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Tag: CustomerLoyalty

  • American Express’s “Small Business Saturday”: A $19 Billion Movement

    Introduction In the wake of economic downturns, businesses often look for innovative ways to sustain themselves. American Express (AMEX) leveraged this necessity by launching “Small Business Saturday” (SBS) in 2010, strategically positioned between Black Friday and Cyber Monday. What started as a public relations campaign evolved into a movement generating billions in revenue. This case…