American Express has launched two Facebook applications that allow cardholders to redeem digital deals and rewards, said Dave Wolf, VP of global marketing capabilities at the financial services company.
The “Link, Like, Love” application will provide American Express cardholders with deals and exclusive access to products and experiences. The offers are influenced by the “likes” and interests expressed by cardmembers and their Facebook friends. The app also allows consumers to purchase offers in one click without redeeming paper coupons.
“These are all add-to-card deals,” said Wolf. “There’s no awkward moment if you’re out on a date when you have to ask a waiter ‘please redeem this for me.’”
American Express will also deliver Membership Rewards points offers, entertainment access, exclusive content and special events through the application, “in the coming months,” the company said in a statement.
“This is bigger than just offers,” said Luke Gebb, VP of global network marketing capabilities at American Express. “Right now, it’s focused on offers, but such a powerful tool can bring many things to our users.”
American Express also launched Go Social, a tool for small business merchants to create and distribute digital cardmember offers and rewards. Merchants can quickly establish official locations on Facebook, create and manage coupon-less offers, and track the results of offers.
Gebb said American Express is currently not taking a cut from redeemed offers, which merchants are responsible for funding. “Over time we will charge on a pay-per-performance basis,” he said.
Participating retailers include Dunkin’ Brands, H&M and Whole Foods Market.
American Express will not share any credit card information with Facebook, nor will Facebook share any social network data with the credit