Barclaycard is ditching its internet shopping brand, IndigoSquare, and rebranding ShopSmart, the shopping portal it bought in May.
IndigoSquare will disappear and a new brand, "ShopSmart from Barclaycard", will receive the remains of its £10m ad budget. Barclaycard has already spent millions on marketing the brand over the past three years.
Mark Shea, the chief executive of Shopsmart, said the ShopSmart name was being retained because it attracts 500,000 visitors a month and enjoys a 60% brand awareness.
"The team at ShopSmart has spent the last 10 weeks analysing the effectiveness of the marketing activity of both sites to ensure immediate cost effective customer acquisition and retention," he said.
"Apart from taking advantage of marketing agreements within the Barclays group, we will also fully exploit our partnership with AOL and Walmart-Asda."
Barclaycard bought ShopSmart in May for £1m. At the time it planned to keep IndigoSquare and merge ShopSmart's assets into the brand.