The Amex Perks

From Brandweek:
If you've ever wondered what the American Express experience is, then go to The Mall at Short Hills in Short Hills, N.J. That’s where the company opened a "Members Lounge" this week.
The lounge, the first at a retail shopping location, is designed to "reinvigorate" card members exhausted from their shopping with snacks, coat check, a private restroom, couches, free gift-wrap services, iPod and cell phone charging stations, and an e-mail station.

Amex is aiming to increase their prestige and sophistication. These lounges will soon be popping up in every mall and retail location. I feel it’s a great way to differentiate and motivate people to become members. The new lounges upscale Amex’s brand by taking customer service to the next level. This brings to mind Starbucks and its idea of going beyond the coffee and into the experience of comfort and community. While incentive programs like Frequent Flyer miles are very popular in recruiting members to credit cards, I feel like its become standard. Amex does well in trying to satisfy a customer at a more individual level. I’m wondering how Visa, a more economy-class credit card, will react to this.

-Jose Diaz