American Express Co. is getting help from cardholders as it refines its youth-targeted Zync card.
Amex began testing the card in December. A spokeswoman said this is the first time the company has directly sought consumer input to develop a new charge product.
"Throughout the beta phase, we will work closely with our online community of beta cardmembers — called the Zync Tank — to gather feedback and ideas about the card on an ongoing basis, which will be applied in our marketing efforts," the spokeswoman said last week.
Amex is promoting the card through direct mail and online banner ads. It expects to expand those efforts as it gets closer to the product's official launch, which is expected in the first half of this year.
Amex wants to target the Zync card to people in their 20s. It has pegged that group's buying power at $625 billion a year.
"Zync aims to give 20-somethings financial freedom, while also putting them in command of their money," the spokeswoman said. "They are savvy spenders who look for products and services that fit their lifestyle."
The Zync card carries a $25 annual fee and offers four rewards programs.
The Eco program offers double points on purchases with "green" partners, has a concierge service for select vendors, offers a 25% discount to users redeeming points for environment-friendly merchandise and offers a carbon offset on purchases.
The Go program includes double rewards points on airfare, lost-wallet protection, passport protection and travel offers.
The Connect program offers double points when people use Zync to pay for mobile phones and cable services, and a 25% discount when redeeming points for a mobile phone.
The Social program offers double rewards points for restaurants, concert or theater tickets and a weekly newsletter with advance ticket sales.