WORK

American Express

AMERICAN EXPRESS

IT PAYS TO SAY YES

CHALLENGE

If you’re a small merchant it can be difficult to understand why you should accept American Express. Compared to VISA or MasterCard there are relatively few American Express Card Members, and since the EU capped VISA and MasterCard rates, Amex looks expensive. Some merchants accept American Express only grudgingly – and have been known to actively discourage customers from using their Amex card. How could we make them embrace American Express?

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ANSWER

The thing is, American Express is really not like VISA or MasterCard, which just facilitate payment. American Express has one of the world’s most affluent customer bases, who actively choose merchants that accept their cards. So for American Express’ small merchants all around Europe we devised an activation and engagement programme to demonstrate that “It pays to say yes to American Express”, combining helpful and attentive service with facts that brought to life the kind of customer base they would access with Amex.