If for argument sake you have been shopping at Woolworths once a week for the last few years and all of sudden you shop at Coles and Woolworths on alternate days then this would be classed as abuse. .
With the greatest respect....this is not at all correct.
1/ The last few times I have shopped at Chadstone Shopping Centre I am greeted with a plasma screen with an Amex ad on it extolling me to now by my milk ( a daily item) on Amex.
In the newspapers there are similar adds. The postcard that they sent me for this promo has a coffee cup on it!!!!!! So all of a sudden YES I am buying coffee from businesses that accept Amex to pay for a cup of coffee and most are businesses where I have either not bought from before, or where I would have used cash.
2/ New stores open. ie at Chadstone they have just opened a new food centre which includes I think Victoria's first Woolworths Grocery store (only Safeways up to now in Vic). It has just opened and I now shop there every second or third day. It was not there to shop at pre-promo!!!
3/ Near my work there are Safeways and Coles Supermarkets.
The local cake shop does not take Amex and I would pay cash. Most times in the past if buying my lunch I would buy it from the Cake shop. I now buy lunch (food or drink) from these Supermarkets.
Similarly I now buy morning tea etc from places that take Amex.
Amex has promoted to me to do this...and I have. If they try and state that this is abuse I will certainly be contacting the ACCC etc for false advertising.
Not everyone in marketing is stupid and most analyst/programmers are actually quite smart and can suggest ways for the company to monitor transactions.
Personally I do not care if they are stupid or bright...Amex has put a set of rules into play and as long as I adhere to them I expect them to honour what they have promised.
The Bonus promo is but a small slice of a HUGE push by Amex at present to get people using Amex MORE and for SMALLER purchases.
Past patterns of spend are quite frankly completely irrelevant.
The current advertising of which the promo is but a small slice is all about changing patterns of spend on the card.
INDEED....this promotion and advertising is quite clearly one aimed at increasing use of the Amex Card...making more transactions.
Increased use therefore cannot in itself be termed abuse...as it was actually quite clearly a goal of this whole campaign.
Just think about what this campaign is called...
"Everyday". Amex wanted me to spend everyday and I am.
But yes visiting Woolworths
a dozen times in one day may have them terming it abuse.
Visiting Woolworths everyday..or every second day quite clearly cannot be. After all I am just doing what they promoted...buying
everyday....and am now also using it instead of cash...as they promoted!!!