#image_1 Since its debut in May 2014, American Express Co.'s OptBlue program has streamlined credit card payment and acceptance in the United States, gaining popularity with merchants, consumers and acquirers. The program provides small business establishments with an efficient, economical way to accept American Express® Cards 

"OptBlue is part of American Express' ongoing commitment to enhance the U.S. small merchant experience and is an evolution of our acquiring business," said Ed Jay, Executive Vice President, Merchant Services - Americas, American Express. "The program will help deliver a smart and easy solution for U.S. small merchants to enjoy the benefits of American Express® Card acceptance while making it convenient for consumers to Shop Small® year round."

With OptBlue, American Express payments are as speedy as all other payment card brands. OptBlue provides consumers with more payment options: 

<ul>
<li>Acquirers have the freedom to set their own Card acceptance pricing and fully support merchant customers.</li>
<li>Participating merchants have a single, consolidated statement for all cards and one customer service contact.</li>
</ul>
 
#h2Improve residual income

OptBlue gives merchant level salespeople (MLSs) access to a wider pool of eligible merchants than formerly provided by acquisition programs such as ESA and OnePoint. Merchants processing $1 million or less in American Express annual charge volume can enroll in OptBlue, according to program guidelines. Having access to a greater number of prospective merchant customers can help agents acquire more customers and boost residual income streams. 

American Express Card acceptance has traditionally delivered more revenue per purchase transaction compared to other general purpose credit cards. Simply put, American Express Card Members spend more, which in turn creates more revenue across the entire payments value chain. Additionally, American Express is committed to driving spend at participating OptBlue merchant locations through innovative marketing programs designed to delight merchants and cardholders and improve agents' residual revenue. 

#h2Boost customer acquisition, retention

OptBlue acquirers provide merchants with a seamless, all-in-one processing solution, with one processing contact, one merchant statement and one deposit to settle all payment card brands. The convenience of having a single access view for all credit card activity can help merchants maximize cash flow and improve back-end processes, accounting and reconciliation activities. 

The ability for processors and acquirers to set the price for American Express Card acceptance can improve opportunities for merchants to find rates that are right for their businesses.  

Following are ways that American Express resources and programs help merchants:

<ul>
<li>Improve profitability by attracting high-spending customers </li>
<li>Derive access to working capital through merchant financing programs</li>
<li>Attract and retain customers with free advertising, point-of-purchase display ads, marketing programs like Shop Small®, and being featured on the Shop Small® map</li>
<li>Stay competitive by using the knowledge center to track industry trends in ever-changing retail and hospitality markets</li>
</ul>

#h2Identify challenges

As with any marketing initiative, key learnings from early implementation can help American Express and partnering organizations identify challenges and work together to further refine OptBlue. Valuable feedback from participating agents has led to a deeper understanding of how to help merchants derive the full benefits of OptBlue and American Express Card acceptance. 

Despite the benefits and value proposition of American Express Card acceptance, some perceived obstacles may get in the way of merchants actively accepting and welcoming American Express Card Members. Reports from the field have helped refine the program, as agents and merchants share insights and experiences from OptBlue's early adoption phase. 

#h2<i>What gets in the way of merchant acceptance?</i>

Merchants may not fully understand or appreciate the differences between OptBlue and other American Express Card acceptance programs. Some may expect to be quoted traditionally higher rates based on industry, annual charge volume and average ticket. Others may not be aware of how seamlessly OptBlue blends American Express with other major card brands in a single merchant statement. 

Following are most commonly reported issues at merchant locations:

<ul>
<li>Merchants don't understand that the OptBlue Program addresses most of their objections to American Express Card acceptance (i.e. pricing, settlements, etc.) </li>
<li>Merchants aren't aware that they can accept American Express </li>
<li>POP is not displayed </li>
<li>Terminals are not enabled </li>
</ul>

#h2<i>What gets in the way of agent effectiveness?</i>

Agents who have explained OptBlue upfront during the merchant application process have reported higher acceptance rates. Others, who had admittedly rushed through merchant signing without fully explaining OptBlue benefits, reported lower American Express conversion rates.   

