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Why offers make clear business sense

American Express

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February 24, 2016 | 4 min read

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In today’s business and marketing landscape, companies are under more pressure than ever before to be imaginative in how they reach customers and drive revenue. They must demonstrate that their choice of marketing tactics is not just a ‘nice-to-have’, but instead adds real value and delivers return on investment.

Offers and promotions programmes provide an opportunity for companies to grow a group of desirable customers who trust and value the brand, whilst increasing spend at the same time. However, in a highly saturated landscape full of competing offers, each aiming to attract customers, the way in which the offer is delivered and to whom, makes all the difference when ensuring success.

Access to engaged customers

With life demanding that everything is as quick and simple as possible, when it comes to offers today an approach that is readily accessible and digitally savvy is needed.

American Express’ Offers programme is designed to provide businesses with a channel exactly like this. It makes life easy for American Express Cardmembers through a simple digital offers process – Cardmembers receive targeted emails containing offers which are relevantly ranked according to their spend history; they can then select the offers of interest and save them on their online account. And when they use their Card to pay they see the savings through an automatic statement credit. Our unique ‘closed loop’ model, which means we have a direct relationship with both the Cardmember and the merchant, enables us to not only carefully target Cardmembers with offers based on their preferences, but also tailor the offer according to the specific goals of participating brands.

Driving return on investment

Over a six month period last year, businesses participating in Amex Offers experienced an average of £11 Cardmember spend per £1 spent on the price reduction made available through through the Amex Offer. In addition, since the launch of Amex Offers last year, some participating businesses have seen customer enrolments and the number redeeming Amex Offers increase by more than 200 per cent*. Speaking of the programme, online retailer My1styears.com, a participating partner business, praised the mechanic of the platform in delivering beneficial outcomes; “Amex Offers gives us a large platform to reach out to likeminded consumers, while requiring a fraction of the administrative time and cost. A month into our first offer, it’s already generating very positive results.”

By streamlining the offers process and thinking beyond the norm of sourcing and redeeming vouchers, the Amex Offers platform makes life easier for its users and has the potential to deliver tangible financial results for American Express’ partner businesses.

For more information on Amex Offers please visit: www.createamexoffers.co.uk

Dan Edelman, VP Marketing, American Express

Email: ukmarketing@aexp.com

Web: www.createamexoffers.co.uk

Twitter: @AmexUK

*Data compiled from American Express AmexOffers data between June and September 2015

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American Express

The American Express Company, also known as Amex, is an American multinational financial services corporation headquartered in Three World Financial Center in New...

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