Amex launches mobile offer engine
Cardholders get “spend graph”
American Express is piloting a mobile offer engine that recommends and ranks relevant merchant offers in real time.
The offering for the card company’s US customers is based on the cardholder’s “spend graph” that is based on their spending history and location.
The system is being piloted via the new “My Offers” feature on the American Express iPhone app that cardholders already use to manage their card accounts.
During the pilot, most local offers be will be concentrated in Los Angeles and New York City but there will also be offers available across the US at merchants including Baskin-Robbins and Dunkin’ Donuts.
Cardholders who have downloaded or updated the Amex iPhone app can click to see “Offers Available for You” which ranks offers based on relevance taking into account the person’s spending history and current location.
Users can also sort and discover offers based on location or expiration date. The app has a dashboard displaying what offers customers have added to their card, how much they have saved, and what offers have expired.
To redeem an offer, the cardholder adds it to an eligible Amex card and then uses the card to make the qualifying purchase. Savings are automatically delivered via a statement credit generally within three to five days.
To help fuel the mobile offer engine, Amex says it has enhanced its Go Social offer entry tool for merchants that was launched in 2011. The tool now enables small merchants to create social and mobile offers, reach cardholder segments and receive detailed reporting on their offers.