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American Express pilots mobile offers service to deliver relevant, personalized deals

May 16, 2012

American Express has rolled out a new mobile offers service that recommends and ranks relevant merchant deals based on a cardmember’s spending history and location.

Currently, the new service is being piloted via the new My Offers feature on the American Express iPhone app. During the pilot, consumers mostly in Los Angeles and New York will receive offers from merchants such as Baskin-Robbins and Dunkin’ Donuts.

“We are committed to bringing cardmembers and merchants closer together across social and mobile channels where they are already engaged,” said Luke Gebb, vice president of global network marketing at American Express, New York.

“Our mobile offer engine was created to cut through the clutter of a crowded deal marketplace, to deliver highly relevant, personalized offers to cardmembers,” he said.

American Express is a global services company, providing customers with access to products, insights and experiences.

How it works
American Express cardmembers can download the iPhone application to their device or update it.

From there, consumers can click to see offers that are available near them.

The list of offers will be ranked based on relevance – such as a cardmember’s spending history and current location.

In addition to relevance, consumers can also browse offers by expiration date.

Via the new mobile service, cardmembers can browse the My Offers dashboard to see what deals they can add to their card, how much they have saved and when the offers expire.

To redeem an offer, cardmembers can add an eligible American Express Card and then use their card to make the qualifying purchase.

Savings are automatically delivered via a statement credit within three to five days.

“We’re launching with our iPhone app, and cardmembers can take advantage of My Offers by downloading or updating the American Express iPhone app,” Mr. Gebb said. “After cardmembers download or update the American Express iPhone app, and log-in, they can click to see ‘Offers Available for You.’

“The list of offers will be ranked based on relevance – taking into account the cardmember’s spending history, their spend graph, and their current location,” he said.

Going social
To help ramp up its mobile offers service, American Express has also enhanced its Go Social offer entry tool for merchants.

Go Social lets small merchants create social and mobile offers, as well as reach cardmember segments and receive detailed reporting on their offers.

“Millions of Amex cardmembers are using our iPhone app,” Mr. Gebb said. “At American Express, we are focused on going where our cardmembers are engaged, and technology is at the center of fulfilling our cardmember, merchant and partner commitments.

“We want to connect and facilitate both experiences and commerce that are relevant, convenient and valuable for our cardmembers and merchants, and My Offers allows us to do just that,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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