American Express Launches New Rewards Program in India

American Express has launched Reward Xcelerator, a new initiative aimed at strengthening its Membership Rewards program in India.

This program offers Platinum Charge cardmembers the opportunity to earn up to 20X rewards across a range of premium brands, the company said in a Friday (Dec. 8) press release.

Under the Reward Xcelerator program, American Express cardmembers can accelerate their earning potential both in-store and online, with the flexibility to redeem their rewards whenever they want, according to the release.

“Cardmembers not only get great value on their spending with a higher earning rate but as the rewards never expire, they can choose to redeem them for what they want when they want,” Sanjay Khanna, CEO of American Express Banking Corp., India, said in the release.

The program has received positive feedback from partner brands as well, per the release. Gopal Asthana, CEO of Tata CLiQ, said American Express cardmembers now have numerous premium options to earn reward points while shopping on Tata CLiQ, Tata CLiQ Luxury and Tata CLiQ Palette.

Prateik Kapoor, head of communications and operations at Kapoor Watch Co., said the Reward Xcelerator program will be of great value to watch enthusiasts who are looking to collect exclusive timepieces.

Samrath Bedi, executive director of Forest Essentials, said the Reward Xcelerator program will help American Express cardmembers choose their favorite beauty products from their catalog with additional benefits.

The new Reward Xcelerator joins the robust Membership Rewards program that American Express has for all cardmembers, offering ease and flexibility to earn and redeem rewards, the release said. The rewards have no expiration date and can be redeemed instantly for options such as eGift vouchers, online or offline purchases booking flights or hotel stays and covering eligible card charges.

Firms and brands are tapping into loyalty programs that reinforce customer affinity for goods and services, and also help defray the cost to consumers of paying for those goods and services, PYMNTS reported Monday (Dec. 4).

New approaches to rewards may be most rewarding as forward-thinking merchants eye new ways to keep the transactions flowing and keep consumers opening their wallets and wielding cards.