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Amex EveryDay Card makes mobile a key focus to target multitaskers

Mobile is a key part of the feature set and marketing behind the new American Express EveryDay Credit Card, which is targeted at on-the-go moms who depend on their smartphones to help manage their busy lifestyles.

The new card is integrated with the Amex mobile application, enabling EveryDay members to view how far along they are towards making 20 purchases in a month, which is when additional bonus points kick in. Users can also receive notifications about when they can apply rewards and redeem points via their mobile phone.

“The Amex EveryDay Card was designed for the multitasker, juggling work, family and personal life,” said David Yoo, senior vice president of mobile products and services at American Express, New York. “From our research, we know multitaskers are heavy smartphone users and are more likely to make purchases and manage their finances on their phone.

“That’s why it was important that the Amex EveryDay Card be fully integrated into our existing American Express app,” he said. “With Amex EveryDay, one of the benefits is that you earn a 20 percent Membership Rewards points bonus when you use the Card 20 times in a billing cycle.

“To make the experience easy, we built a new feature in the app  — a digital counter that helps keep track of each qualifying purchase for the bonus, so card members always know when they’re close to earning 20 percent extra Membership Rewards points.”

Frequent purchasers
By integrating the card with the Amex mobile app, the company will be able to engage customers in an ongoing dialogue and build closer relationships while helping members take advantage of their rewards.

A digital counter in the Amex mobile app helps keep track of each qualifying purchase for the bonus, so members know when they are close to earning 20 percent extra rewards points.

The EveryDay card is positioned as offering a unique twist on traditional rewards programs with members earning points based on how often they use the card as opposed to how much they spend.

When members use the card 20 or more times on purchases in a single billing period, they earn 20 percent extra rewards points on all of these purchases.

The idea is to reward members for where they already shop, with American Express research showing that the average American consumers uses a credit or debit card twice a day and most shop within 20 minutes of their home.

For example, members earn two times the membership rewards points at U.S. supermarkets on up to $6,000 per year in purchases compared to all other purchases.

Offsetting everyday charges
From the mobile app, members can also use points to offset everyday charges, redeem points for gift cards, view and pay their bill, load special offers on their card and see all their card benefits in one place.

The Amex EveryDay card has no annual fee, includes smart chip technology and has a zero percent introductory rate on purchases and balance transfers for the first 15 months.

The card is being supported with a series of TV and print ads featuring actress and writer Tina Fey that also promote the mobile app.

American Express has offered a variety of different cards to consumers over the years, including the Blue card, the Platinum card and the Black card.

The EveryDay card is the latest example of how Amex is building out its mobile services for members.

In November 2013, the company added a new feature to its mobile application, enabling members to pay with points via their mobile devices (see story).

In February, American Express added a live video chat feature to its iPad application, pointing to the importance of real-time communication with consumers on mobile (see story).

“We’re committed to making membership mobile, and it’s important to be where our card members are, in those spending moments, and not just when it’s time to pay their bill,” Mr. Yoo said. “One of the best ways to do that is to connect their Card with their mobile device, essentially creating a mobile connected card.

“When we’re on our card members’ mobile devices, we can more easily help them with purchase decisions, prompt and remind them about their benefits, like offers, and connect with them in real time,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York