American Express to offer double-points promotion

Drug Store News, Feb 15, 1999

American Express is starting a new promotion to stimulate card usage at drug stores and supermarkets. Between Feb. 1 and Apr. 20, customers who use their American Express card can earn double "Membership Rewards" points, which are redeemable for free travel and merchandise, for all purchases made at drug stores and supermarkets. All drug stores and supermarkets nationwide that accept the card are participating, including online stores. Every card enrolled in the "Membership Rewards" Program or other programs, such as Delta SkyMiles are eligible (consumer, charge. Optima and corporate cards).

This promotion can benefit merchants by driving American Express customers to stores and increasing dollar volume of sales. According to a 1998 FMI Electronic Payment Survey, American Express card members spend 25 percent more than bankcard holders and purchase the kind of higher margin products that can increase a merchant's bottom line.

The double-points promotion will be communicated through public and private media channels, including in-store advertising, radio spots, TV spot tags, online advertising and internally by American Express via statement messages, newsletters, internal announcements, direct mail and through www.americanexpress.com.