express Newsletter | October 2009 In this edition: Welcome What’s happening? Welcome the world to your doorstep. Campaigns Have you heard of closed-loop marketing? Stuttafords shows us how it’s done. Highlights Events, awards, festivals and the finest restaurants. ‘CHIP & PIN’ Cards Your step-by-step guide. WelCOme WHAt’S HAPPeNINg? Sunny days are here again! Welcoming With the unexpected early arrival of summer and the emergence of green shoots, wouldn’t it be a pleasant surprise if consumer confidence follows the trends of the world to your our weather patterns? With the world descending on South Africa this may very well be a reality. If the recent sporting events are anything to go by, we can look doorstep forward to a bumper year ahead. Have you noticed an influx of foreign Cardmembers? We’ve been hard at work marketing South Africa to over 90 million Cardmembers, spread across 70 countries. In understanding our Cardmembers and their lifestyle we’ve developed a new brand positioning, ‘My Life.My Card’, which epitomises the Card being an Entitled, ‘Discover South Africa’, our worldwide marketing initiative promotes essential accessory. Around the world, and especially here in South Africa, look South Africa as a destination of choice through travel partners, website links and out for the subtle, yet hard not-to-notice new brand campaign. And with the direct communications to our Cardmembers via the Selects Programme. influx of American Express® Cardmembers expected next year, it makes sense not only to accept the Card, but to welcome them by displaying the ‘My Life.My During July, over 1 000 international Cardmembers arriving at South African Card’ signage upfront in your store. airports were warmly welcomed with a complimentary refresher gift and a ‘Discover South Africa’ travel brochure. This brochure included a list of all the Selects If you’re serious about capitalising on the power of our national brand campaigns offerings available. Not forgetting the local market, we sent out even further, our unique SelectsSM Programme can help you to translate our communications to our local Cardmembers, encouraging them to rediscover campaign success into more American Express business for you, our valued South Africa. merchant. (Find out more on how to join our Selects Programme on pg 3.) The campaign proved to be a success with our Cardmembers both locally and So sit back (for just a minute), and enjoy someone serving you for a change. Through abroad and as a result we will recommence the campaign from this newsletter, our aim is to provide you with the information you need to make your October to December 2009. everyday business life a little easier, more efficient and, ultimately, more profitable. Are you ready for the euphoric kick off, nine months to go, through ‘christemba’, a fleeting Easter and into a soccer frenzy? To prepare for this readiness, please feel free to contact me. Tshipi Alexander National Sales and Service Manager: American Express Merchants CAmPAIgNS Introduce your business My Life. to the rest of the world American Express is enabling growth in your business with Selects, an online portal, which provides Cardmembers with a range of value adds in the form of my Card special offers. As a campaign that is recognised by American Express Cardmembers the world over, the American Express ‘My Life.My Card’ brand campaign is strengthening brand awareness throughout the globe. Here in South Africa, we’ve endeavoured to How Selects can add further increase brand awareness through ‘My Life.My Card’ media campaigns in value to your business selected malls throughout the country. These tactical initiatives seek to strengthen American Express’ brand presence within South Africa, thereby sending more • Selects offers you an opportunity to American Express Cardmembers into your stores. This strategy is especially effective increase your exposure to 90 million when you (our merchant) capitalise on the brand campaign’s momentum by American Express Cardmembers in 70 displaying your own ‘My Life.My Card’ decals in your establishment. countries worldwide. Subtle, yet hard to not notice, our promotional items are available to you free of • It allows merchants to drive Cardmembers charge. By using American Express decals and signage, you can ensure that your to the websites via embedded hyperlinks. establishment stays visibly accessible to both local and foreign Cardmembers. Research has shown that displaying point-of-purchase materials, both outside and inside your store, helps increase impulse purchases from American Express Cardmembers. Joining Selects is FRee AND eASY. All you have to do to become part of the Selects Programme is simply provide us with an exclusive differentiated service or offer for our Cardmembers and we will market your establishment at no additional cost to you. To further invest in your business we have developed specific Selects decals and signage for our Selects partners. These powerful retail tools not only alert Cardmembers to an exclusive offer waiting for them, but also encourage redemption of this offer instore. to order your American express ‘my life.my Card’ or Begin growing your business the American express way today Selects decals and billfolders or to become a Selects and become part of the Selects Programme. partner call our merchant Helpdesk. eveNtS Stellenbosch Wine Festival 30th July - 2nd August The annual Stellenbosch American Express Wine Festival has grown into a worldclass event, playing host to thousands of local and international visitors. This year was no exception, with an estimated 13 500 visitors arriving. The trade and tourism Indaba Relaunched in 2002, thanks to the American Express sponsorship, it is now the largest regional festival under one roof in South Africa, consisting of 9th -12th May 150 wine farms. As a proud sponsor of the AA Travel Guides American Express Accommodation Awards for the third consecutive year, we are committed to raising the standard of all types of accommodation around the country, and recognising when high standards of excellence have been achieved. At a glitz and glamorous