Consumers have shown an obvious affinity for Groupon and its hundreds of copycats, but lost amidst their buzz is the notion that daily deals as we currently know them might not be the end-game for targeted local consumer marketing. The recent announcement of a partnership between American Express and Facebook to create “Link, Like, Love,” a deal-driven spending platform which takes advantage of the credit card company’s extensive customer base and purchase tracking capabilities as well as the social media giant’s unique reach into the lives of consumers, highlights the potential credit card companies have to change the game significantly. But, in the end, do credit card companies really have what it takes to be Groupon killers?
On Tuesday, American Express and Facebook launched Link, Like, Love and immediately became a serious contender to popular daily deal providers like Groupon and Living Social. The joint partnership allows consumers to link their American Express credit cards to their Facebook accounts and immediately access a virtual treasure trove of deals from leading national retailers and travel providers, including H&M, Dunkin’ Donuts, Sports Authority, Sheraton, Westin, Celebrity Cruises and Travelocity. Small businesses can also load their own deals through the service’s self-serve feature. Consumers simply select deals to load onto their Amex accounts, purchase the goods or services advertised, and automatically receive a statement credit.