“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

Copyright Business Wire 2010

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