American Express Launches Membership Month for the First Time in Australia

 New brand loyalty research^ released by American Express (NYSE: AXP), reveals that the Covid pandemic has made consumers more appreciative of every part of the customer experience – from service, availability and access, to safety and trust. The findings come as brands look for new ways to connect with consumers as a sense of normalcy returns to the country. 

The research has been released to mark the start of American Express’ inaugural Membership Month in Australia, a dedicated month to celebrate and thank loyal American Express Card Members through a variety of special offers and experiences. 

The research reveals the top reasons that consumers select and remain loyal to brands, and the customer experiences valued more because of Covid-19.

Top 5 Reasons Consumers Remain Loyal:

1. The product or service itself
2. Price
3. Loyalty Programs
4. Customer Service
5. Trust

Customer Experiences Valued More because of Covid-19:

1. Customer Service
2. Availability
3. Safety
4. Trust
5. The product or service itself

Based on the research, it’s clear that if brands do the right thing by their customers, it pays off. On average, Australians say the longest length of time they have maintained a paid membership with a brand such as a gym, credit card provider or mobile phone service, is 12 years, with a quarter remaining a paid member for 20 years.  Among those aged 55 years or older, the longest they’ve remained with a brand, on average, is 19 years.

Will Thorne, Vice President, Consumer Acquisition for American Express says: “The Covid crisis has forced brands to interact with customers in new ways. Now we’re coming out the other side, we’re seeing customers placing greater priority on experiences that make them feel valued and more than just a number. As our research confirms, the product or service itself will always be the top factor that drives customer decision-making, but things like being recognised for their loyalty and ensuring there’s a high level of trust, is critical.”

American Express has launched Membership Month to honour Card Members like, Ken Henderson, who has had an American Express Card in his wallet for 43 years.

Ken Henderson says: “I first obtained my Amex Card in 1978 when I was 33. It’s stayed in my wallet ever since and is the only credit card I use because I feel that American Express recognises me as a loyal customer and rewards my loyalty. I also feel confident that my card is secure and safe when using it whilst travelling or ordering online. I also appreciate being able to use the points I earn to redeem gift vouchers, and I regularly receive offers that they know I’ll be interested in based on how I typically spend.”

During American Express Membership Month which commences today, American Express Card Members will be able to access a variety of exclusive events and benefits, including special offers and discounts across retail, travel, dining, entertainment and wellness categories.

Some of the offers* Card Members can look forward to are:

1. Spend $400, get $80 back at Hilton
2. Get 15% back on dining at Habourfront Seafood Restaurant Sydney, Salts Meats Cheese, Gold Leaf Chinese restaurants and more
3. Spend $300, get $75 at Ticketmaster
4. Get 15% back at Koko Black, Aje, SIR., Tulloch Wines, Rolla’s, Drummond Golf and Ksubi
5. Access virtual workouts by Centr and Fluid Form Pilates and both virtual and in-studio workouts at Barry’s

“For the first time in Australia, we’re proud to offer American Express Card Members access to even more perks. Backing our Card Members is at the heart of what we do and launching this new initiative is about celebrating them and providing a great experience,” concluded Will Thorne.

American Express Card Members can access Membership Month offers* by logging into their app or account online.

Notes

*Offers must be saved to eligible American Express Card first. Offers available for a limited time and enrolments may be limited. Subject to exclusions, terms, and conditions. For more information, visit: https://www.americanexpress.com/au/credit-cards/membership-benefits/access-and-offers/membership-month/

Methodology

^Antenna, an independent consumer research agency on behalf of American Express conducted an online survey of n=1015 Australians aged 18 plus. The survey was conducted between 15-19 October 2021.The survey data collection was national, and respondents were sourced using an accredited online research access panel. Data was weighted for representation against the 2016 Australian census.

About American Express

American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success.  Learn more at americanexpress.com.au