American Express is offering more ways for cardmembers to spend their Membership Rewards points. The list of new rewards partners include Groupon, Seamless, Virgin America and vente-privee USA.
“As the worlds of online and offline spend converge, we’re finding new ways to use Membership Rewards points for everything from food and fashion to travel and adventure,” said Sonali Chakravorti, vice president of Membership Benefits for American Express, in prepared remarks. “We’re adding more value to the program by expanding the ways our Cardmembers can use the points they earn for the things they love.”
Through the Membership Rewards program, points can now be redeemed for physical and electronic gift cards for Groupon, the largest daily-deals site. Also, e-certificates will be available for Seamless, a service that lets consumers order food online or through its mobile apps for pickup or delivery, and vente-privee USA, a private shopping club featuring American and European designer products that range from fashion to technology to food.
Membership Rewards points can also be used for flights and hotel accommodations with recently added travel partners, including Virgin America, Choice Hotels, International and Borgate Hotel Casino and Spa.
Dell, which had previously been a gift-card partner with American Express, will now allow cardmembers to redeem points for electronic products and accessories directly.
The Membership Rewards program carries more than 1 million rewards offers from more than 500 brands.
The addition of more rewards partners is just one way that American Express has attempted to deliver more value to cardmembers. Last month, the company turned to Twitter to offer couponless merchant offers, which were activated when cardmembers tweeted a message — simply using an AmEx card would redeem the offer.
According to The Nilson Report, American Express is the largest U.S. credit card issuer with a purchase volume of $540 billion (25.34% market share) in 2011.