Contact Center Industry News

TMCNet:  Points Meet Point of Sale: Membership Rewards® from American Express Debuts Mobile Gift Cards

[November 13, 2012]

Points Meet Point of Sale: Membership Rewards® from American Express Debuts Mobile Gift Cards

NEW YORK --(Business Wire)--

Just in time for the holiday shopping season, the Membership Rewards program launches Mobile Gift Cards, allowing Cardmembers to use Membership Rewards points for smartphone-enabled gift cards and use them instantly to pay with their smartphones. Mobile Gift Cards are currently available for eight different retailers including: Banana Republic, Gap, Old Navy, PBteen®, Pottery Barn®, Pottery Barn Kids®, West Elm® and Williams-Sonoma®.

"We know our Cardmembers want the flexibility to use the points they've earned for rewards they want, when and how they want them," said Christopher Besendorfer, Vice President Loyalty and Membership Benefits, American Express (News - Alert). "As the worlds of online and offline converge, we're finding new ways for Cardmembers to use points, whether at home, on the run, and now instantly in-store with a Mobile Gift Card."

In addition to in-store purchases, Cardmembers can also use Mobile Gift Cards to pay for items online or over the phone.

More Holiday Shoppers Turning to Smartphones and Reward Points this Season

According to a recent American Express Spending & Saving Tracker, a survey of U.S. general consumers, almost a third of Americans (32%) plan to use their smartphones for holiday shopping this year, an increase of 8% from 2011. More will also turn to reward points to offset the cost of holiday shopping (16% vs. 13% in 2011), with the trend most prevalent among affluent consumers (21% vs. 17% in 2011).

"Cardmembers love to use points for gifts and travel this time of year, in fact, the use of Membership Rewards Points can increase 30-40% during the Holiday season," said Besendorfer. "Now, Mobile Gift Cards make it even easier to use points instantly on their smartphone."

Using Membership Rewards Points for Mobile Gift Cards

To use Membership Rewards points for Mobile Gift Cards, simply:

    1.     Log into your Membership Rewards account by using the American Express app or visiting from a smartphone
2. Browse the Mobile Gift Card catalog and use points for the desired gift card
3. When ready to use, select the gift card in your account's Gift Card Wallet
4. Select "tap to pay" from a smartphone and show the barcode and Gift Card number at checkout

To ensure Mobile Gift Cards are secure, Cardmembers may need to enter the 4-digit security code from the front of their American Express Card, and the 3-digit security code on the back of the Card.

Membership Rewards Program On Your Tablet

In addition to the launch of Mobile Gift Cards, the Membership Rewards program is announcing two new features for the Apple® and Android (News - Alert)™ tablet app. A rich, touch-friendly tablet shopping experience is now available for over five million products at more than 60 online retailers, and the Tablet Points Summary provides an interactive bar chart which shows a Cardmember up to two years worth of monthly point activity.

Great Ways to Save with Points

The Membership Rewards program also has a number of additional holiday offers. Cardmembers can find gift ideas for family, friends, coworkers, in the Membership Rewards Holiday Catalog, featuring everything from the hottest tech gadgets, to the must-have fashions and sought after toys and games. Through November 30, Cardmembers also get 20% off rewards from popular brands including Bose®, Wine Enthusiast®, Michael Kors handbags, LG televisions and Dyson.

About American Express

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at and connect with us on,,,, and

Key links to products and services: charge and credit cards, business credit cards, travel services, gift cards, prepaid cards, merchant services, business travel, and corporate card

[ Back To Cloud Contact Center's Homepage ]


Featured Resources

Featured Report
Millennial Research on Customer Service Expectations

Millennial Research on Customer Service Expectations

The "why" behind this research is simple: our clients recognize that different generations bring different expectations, varied communication preferences and new customer service patterns to the customer experience...
Featured Report
Optimizing the Customer Experience through Cloud Contact Centers

Optimizing the Customer Experience through Cloud Contact Centers

Adoption of cloud contact centers is on the rise. Findings from Aberdeen's January 2014 'Public Cloud vs. On-Premise: How to More Effectively Deploy a Cloud Center' study shows that 31% of contact centers are deployed in the cloud, and our related blog post highlights that companies anticipate their adoption of cloud technology to rise further throughout 2014...
Featured Report
Aberdeen report

Aberdeen Report: Cloud for Mid-Sized Contact Centers – What You Must Know

Cloud Technology is opening new doors for many businesses. However, it does so only when it's combined with the use of best practices and key technology enablers. This document highlights the adoption of cloud technology by mid-size contact centers and illustrates the reasons driving their investments...
Featured Whitepaper
Aberdeen report

Seven Critical Capabilities to Demand From Your Cloud Contact Center Provider

To deliver a world-class customer experience, your contact center must be flexible and reliable, while providing all the tools agents and supervisors need to manage their workflows. Here are seven critical capabilities to look for when deploying a contact center in the cloud...
Featured Webinar

Contact Center Economics and the Cloud

Together, Bob and Drew will help you understand the economic value of upgrading technology, important business and financial considerations, and how to compare total cost of ownership of a premises vs. cloud or hosted solution. Watch the webinar on-demand now...
Featured Datasheet
Zipwire Cloud Contact Center

Zipwire Cloud Contact Center

The appeal of moving services to the cloud is obvious. Cloud services offer reliability and robust feature sets without the need to implement or maintain complex contact center infrastructure. The Zipwire™ cloud-based contact center allows businesses to leverage the flexibility and cost savings of cloud architecture while offering a seamless, first-class customer experience...