Home  › Social › Social Commerce
amex-foursquare

Foursquare Broadens Partnership With American Express

  |  June 23, 2011   |  Comments

Amex cardholders using Foursquare will get discounts from merchants.

An American Express program on Foursquare stands to give the geo-location "check-in" service a big boost.

American Express and Foursquare, in a statement today, said "couponless specials" will be offered to consumers who buy services or products at participating merchants.

Under the program, a person would check in at a merchant who is offering a discount on Foursquare, buy a service or product, pay with her American Express card, and then receive the discount on her Amex statement.

At launch, participating merchants are H&M, Sports Authority, and four restaurants owned by the New York City-based Union Square Hospitality Group. An Amex cardholder who spends $75 at H&M, for instance, will receive a $10 credit.

Executives from American Express said they expect the program will "expand rapidly to include additional national and local merchant offers in the coming weeks and months."

Foursquare will not receive revenue from American Express, according to reports. However, its association with American Express could increase the number of people who actively use Foursquare, which claims to have 10 million members. And that could be key to the future of Foursquare, which has been facing increasing competition from rivals that include Facebook, Google, and Groupon.

Tristan Walker, Foursquare's business development director, said the program will help merchants determine the value of its Amex-Foursquare promotions. Metrics that merchants can track include impressions, check-ins, and "loads," which he defined as the special offers that are uploaded to a cardholder's account. He emphasized that Foursquare will not have access to cardholder account information or personally identifiable information, but potentially will be able to obtain metrics about consumer response to offers, broken down by merchants.

People who use Foursquare typically "check in" when they visit a location, such as a business, landmark, or other place. And some businesses offer virtual badges or discounts to people on Foursquare, using the service to reward loyal customers or attract new business.

American Express worked with Foursquare on a trial basis in March at SXSW in Austin, TX. At that time, American Express awarded $5 credits to cardholders who checked in at a venue participating in the promotion.

American Express does not rule out rolling out this program to Facebook or other sites. "We're very close partners with Facebook and they are a good platform to present these types of deals," said Luke Gebb, VP, global network marketing at American Express. "We don't have anything to announce, but that's a great example of what we want to do."

SimilarWeb Search and traffic sourcing are both crucial to luring shoppers to your website. In this article, "2 Successful Holiday Strategies for Online Retail", you'll learn how to use a two-pronged approach for your holiday search campaigns that combine top keywords with the best referral sites. Data in this article comes from SimilarWeb.

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...