Global payment system American Express announced on Tuesday it would launch a “Door to Shop Small” augmented reality (AR) campaign.
To commemorate its 14th annual Small Business Saturday event on 25 November this year, AmEx will roll out its AR experience to those purchasing $50 or more on eligible cards across the United States.
Users must buy from US retailers on the Shop Small Map and online directory provided for their cards. They will then receive a one-time $5 USD credit on their statement, along with the immersive experience.
The novel experience will activate from physical blue door frame installations placed at Chicago’s Magnificent Mile (Pioneer Court), Los Angeles’ Westfield Century City, and New York City’s Gansevoort Plaza, located at NYC’s Meatpacking District.
Using QR codes on the doors, passersby can access the digital AR content to receive tailored products from a catalogue of small businesses. Some of the top featured ones include Cadence, Courant, Paper Shoot Camera, Gray Malin, Terminal B, Made In, Silked, SKNMUSE, Little Words Project, and Cut + Clarity.
Elizabeth Rutledge, Chief Marketing Officer, American Express, explained that her company had remained a “long-time advocate for small businesses” and worked with them to “deeply understand them and meet their evolving needs.”
She explained further,
“We also understand the impact shopping small has on supporting local communities through our annual Small Business Saturday and year-round Shop Small campaigns. We hope Small Business Saturday and this year’s interactive experience excite and engage shoppers across the country during the kickoff to the important holiday shopping season”
Celebrating its 14th instalment, Small Business Saturday remains dedicated to backing diverse local businesses across the United States. This helps to boost locally-driven economies, leading to job creation, the overall health of the global economy, and providing vibrant activities across US neighbourhoods.
With the Shop Small initiative, American Express aims to continue building an ecosystem of sustainable shopping by routing customers to local stores across the country.
American Express Study on Small Businesses
The news comes after the payment systems giant released statistics from its 2023 American Express Shop Small Impact Study on Tuesday.
In the research, AmEx noted key reasons for shopping at small retailers. It also highlighted some of the latest updates in events linked to business owners, consumers, and other key data ahead of Small Business Saturday.
According to the findings, 88 percent of small business owners said that they needed customers to support them in their communities due to ongoing economic conditions.
Also, roughly 55 percent of small business owners expect the Small Business Saturday event will contribute significantly to their respective enterprise’s total holiday sales in 2023.
Furthermore, 78 percent of customers surveyed stated they would support local neighbourhood shops and back the Shop Small movement, adding they are essential to the well-being of the community.
The report comes as American Express aims to contribute roughly $100 billion USD in consumer spending to small businesses and enterprises between 2021 and 2025.
Additionally, the company’s Small Business Saturday has raked in around $184 billion USD for small businesses on average for each Small Business Saturday. This trend has continued since its inception in 2010.
Finally, American Express backs small and medium enterprises with its Shop Small Resource Hub, providing free marketing tools and advice for boosting profitability for such enterprises.
Business solutions for this year’s event will include Mood Media, Press Hook, and Close. Additionally, Business Class will provide free resources and content for small companies with AmEx card memberships along with social media tips, retail trends, and a dedicated Business Class Resources for Retailers hub.
Card Payment Systems and Digital Developers
The news comes after similar initiatives for card payment companies launched last year.
For example, Visa began to back creators of non-fungible tokens (NFTs), leading to greater adoption rates of Web3 technologies and creative content via its Visa Creator Programme.
Also, OpenSea, one of the world’s largest NFT marketplaces, integrated credit card payments to allow those without cryptocurrency wallets to buy digital assets.
OpenSea’s MoonPay platform opened sales from cardholders of Visa, MasterCard, and American Express accounts, as well as those on Google and Apple Pay.
