American Express Incentive Services has launched a new stored-value card and is expanding its licensing program for its patented filtering process.
The Primary Card, a stored-value card accepted at multiple merchants, is designed to enhance incentive or promotional programs for those that want to use one card for multiple, everyday shopping needs. Cardholders can use the card to purchase everyday items, such as clothing, home improvement supplies and electronics. The card can be used at a select group of national retailers including Lowe’s, Best Buy, T.J. Maxx and Staples as well as to purchase restaurant gift cards.
As for the licensing program, the process allows the creation of “focused-use” cards, which direct cardholder redemption to specific merchants, the company said.
“This process allows a company to play on a theme, such as with a home goods or dining out card, or construct countless custom merchant mixes,” Darryl Hutson, AEIS CEO, said in a statement. “It offers tremendous opportunity to create just the right experience to fit any program or demographic. Because we want to increase marketplace proliferation of this type of card product, we think it’s the right time to allow greater access to the patent.”
In a separate development, Priceline.com is offering American Express gift certificates to introduce its new “shop-and-compare” hotel reservation service to consumers. Through July 31, priceline.com customers who book at any of its 12,000 participating hotels will get a $10 American Express gift certificate for every night of their stay, up to a maximum 10 nights.
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