AMEX NYC
November 16, 2004
I find this IN:NYC event-targetted card from American Express fascinating. I've always thought there's more to mass customization of the credit card market than just putting sports teams' logos on cards, but this direction is surprising to me. How small a niche is it profitable to target with a free card?
7:42 PM
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I have had a free Amex card for years that gives Hilton points as rewards. They have been doing this type of thing for quite some time.
It's more about the branding than about the profits. And almost as much about bringing in new merchants than profit, too. Amex is building their brand by providing exclusive benefits to cardmembers. And, while there may be some profits in the card, their investment is in the brand.