How Can You Show Auxiliary Benefits of Being a Customer? “Way Station” Gives AmEx Members a Second Wind

Christmas shoppers dragging their feet in the throes of holiday shopping were given an upgrade by American Express, which has introduced an upgrade to the shopping experience, according to The New York Times article, “For Card-Carrying Members, Lounging at the Mall.”

A 3,400 sqft lounge for weary, thirsty customers at the Mall at Short Hills is a variation on the airport lounge; it includes Internet access, cell phone charging areas, coat checks, a bathroom and gift-wrapping service.

“This is a test our way of demonstrating why it’s important to keep that card in your wallet,” said senior vice president and general manager of membership rewards for American Express.

Nothing like a little brand reinforcement through generous rewards to help you build a stronger business.