The American Express Payback Card is born, the new credit card resulting from the partnership between American Express and Payback. "A free card that aims to intercept a different target, the mass market, made up of people who are attentive to everyday expenses, such as supermarket shopping or telephone bills", explained Melissa Peretti, Vice President, Head of Marketing, Partnership and Small business of American Express Italia.
“The goal – added Peretti – is to include at least 50% of women among our consumers, given that 65% of family purchases are decided by women. Today, the percentages of American Express prepaid cardholders are 70% for men and 30% for women. We want to include in our audience above all young people and, among young people, many women".
American Expres Payback Card will allow its holders to accumulate Payback points and to be able to transform them into discounts to be used at the partners of the programme: for shopping in Carrefour stores; for refueling at Esso; for 3 world awards; for Alitalia flights; for Mediaset prmeium subscriptions; or to request prizes from the Payback catalogue.
For every 2 euros spent, holders will be entitled to one Payback point. "Obviously - Peretti underlined - this is not a series B card, customers will be guaranteed the security and protection against fraud that characterize American Express products".
“In 2010 – commented Luca Leoni, managing director of Payback Italia – American Express decided to enter different markets, such as the mass market, and among the various options it chose fast entry through Payback. The goal is to grow in online purchases, which today stand at 25%. Since 30 January, i.e. since we started the experimentation, we have reached 4 million cards used, 'swiped' at least once, with an average of once a week”.
To accumulate points it will be necessary to have a Payback account and with the first transaction, wherever it is carried out (either in partner stores or in any commercial establishment), you will be entitled to 1000 starting points.
