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 Rewards at Your Fingertips The notion of receiving a tangible return for your loyalty to one company, product or service is only about a decade old. It began with “frequent flyer” plans designed to keep travelers choosing the same airline time after time. Nowadays, some rewards programs have grown far beyond air miles to include a wide variety of both travel and retail reward choices. Just as people learned to save up “miles” for a vacation trip or weekend getaway, the idea of more ways to redeem “reward points” has caught on. The latest thing in rewards programs allows cardmembers online access to information about their rewards accounts, and ways to use their computers to transfer or redeem their points. How to enroll in the Membership Rewards Program online: American Express Cardmembers who want to accumulate points by spending on eligible personal cards can enroll in the program right from their computers, simply by clicking on the icon at the top right corner of the Membership Rewards Web page. The program now has 100-plus partners, including 22 major domestic and international airlines, more than 25 hotels, four car rental companies and dozens of retailers – and the list continues to grow each day. As consumers have grown accustomed to dreaming of how to "spend" their rewards points, another element has been added to the rewards scene: a convenient way for Membership Rewards enrollees to keep track of Membership Rewards points. This includes the ability to review current point balances, scan through the points earned in the past, and the ability to transfer or redeem points right from the desktop. Shopping convenience with Membership Rewards: Traditionally, enrollees have used the mail or toll-free telephone number to redeem points. But now, they can also do it online – with a huge selection of rewards available with just the click of the mouse. They can redeem points for vacations, buy a piece of merchandise, redeem points for gift certificates from a well-known retailer, or even transfer points into favorite frequent flyer or frequent guest accounts. And, if an enrollee would like to use points to buy merchandise, they can do so. And because these features are online, they’re virtually always available, 24 hours a day, 7 days a week. Advice@American Express decided to see how redeeming online from the Membership Rewards site works. The first step is to browse through reward categories, and then select the desired point range. When you see the rewards you want, select a reward of your choice, then click “Order Now.” The Membership Rewards Web page contains other information for enrolled cardmembers such as “New Ways to Earn Points” and “Bonus Point Offers.” And the shopping advice is timely – this week, it offers a handy list of Mother’s Day gift suggestions with their Membership Rewards point values. May 9, 2002
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