American Express has launched a mobile offer engine that recommends and ranks relevant merchant offers in real time for U.S. Cardmembers based on their spending history and location -- a Cardmember's "spend graph." Dunkin' Donuts and Baskin-Robbins are among the national merchants testing the new "My Offers" feature.
The "My Offers" feature is part of the American Express iPhone App, where millions of Cardmembers currently manage their accounts. During the pilot, recommended local offers be will concentrated in Los Angeles and New York City with an overlay of offers available nationwide at participating merchants.
"In an increasingly crowded marketplace, where consumers are bombarded with daily deals, we saw an opportunity to help our Cardmembers save time as well as money by curating meaningful offers for them," said Josh Silverman, president of the U.S. Consumer Services Group at American Express. "At the same time, we can help our merchant partners build their business by helping them reach the right Cardmembers with the right offers at the right time."
Silverman added that the mobile offer engine was developed with three points of differentiation in mind: Relevance, convenience, and value.
My Offers is the next iteration of American Express' exclusive Smart Offer technology, which powers the company's card sync programs with Facebook, Twitter and foursquare, and leverages the company's closed loop network to connect Cardmembers and merchants in order to deliver value to both.
Accessing customized offers on the go
After Cardmembers download or update the American Express iPhone app, 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 and current location. Cardmembers also can sort and discover offers based on location or expiration date.
My Offers features a dashboard where Cardmembers can see what offers they have added to their card, how much they have saved, and what offers have expired in one place. To redeem an offer, Cardmembers add it to an eligible American Express Card and then use their 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, the company has enhanced its Go Social offer entry tool for merchants. Launched last year, Go Social now enables small merchants to create social and mobile offers, reach Cardmember segments and receive detailed reporting on their offers.
Read more about mobile initiatives.