American Express wants to steer where you shop, not just how you pay

American Express wants a say in where you shop, not only in how you pay. That is the word from Retail Insider, which reports that the card company is moving beyond payments to influence the stores and brands consumers choose.

Why a card company can do this

Card companies see a lot of spending. Every swipe or tap leaves a record of what was bought and where. That detailed data is what makes this kind of steering possible, because a company that knows where its customers already spend can guess where to nudge them next.

What it could look like

The material does not spell out specific programs. The likely result is more card offers and perks tied to certain stores and brands. A discount, a bonus reward or a limited-time deal could all be ways to point you toward one retailer over another.

What is not known yet

The full article was not available, so key details are unclear. It is not known which retailers are involved, when any new offers start, or how much of a cardholder's data is used. Amex has not been quoted here on how the plan works.

What to do

• Read the terms of any store offer on your card before you use it.
• Ask whether you would have bought the item anyway.
• Compare the deal with the regular price elsewhere.
• Do not let a small reward push you into spending more.