The “My Offers” tab on the American Express iPhone application now will recommend merchant offers in real-time based on the cardholder’s spending history and current location.
“In an increasingly crowded marketplace, where consumers are bombarded with daily deals, we saw an opportunity to help our Cardmembers save time as well as money by curating meaningful offers for them,” said Josh Silverman, president of the U.S. Consumer Services Group at American Express. “At the same time, we can help our merchant partners build their business by helping them reach the right Cardmembers with the right offers at the right time. We developed our mobile offer engine with three key points of differentiation in mind: relevance, convenience and value.”
Rewards points and merchant discounts are common tools for increasing cardholder spending, but not all reward programs are appealing to all cardholders. The ability to offer merchant discounts that can be directed at a particular cardholder should enable American Express to deliver more value to their cardholders and increase cardholder spending.
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