gala evening at the Durban City Hall, Gold, Hall of Fame, Winners and Top Achievers were awarded. ‘My life My card’ branding at the Stellenbosch American Express Wine Festival. The AA Travel Guides American Express Accommodation Awards Ceremony. The American Express Platinum Fine Dining Awards 14th September - Gauteng : 28th September - Cape Town Quality dining prevailed at the 2010 American Express Platinum Fine Dining Awards. Regional award ceremonies held at Bellagio Restaurant in Johannesburg Yemurayi Bamhare, Paulo Santo of Ritrovo Ristorante was honoured and the One&Only Hotel in Cape Town in September honoured two family-run the first American Express for his 10th consecutive year at the awards. Mentorship student Pretoria restaurants, La Madeleine and Ritrovo Ristorante, with their 10th consecutive award at the Platinum Fine Dining Awards ceremony as well as our first American Express Mentorship Student, Yemurayi Bamhare. In their 10th consecutive year of the awards, Daniel Leusch and his daughter Anne of La Madeleine are congratulated by Pamela White and Vanessa Singh Johannesburg Platinum Victor Strugo and Lannice Snyman judges of the from American Express Cards. Fine Dining Awards. Platinum Fine Dining Programme. CAmPAIgNS In June earlier this year we directly communicated to our entire American Express Cardmember base about the Stuttafords presale, which they were exclusively invited to. This proved to be very successful, with a notable 29% uplift of Cardmember spend in stores during this period. Stuttafords shows us how it’s done. If you’d like to see an increase in sales in your business, contact our Merchant Helpdesk. American express is committed to delivering unprecedented value to both our Cardmembers and merchants. Sounds too good to be true? Here’s how we do it... If you are looking to increase sales, we can With our comprehensive database help you do this by creating tailored of Cardmembers and their every marketing campaigns at your stores transaction, we’re able to analyse – which are exclusively available selected buying behaviours. to you. Our Selects Programme also With this information, allows you to create tailored we can help you to attract new customers to drive repeat business campaigns for a strategic target and, increase your turnover, all audience – whether they be local, global or both. because of better customer targeting. Closing the gap Increase your turnover and profits by drawing high-spending American express Cardmembers into your store. We can help you; simply contact our merchant Helpdesk. American Express® Cards are welcome at Stuttafords. ‘CHIP & PIN’ CARDS Your Save the trees and save time State men step-by-step ts guide With the increase of ‘CHIP & PIN’ Cards in South Africa, resulting from an influx of foreign Cardmembers as well as local issuance, you need to ensure that as a merchant you are able to accept these ‘CHIP & PIN’ Cards and process them correctly. This will allow our valued Cardmembers to have a hassle-free experience and you will benefit from reduced chargebacks. Follow the Save the trees. Make a difference. Activate your merchant eStatement. Call 011 667 8173. step-by-step guide below to assist you in processing these types of transactions. How to process ‘CHIP & PIN’ Card transactions correctly. Step 1: Insert the Card (face up) into the chip reader. The Card must remain in the chip reader for the full duration of the transaction. Receive your monthly merchant statements electronically, and Step 2: Select the type of transaction, eg SALE, and enter the total you’ll be saving the environment as well as streamlining your amount due. month-end processes. Call the merchant Helpdesk to activate Step 3: Ask the Cardmember to enter his/her PIN. No customer your eStatement today. signature is necessary if the PIN is entered successfully. Step 4: Your POS device will authorise the transaction and issue merchant Congratulations to our merchant, Allan Sheridan of Funky Junk Trading CC in and Cardmember receipt*. Port Alfred, who was the lucky draw winner of the LCD TV for signing up to receive Step 5: Remove and return the Card and receipt to the Cardmember. his monthly merchant statement electronically. *NB: If a Cardmember enters his/her PIN incorrectly three times consecutively, has forgotten his/her PIN or the chip is not readable, advise the Cardmember to contact his/her bank. If the transaction is declined or fails, follow current operating procedures. How to process a ‘CHIP & PIN’ transaction when a customer is not present. Transactions like mail/telephone orders or internet purchases, where the Card is not present, are unaffected by the introduction of ‘CHIP & PIN’ Cards. There is no change to the fraud liability policy for these transactions. To minimise your exposure follow the correct authorisation and ‘Card not present procedures’ already in place. Please ensure that we have your updated details so that we can continue to provide you with excellent and efficient service. If you have changed your email address or telephone numbers, please call our Merchant Helpdesk today. CONtACt US Carl Johnston Julie Devine Roselyne Mamet Regional Manager Regional Manager Regional Manager Gauteng Cape Town KwaZulu Natal tel: 011 667 8129 tel: 021 928 2341 tel: 031 300 5811 With the aim of providing you with worldclass service and support, our team is ready to help you in any way we can. If you have any questions, please call the Merchant Helpdesk on 011 667 8173. For Card authorisation and code 10s, call 0860 321 555. If you have any fraud-related information, or suspect fraud, call 011 667 8761 (08:00-10:00 Mon-Sat, Sunday 09:00-18:00). After hours, please call 0860 321 555. American Express® Cards is operated under licence in South Africa by Nedbank Ltd Reg No 1951/000009/06. Nedbank subscribes to the Code of Banking Practice of The Banking Association South Africa and, for unresolved dis- putes, supports resolution through the Ombudsman for Banking Services. Nedbank is an authorised financial services provider. Nedbank is a registered credit provider in terms of the National Credit Act (NCR Reg No NCRCP16).