American Express readies London rewards push

American Express will launch a range of London-wide offers for cardholders in 2012 to exploit the uplift in retail sales that events such as the Olympic Games and the Diamond Jubilee are expected to bring.

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Plans are being developed to launch exclusive deals and information services co-created with retail partners in advance of opportunties presented by the anticipated increase in visitors to the capital.

Mark Roper, vice president of merchant services for American Express in the UK, says that the offer will help customers “realise the potential of London”.

Rival MasterCard launched Priceless London, a range of localised deals, in October.

The rewards push is part of American Express’s long-term strategy of offering cardholders added benefits. It has just signed a deal with Westfield that will see it offer customers shopping at the West and East London shopping centres “special benefits and promotions”.

American Express will promote its services throughout the centres, one of several channels the payment services company plans to use in 2012 to accelerate what it claims has been “strong” growth in retail business over the last two years.

Roper says that it will look to refine and increase the use of social media next year to target the “right person, at the right time with the right offer”.

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