ABOUT

MERCHANT AND CARDMEMBER COMMUNICATIONS;
ADVERTISING, DIRECT MAIL, POP, EMAIL, WEB,
SOCIAL & FILM.

A big idea to challenge perceptions on both sides of the counter.

During Shop Small month we encouraged card members to get out and support independent small businesses; to shop local and to use their card when they did.

As a reward for their support, American Express promised £5 back every time they spent £5 or more with a new participating retailer.

Because card members were ready to spend, we asked retailers to make sure their customers knew they were involved. Plus for those not currently accepting the card, there was a new reason to do so; with a more attractive processing fee.

• In the first year alone over 70,000 UK card members registered their cards for the programme. 115% over target. Growing by another 30,000 in year two.

• Percentage of card transactions for purchase values under £50 rose 7% in two years.

• +55,000 small businesses became involved in Shop Small. 25% of whom are new or previously dormant merchants.

• Merchants enjoyed an average 122% rise in card spend during the promotion - and retained a much higher than previous average thereafter.

• Brand attribute tracking showed a significant uplift in card member perceptions of coverage and of American Express as a card for everyday purchases.