Foursquare, Amex Partner On Offer Program At SXSW - InformationWeek
Software // Social
11:08 AM
Ransomware: Latest Developments & How to Defend Against Them
Nov 01, 2017
Ransomware is one of the fastest growing types of malware, and new breeds that escalate quickly ar ...Read More>>

Foursquare, Amex Partner On Offer Program At SXSW

The pilot program lets South by Southwest Interactive attendees link personal American Express accounts and Foursquare profiles to easily redeem merchant offers without coupons or codes.

Looking to add value for both consumers and merchants, Foursquare and American Express have partnered on a pilot program running at South by Southwest Interactive that allows participating card members to redeem offers without coupons or codes, or showing their smartphones to cashiers.

The test-run, which began Friday and ends on Tuesday, lets SXSWi attendees and residents of host city Austin, Texas, link their personal American Express Card accounts to their Foursquare profiles. Following completion of the pilot program, the two companies plan an official, broader rollout in the coming months. A more definite timeframe is not yet available, according to executives at both companies.

"We wanted to start to show merchants, and industry as a whole, how to add to the value of their offline advertising," Tristan Walker, director of business development at Foursquare, told InformationWeek.

American Express partly builds customer loyalty via its "member since" date, which appears on consumer's cards, he said. Likewise, Foursquare's service encourages loyalty by tracking the length of time a customer has visited a particular retailer, restaurant, or other location, he said.

"We're really trying to recreate for our users this appeal to socialize and evangelize their loyalty to [a] place. Foursquare wants to designate this 'regular' and have this really strong appeal to place, much like AmEx has done this with their card holders," Walker said. "It's a true match made in heaven."

The two companies also expect they could each generate some new clients, based on each of their established bases. By Friday morning, Foursquare already had attracted some American Express cardholders to its service, Walker said. Likewise, American Express expects some Foursquare users to consider applying for its card after learning about the promotion, Dave Wolf, vice president of global marketing capabilities, told InformationWeek.

After linking their cards and profiles, users automatically can redeem Foursquare specials by loading them to their AmEx cards within the new American Expressnew Smart Offer APIs, then using the card at participating merchants' locations. These American Express APIs receive notifications, so whenever enrolled card members pay with their AmEx card, they get a message alerting them about issuance of a statement credit. This step eliminates the need for merchants to train cashiers in offer-redemption procedures, and also allows them to more easily measure the success of their location-based marketing efforts, according to American Express.

1 of 2
Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll