AmEx Debuts More Themed Cards

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American Express' incentives division expanded its themed stored-valued cards offerings last week by adding an apparel card and a home solutions card.


The program lets businesses pick a set theme or their own mix of merchants for a card and offer it to customers as part of an incentive or promotional campaign.


"Theme cards are growing in popularity because they allow a company to create special, tailored experiences for cardholders," American Express Incentive Services CEO Darryl Hutson said in a statement.


The apparel card is welcome at more than 30 specialty apparel stores, including Macy's, Talbots, Timberland and Eddie Bauer. The home solutions card lets cardholders buy just about anything for their homes, including home improvement items, furniture, appliances, home décor and home office supplies. The card is accepted at more than 30 national retailers including Lowe's, Best Buy, Pier 1 Imports and Staples.


American Express also said last week that its Fill It Up gas-themed card is now offered in a reloadable version.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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