American Express reveal why personalised messaging is key to ensuring high levels of customer retention.

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This is an advertorial provided by Amercian Express.

In a digital age, retailers have a vast amount of information at their fingertips to support the delivery of a broad suite of personalised advertising, helping consumers to get what they want, when they want.

However, despite these possibilities, the brand-consumer relationship can be harmed by inefficient personalisation.

A recent purchaser of a theatre ticket doesn’t want to be bombarded with adverts for the same show, and a vociferous cat video streamer may not be interested in the musical Cats.

This inaccurate targeting can actually drive away previously loyal consumers.

Context is key

Dan Edelman, vice-president and head of merchant marketing and insights for Europe at American Express, says that the tailoring of messaging is key to ensuring customer retention:

“Increasingly, brands and retailers must offer a more tailored, targeted solution in order to deepen relationships with consumers they seek to bring closer.”

“Amex Offers provides a time and resource effective solution in effectively targeting offers”

Effectively using customer spend data to focus on the things that consumers actually purchase and then offering ways in which they could save money on those purchases can give retailers the upper hand in the race for truly personalised advertising.

A way of doing this is through card-linked offers, an established approach popular with consumers.

Over half of 18- to 34-year-olds prefer card-linked offers, with 42% of total consumers sharing the same view.

American Express’ card-linked offersmeans that offers are directly applied to qualifying purchases through an American Express Card, without the need for printing codes.

Dining, entertainment, shopping and travel offers are all featured on the Amex Offers online portal, where Cardmembers simply save an offer using their online Account or the mobile app. It is then automatically activated when they make the relevant purchase.

At this point the customer receives a message from American Express saying that they have activated the offer and saved money, with the credit then returned to them on their next Card statement.

This robust method of leveraging customer spending patterns ensures that American Express customers receive card-linked offers targeted on the things they actually buy.

The service allows retailers to reach the right consumers at the right time with the right offers, enhancing the brand-consumer relationship on a level which may be unreachable by loosely targeted adverts.

Adoption continues apace

Research from the CardLinx Association found that the volume of card-linked offers is growing at a rapid pace. In a 2016 survey, over 50% of businesses reported at least 50% growth in card-linked transactions in the past 12 months.

Amex Offers provides a time and resource effective solution in effectively targeting offers. A key aspect of the scheme is its simplicity: “The Amex Offers scheme provides a simple solution to our merchant participants, with no codes, printed vouchers, system changes or staff training,” says Edelman.

A dedicated Amex Offers team helps retailers to set up their partnership and provides them with ongoing support in order for both the consumer and the retailer to derive the highest possible benefit from the agreement.

  • For more information on Amex Offers please visit Createamexoffers.co.uk

Promoter: American Express Services Europe Limited has its registered office at Belgrave House, 76 Buckingham Palace Road, London, SW1W 9AX, United Kingdom. It is registered in England and Wales with Company Number 1833139 and authorised and regulated by the Financial Conduct Authority.

1: Brin, D. W. (2015, November 1). Card-linked offers: Shopping deals you’re not aware of. Retrieved from nasdaq.com. 2: 2016 Annual Card-Linking Industry Survey. (2016). Retrieved from https://fidel.uk

Advertorial

This is an advertorial provided by Amercian Express.