. Anyone who currently has a Your Rewards credit card will be automatically enrolled.

"Our customers enjoyed the former program, but we felt that it needed to be improved so that customers had more flexibility to enjoy their rewards," Mr. Hoffman said. "The new Your Rewards program will deliver great value to our customers."

The new program rewards customers in a much more tangible, flexible way, giving them a $20 Rewards Card for every $200 spent. Each reward can be applied to a purchase of $50 or more, with certain exclusions, or they can be accumulated and stacked for greater savings as they are earned. Customers will be able to use multiple Rewards Cards with their purchases, thereby "stacking" their redemption which will start at $20 off $50 and increase as rewards are earned: $40 off $100, $60 off $150, $80 off $200 and up. For cosmetics or fragrance purchases, customers will receive $10 off a $50 purchase and they can stack the rewards to save even more.

There will also be opportunities to double the number of Rewards Cards earned in any given month. If a customer shops in store and online or in a featured department within the same calendar month they will receive two Reward Cards, after spending a total of $200. Rewards Cards will be automatically mailed to customers monthly and will be valid for 45 days from the estimated date they are delivered.

The Your Rewards customer loyalty program will continue to have an "Elite" level for our best customers. Cardholders may achieve Elite status by spending over $1000 annually. They will receive additional benefits such as complimentary online shipping offers and exclusive Elite discounts each month.

"We designed this program to engage our customers broadly and reward them for shopping in our store and online," stated Luis Fernandez, Executive Vice President & Chief Marketing Officer for The Bon-Ton Stores, Inc. "We are enthusiastic about the relaunch of our loyalty program and anticipate this engaging program will excite our customers and increase loyalty."

About The Bon-Ton Stores, Inc.

The Bon-Ton Stores, Inc., with corporate headquarters in York, Pennsylvania and Milwaukee, Wisconsin, operates 271 department stores, which includes 11 furniture galleries, in 24 states in the Northeast, Midwest and upper Great Plains under the Bon-Ton, Bergner's, Boston Store, Carson's, Elder-Beerman, Herberger's and Younkers nameplates. The stores offer a broad assortment of national and Private brand fashion apparel and accessories for women, men and children, as well as cosmetics and home furnishings. For further information, please visit the investor relations section of the Company's website at http://investors.bonton.com. Facebook.com/BonTon Twitter: @BonTon