Anything For You All: [CHART] Rising digital acquisitions bode well for Amex

Rabu, 28 Maret 2018

[CHART] Rising digital acquisitions bode well for Amex

NEW CHART & DATA: PAYMENTS

Rising digital acquisitions bode well for Amex…

At its annual Investor Day, held late last week, Amex noted that it's seeing particular success in digital-based customer acquisitions, signaling shifting consumer habits and substantial payoff from a ramp-up in digital marketing.

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Here are some other key points from this chart:

Seventy-one percent of Amex billed business was acquired from digital channels in 2017. That figure, defined as "new spend acquired from mobile, tablet, or web rather than phone or direct mail," is up from 60% in 2015.
As Amex looks to new customers to reinvigorate its business, millennials have been a key target.
Digital initiatives are effective at attracting this generation. Thirty-six percent of the firm's total customer acquisitions were millennials in 2017.
And that could help Amex grow in a lucrative way. As the firm's digital investments continue to successfully attract this segment, it could begin to see increased spend from millennials as they continue to engage with Amex's other digital tools, like its mobile app, various installment payment options, concierge service, and more.

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