‘Tech-wreck’ rather than ‘sock-shock’ for fathers

‘Tech-wreck’ rather than ‘sock-shock’ coming for Father’s Day? American Express says gadgets top list of treats for dad

Auckland, 1 September 2006 – If you don’t want to spoil your Father’s Day surprise read no further. If, however, you want a hint on what you might find delivered to your bedside on Sunday morning here’s the Top 10 list of items redeemed for the big day from a special Father’s Day promotion by American Express. If you’re content with a hint: tech gadgets are in…

The Top 10 Father’s Day items from American Express’s Membership Rewards programme: 1. Portable DVD player 2. i-Pod/MP3 player 3. i-Pod accessories 4. Jack Daniels gift box 5. Digital camera 6. BMW on-track driving experience 7. Magazine subscription – Top Gear 8. Wireless Weather Station (gives digital read-outs of indoor/outdoor temperature, humidity etc.) 9. Quality pen 10. Voucher (Noel Leeming/Farmers/Westfield)

American Express Country Manager Stephen Powell says every year more people are using loyalty programme points for treats particularly at extra special times of the year: Father’s Day and Mother’s Day, Valentines Day, Christmas, birthdays and anniversaries.

“It’s their ‘indulgence fund’, which is great,” Mr Powell said. “It’s their chance get something special for someone – even themselves – that they might not otherwise get. Membership Rewards takes the hassle out of the decision because thought has already gone into the range of goods and services on offer.”

Redemption rates spike in the led-up to occasions such as Father’s Day. Mr Powell said activity was up on last year, in part because of the special promotion, with millions of points redeemed.

“These are times when the Platinum concierge service also runs hot with request from our premium Cardmembers for help to do something extra special,” he said.

It’s not all about arranging fly-fishing or golf weekends, however. One call this year involved a special request for a consignment of fresh Dunkin’ Donuts to be delivered from Auckland to Wellington where the franchise doesn’t operate.

And some dads, wanting to avoid the ‘socks and ties’ scenario, are clearly happy to make a judgement call on their own worth – and treat themselves. One American Express Cardmember recently converted over two million points, and was assisted by the premium servicing team to use the points to buy a Ford Territory 4WD vehicle. He didn’t want it wrapped.

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