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American Express Introduces New Line of Business that Extends Loyalty Program Expertise and Services to Strategic Business Partners
NEW YORK,  January 22, 2010 -- 

American Express announced today the launch of a new line of business, LoyaltyEdgeSM from American Express. LoyaltyEdge will work with strategic business partners and merchants to create, implement, and/or enhance their customer loyalty programs in order to help attract and retain customers, thus driving incremental business growth. Long-time strategic partner, Delta Air Lines, is the first to utilize the services of LoyaltyEdge.

"Our expertise and success in the rewards program business spans two decades from our award-winning Membership Rewards program to our cobrand cards," said Ralph Andretta, executive vice president, Cardmember Services, American Express. "We know that effective loyalty programs help drive customer loyalty and deepen customer relationships. Through the launch of LoyaltyEdge, we are helping business partners build and manage customized rewards programs that will resonate with their customers and give them an edge over the competition in an increasingly challenging and competitive marketplace."

LoyaltyEdge provides end-to-end services in a one-stop-shop -- from designing the rewards program to providing the redemption options and fulfillment to analyzing redemption patterns and behaviors to help inform future marketing strategies. LoyaltyEdge will work with business partners to understand their loyalty program needs and objectives, and identify which offerings best meet those objectives. Then, leveraging American Express' vast network of partners, capabilities, and unique customer insights, LoyaltyEdge will provide an individually tailored "plug and play" solution for business partners. In turn, business partners will be able to increase customer engagement and satisfaction, while reducing loyalty program costs.

LoyaltyEdge can deliver a full range of loyalty program services based on partner needs, including:  

  • Valuable customer insights
  • Program design and execution
  • Expanded loyalty and redemption options as well as fulfillment capabilities
  • Customer service solutions
  • Targeted and segmented marketing
  • Loyalty and cost management analytics

Companies interested in LoyaltyEdge services should email for additional information.

American Express
American Express Company ( is a leading global payments, network and travel company founded in 1850.

In 2009, for the third consecutive year, American Express was ranked "Highest in Customer Satisfaction with Credit Card Companies" by J.D. Power and Associates.



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