Earlier this week, American Express updated its iPhone app with the My Offers feature.
Still in the pilot phase, My Offers provides local, targeted merchant offers to cardholders in New York and Los Angeles. The service is updated in real time, and recommendations are catered to each cardholder based on their spend graph (which pulls in details such as their transaction history and location). Several nationwide offers are also available through partners that include Baskin-Robbins and Dunkin’ Donuts. To access and track nearby deals, cardholders may reference their My Offers dashboard – and to redeem, simply use their credit card. According to American Express, the resulting savings are delivered as a statement credit.
This is not the first time that AmEx has attempted to reach its customers through smart phone technology; in addition to its utility-based mobile app, the company partnered with popular location-based mobile service Foursquare in 2011 to provide cardholders with discounts and local merchant offers that were accessible when the user checked in to specific venues (source).
Like Foursquare, businesses may also create, manage, and monitor social and mobile offers on My Offers to targeted US cardholders through AmEx’s free Go Social program. Because the program enables hyper targeting using cardholders’ spending habits and location (it even allows for loyalty-based offers for repeat customers), it is quite a stark contrast to other online coupon initiatives such as Groupon Now – which focuses on a more blanket strategy.
The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies.
Source: Radar DDB. Photo: American Express.