NEW YORKâCredit card companies are taking the next step in using their points programs to influence what millions of customers buy, going as far as influencing what color blender they might purchase.
American Express is piloting a program that will allow merchants to reward customers for purchasing specific items at their stores, starting with online merchant Boxed, the Associated Press reported.
Amex is starting small: giving bonus rewards points to Boxed customers who buy Dove soap, Planters nuts, Cheerios cereal and a handful of other items.
But Amex expects to open the program to nearly all its merchants in the coming months. Customers will benefit by expanding the number of ways they can earn points, according to the company. The program also helps Amex, by giving merchants another reason to keep accepting American Express cards, which tend to be the most expensive for merchants to process, the AP noted.