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Lessons in Loyalty: A Look Inside the American Express Rewards Program |
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This TowerGroup Research Note looks at how American Express uses its payment card rewards and loyalty program as a market differentiator. The stand-alone, closed-loop card network program runs three segmented tiers across its member base in 98 countries.
It offers points that never expire, with rewards ranging from the usual air, dining, and discount segments to Porsche Boxters, Piaget watches, and private jets. The company's reward tiers create dream possibilities for high-end card members and aspiration rewards to entice affluent spenders. The program builds value for mainstream customers and is proven to increase spend, lower attrition rates, and improve credit quality. Full Report - https://www.towergroup.com/research/login/login.jsp?destPage=%2Fresearch%2Fcontent%2Freport.jsp%3FreportId%3D7174 |
