By Staff Writer
SYDNEY: American Express has claimed that a marketing campaign run in conjunction with Bing Lee, Harvey Norman, Dick Smith, Powerhouse and Tandy stores, boosted summer sales of electrical goods by 32 per cent in a period of time when competition for retail spending is at its peak.
The promotion ran from the second week of December until the end of February and offered American Express card holders the chance to win one of two entertainment packages worth $14,000.
“Retailing is a competitive environment and these promotions are highly attractive to us,” said Bing Lee managing director, Lionel Lee.
“For us partnering with American Express on offers that drive affluent customers and greater volume in our stores just makes good business sense,” he said.
“These promotions are designed to benefit both card holders and merchants,” said American Express – head of merchant services, John Banfield.
“We know that our card holders spend more than twice as much as customers holding competitor cards, meaning as long as we continue to attract high spend and pedigree card holders, merchants will be able to derive higher profit from us.”
American Express supported the promotion with a direct marketing campaign to its card holder base and ran a targeted advertising campaign incorporating the retailers’ logos, in newspapers, magazines and in targeted retail precincts in Sydney and Melbourne.