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American Express Launches New Virtual Couponing app on Facebook

  • American Express has just entered a partnership with Facebook to propose a virtual couponing app called “Link, Like, Love”.
  • American Express cardholders will be able to link their card with their Facebook account and receive customised promotional offers based on their “social graph” (personal data, social connections, likes). Depending on the deal, a cash back percentage will be credited back on their account on the day of the purchase. Virtual coupons are then included in the payment card.
  • American Express has also launched “Go Social”, designed for small merchants and enabling them to propose group purchasing deals without intermediary (such as Groupon).
  • This innovative service makes the use of promotional campaigns easier both for customers and merchants. It also allows this player to widen its e-commerce acceptance network.
  • American Express’s diversification strategy is also highlighted as it seeks to propose new customer relation and CRM added value services to its merchant network (see Go Social) and wishes to attract new members. In order to achieve this goal, it massively invests in digital channels as new distribution relays (see partnership with Foursquare and end 2011 JV with Vente-Privée.com). This launch should for instance make it possible to feed the customer data consulting and analysis entity (Business Insights) first started in the US and now proposed in Europe.