With the help of Big Data Analytics, American Express successfully stimulated overseas consumptions of high-end Chinese customers.
- High-end Tourist Targeting
- 3-stage Ad Delivery
- Revenue Growth
Chinese consumers made more than 55 trillion Yuan ($8.4 trillion USD) on card payment, and China is expected to be the largest card payment market in the world by 2020. The credit cards are widely used for local purchase, digital cross-border commerce, and purchases made while traveling abroad. To increase the number of card issued in China, American Express took a big step ahead of the market by promoting the overseas advantages of American Express credit cards.
360°Cross-border Mobile Marketing Solution
- Before Trip：Targeting the only 5% passport bearers in China with aims to increase brand awareness and encourage before-trip purchase, e.g. hotel booking and travel services.
- During Trip：Delivering offers from local merchants to lead tourists from online traffic to physical stores, and make purchases with American Express cards.
- After Trip：Identifying audience who have shown interest in American Express products in both before- and during-trip. Retargeting is implemented for continuous communication with the targeted audience.
Strategy : Identify Customers with Great Value
Tracking users’ mobile behaviors from their entire journey (before, during and after-trip) allows us to identify the potential customers with high purchasing power.
3-stage of Ad Delivery:
Before-, During-, After-trip
By multi-dimensionally analyzing mobile user behaviors, Vpon can deliver ads with high relevance at the right time, allowing a high degree of targeting and conversion rate.
- Before Trip :
Stimulate Travel Interest
- Creative: Hotel Offers
Target Audience: Passport Bearers
- During Trip :
Encourage Local Spending
- Creative: Cash Rebate Offer
Target Audience: Tourists
- After Trip :
Enhance Brand Loyalty
- Creative: Local Offer
Target Audience: Potential Card Owners
Utilizing Dashboard to Analyze Data & Get Insights
Vpon’s visualized dashboard provides instant supports to drive the best results and optimize the performance with real time data.
The cross-border marketing campaign successfully encourages tourists to purchase with American Express cards.