American Express Co.'s latest effort to let cardholders tailor their young-adult-themed Zync card benefits is compatible with a general trend toward customization to build loyalty.

Moreover, Amex's move probably will graduate those cardholders to higher-fee cards, said Megan Bramlette, a managing director of Auriemma Consulting Group.

"I don't think Amex is imagining that this is going to change their core business," she said, "but it's one more product they can add to their toolkit to graduate people from the Zync card to higher-end charge products."

Amex announced Nov. 17 the addition of four card-benefit "packs" for the Zync charge card tailored to specific cardholder interests and spending habits. The packs, which supply relative discounts, special benefits and bonus Membership Rewards points, have art, health and fitness, spas and Las Vegas as their themes.

The four new packs were added to 10 existing ones that offer benefits and discounts in such areas as charitable giving, travel, music, fashion and food and wine. Amex launched the Zync card in January.

"This strategy is really well-aligned with the market Amex is going after — the young-adult market under 40 years old," said Bramlette. "These are people who want to be empowered to customize their personal solutions to everything, from the way they dine or make payments or shop. Everyone [in this group] wants a customized solution that fits them."

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