Amex Sync has made a huge step forward in the world of social commerce, one that could help turn social media campaigns into actual purchases. American Express has partnered with Twitter to allow followers to make purchases via Twitter just by using special hashtags. Says Leslie Berland, Senior Vice President of Digital Partnerships and Development at American Express, “[W]e’re leveraging our unique technology and closed-loop network to introduce a seamless solution that redefines what’s possible in the world of social commerce.”
How does it work?
Participating brands send out offers in the form of tweets to followers. Amex cardmembers who have synced their eligible cards with the Amex Sync program can then respond to those tweets, using the offer’s designated hashtag to buy the product advertised. Buyers can purchase a variety of products from brands like Amazon, Sony and Sea Island Resort.
How will it affect brands?
One of the major advantages this service affords brands is eliminating a step in the purchasing process. Rather than having to tweet about sales with a link leading back to the site’s product page, hoping that interested followers will click and see the purchase through, followers can quickly make the purchase with little effort on their part. Not only is their billing information kept on file, eliminating that step, their shipping information is also kept on file, making the transaction process faster and easier (and more appealing to customers). Not only is this a huge help for for-profit brands, this could help transform the way socially active non-profits receive donations throughout the year.
If similar services are adopted by the other credit card contenders, it could change the way that brands do social business.
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