From ePayment News.2Blog4.comToday, American Express launched a first-of-its-kind application on Facebook® — “Link,
Like, Love” — that delivers cardmember deals, access and experiences based on the likes, interests and social connections of cardmembers and their Facebook friends. Starting today, on the American Express Facebook page, cardmembers can link their cards to the program and choose their favorite deals; American Express will send statement credits to cardmembers’ accounts as they shop online or in stores, without the need to pre-purchase anything, print out or show a coupon at the point of sale. In the coming months, American Express will also deliver Membership Rewards® points offers, entertainment access, exclusive content and special events through the application, all based on a cardmember’s Facebook social graph.
The platform is built upon American Express’ Smart Offer APIs, which
enable coupon-less offers that remove any hassle at the point of sale
for the consumer and free merchants from having to train their staff.
The technology also enables American Express to provide detailed
reporting on deal redemption and customer loyalty to help merchants
design their digital marketing programs. To bring additional value to
merchants, American Express also unveiled a first-of-its-kind marketing
tool, “Go Social,” (americanexpress.com/gosocial)
for its small business merchants to create and distribute coupon-less
cardmember offers into digital channels such as Facebook and other
platforms.
The new “Go Social” tool will help merchants to build their
business and evaluate their social offer campaigns with detailed reports
that they can access through their own secure dashboards.
“As we continue to transform our business in the digital space, we’re
focused on three key areas: value, relevance and user experience, for
both cardmembers and merchants. Because of our unique business model –
our closed loop – we’re able to deliver on all three in a way that is
unprecedented,” said Ed Gilligan, Vice Chairman, American Express.
“We’re thrilled to bring together the power of the Facebook platform and
our core business assets in a way that is personalized, meaningful, and
will result in significant value for both merchants and cardmembers.”
“American Express has created innovative programs on Facebook that
continue to put people at the center of their business,” said David
Fischer, vice president of advertising and global operations, Facebook.
“Their latest consumer and merchant initiative takes advantage of the
power of the social graph to create value for people and drive
meaningful business results.”
Link, Like, Love: How it Works
When cardmembers use the “Link,Like, Love” application on the American Express Facebook page, they
will be connected to a personalized dashboard through which American
Express will deliver deals, content and experiences based on their
Facebook likes and interests, as well as the likes and interests of
their friends. Cardmembers can choose the deals they want and then use
their card as they usually do. American Express will send statement
credits to their card accounts – no coupons, no print-outs.
For example, if a cardmember “likes” Whole Foods Market on Facebook or
has “checked in” on Facebook Places, she may see a Whole Foods Market
deal in her dashboard. If her friend has the Fox television show “Glee”
as one of her interests on Facebook, she may see an exclusive experience
for Glee the 3D Concert Movie on her dashboard. Cardmembers can share
deals with friends, choose the deals they want and then use their card
as they usually do to claim the offer.
The national merchants and partners that created special launch deals in
addition to the offers and experiences already available in the American
Express Network include: 20th Century Fox, Dunkin’ Donuts, Whole Foods
Market, Lord & Taylor, Outback Steakhouse, Fleming’s Prime Steakhouse &
Wine Bar, Virgin America, Bonefish Grill, H&M, Roy’s Hawaiian Fusion
Cuisine, Westin Hotels & Resorts, Carrabba’s Italian Grill, Sheraton
Hotels & Resorts, Celebrity Cruises, Lenovo, Sports Authority,
1-800-FLOWERS, and Travelocity.
“Go Social” Tool for Small Business Merchants
The new “Go Social” offer tool is a virtual one-stop shop that allows American Express merchants to:
- Easily establish official merchant locations on social networks in just a few clicks;
- Create and manage coupon-less offers that can be redeemed without the need to train staff;
- Track offer campaign results across multiple social networks and locations.
About American Express
American Express is a global services company, providing customers with
access to products, insights and experiences that enrich lives and build
business success. Learn more at americanexpress.com and
connect with us on facebook.com/americanexpress,
twitter.com/americanexpress
and youtube.com/americanexpress.
Editors Note: American Express will be hosting a live stream of
this announcement, along with a demonstration of these new capabilities,
on Tuesday, July 19, 2011 at 11AM EDT at livestream.com/americanexpress.
The announcement will also be streamed live on
facebook.com/americanexpress.
