SOURCE: American Express Incentive Services

July 12, 2005 14:51 ET

American Express Incentive Services Introduces New Stored-Value Card, Offers Expanded Patent Licensing

Initiatives Help Meet Growing Demand for Focused-Use Cards

ST. LOUIS, MO -- (MARKET WIRE) -- July 12, 2005 -- American Express Incentive Services (AEIS), an incentive industry leader, has introduced a new stored-value card, the Primary(SM) Card, and has announced that it is expanding its licensing program for its patented filtering process (U.S. Patent No. 5,689,100). The process allows the creation of "focused-use" cards, which strategically direct cardholder redemption to specific merchants. Both initiatives are intended to help meet the growing demand for these types of cards.

The Primary Card, a stored-value card welcome at multiple merchants, is designed to deliver maximum results for incentive or promotional programs with audiences that need one card solution for all their primary shopping needs. Cardholders may use the card to purchase items they use every day, including clothing, home improvement supplies and electronics. The card is welcome at a select group of national retailers including Lowe's®, Best Buy™, T.J. Maxx® and Staples®, and it can also be used to purchase restaurant gift cards.

"The Primary Card is fun and memorable while still being practical," said Darryl Hutson, AEIS CEO. "It offers a unique and diverse combination of popular merchants themed around serving the cardholder's everyday needs. The card's merchant mix makes it an especially good fit for employee incentive programs, and it works for sales incentives and consumer promotions as well."

AEIS has been selective in licensing the patented process used to create cards like the Primary Card, but it will now more broadly provide licensing to companies within the incentive industry. Licensees will be able to create cards similar to AEIS' proprietary focused-use stored-value cards, which feature specific merchant redemption categories or offer clients the ability to customize a card's merchant mix. These cards go beyond the offerings of traditional stored-value cards, which fall into two categories: single-store cards (redeemable at only one brand of merchant) and universal cards (redeemable anywhere the brand of card, e.g. American Express, is accepted).

Companies that want to sell focused-use cards without becoming licensees may do so by reselling AEIS' cards.

"Focused-use cards are growing in popularity because they are the perfect solution for programs that seek to direct the participants' spend," said Hutson. "This process allows a company to play on a theme, such as with a home goods or dining out card, or construct countless custom merchant mixes. It offers tremendous opportunity to create just the right experience to fit any program or demographic. Because we want to increase marketplace proliferation of this type of card product, we think it's the right time to allow greater access to the patent."

For more information on the Primary Card or AEIS' patented filtering process, please call (888) 453-0150 or visit

AEIS provides business-to-business reward solutions including stored-value cards, American Express® Gift Cheques and a Web-based reward management tool. Its products address a broad array of applications such as employee reward and recognition, sales incentives and consumer promotions while helping clients drive consumer and employee behaviors, build loyalty and increase brand awareness. AEIS is headquartered in Fenton, Mo. For more information, please contact Bridget Westhoff, PR Manager, at (636) 226-2039, or

Contact Information

  • For more information, contact:
    Bridget Westhoff
    PR Manager
    email: Email Contact