Here is some additional feedback on less effective approaches to new merchant acquisitions: 

<ul>
<li><span class='listHighlight'>Check-listing:</span> Some agents tried to bundle American Express Card Acceptance into a merchant services package, offering little explanation or discussion. If the merchant objected, a typical response might be to say, "it doesn't cost you anything, but you have it if someone wants to use it" or "taking AmEx is cheaper than taking some corporate Visa or premium cards."</li>
<li><span class='listHighlight'>Avoidance:</span>  Some agents may routinely ask merchants if they accept American Express. When the response is "no", they will move on rather than take additional time to figure out why the merchant doesn't accept and address their objections to sell acceptance. </li>
<li><span class='listHighlight'>Auto-Including:</span>  Some agents "automatically" include American Express in merchant applications, without ensuring that the merchant knows or wants to accept American Express. </li>
</ul> 

#h2Overcome challenges

Merchants frequently have preconceptions about American Express Card acceptance. Presenting the OptBlue program requires an up-front explanation of what has changed, particularly with regard to the new pricing structure and simplified, all-in-one solution. Here is a summary of best practices that can help remove barriers, enlighten merchants and maximize agent effectiveness: 

Explain what's changed about American Express Card Acceptance by pointing out the benefits of OptBlue:
<ul>
<li><span class='listHighlight'>New Pricing Structure</span> - Clarify merchant pricing under OptBlue to ensure complete understanding. Offering to review and analyze a merchant's statement can be a powerful consultative tool for MLSs, helping them provide concrete comparisons between new and incumbent payment processing systems. Incorporating OptBlue into a comparative analysis can also demonstrate the program's value, ease of use and return on investment. </li>
<li><span class='listHighlight'>Simplified, All-In-One Solution</span> - Explain that American Express can now be processed like other card brands with one statement, one deposit, and one customer service contact.</li>
</ul>

Ensure that the merchant is aware that they are set-up to accept American Express Cards:
<ul>
<li><span class='listHighlight'>Confirm American Express Card Acceptance</span> - When speaking with a new merchant prospect, be sure to bring up American Express separately and make sure they agree to accept the Card.</li>
<li><span class='listHighlight'>Follow up and Follow Through</span> - For existing merchants that are enabled on American Express, be sure to follow-up with them via phone or email to explain that they can start accepting American Express Cards and what that means for them.</li>
</ul>

Provide American Express Signage to your merchants and have them add it to their door, register, and website to welcome new potential customers. You and your merchants can order signage directly from American Express at <a href='http://americanexpress.com/fulfillment' target='_blank'>americanexpress.com/fulfillment</a>.  

Test out the merchant's terminal to ensure that everything is working properly and that they have no issues processing American Express Cards.  

#h2Maximize revenue potential 

American Express is committed to the success of MLSs and offers an array of resources and tools designed to maximize sales effectiveness and earnings potential. Participating agents can leverage the following available products and services:

<ul>
<li><span class='listHighlight'>Virtual Playbook:</span> This playbook provides all the need-to-know basics, including messaging principles, solution overview, ideal merchant profile, trends and insights, buyer challenges and insights, how to conduct an executive conversation and how to leverage your story.</li>
<li><span class='listHighlight'>OptBlue Sales Certification Training:</span> This 50-minute e-learning course has 4 modules. It includes videos, knowledge checks, and key takeaways to help agents and ISOs demonstrate the value that American Express Card acceptance can bring to their merchants. Training includes tips on how to position the value of American Express to small merchants, with a section on how to manage frequently asked questions and objections. Approved for one (1) ETA CPP Continuing Education credit.</li>
<li><span class='listHighlight'>OptBlue Job Aids:</span> A set of Quick Reference Guides, Point of Purchase displays, signage, and marketing collateral is specifically designed to help small merchants attract American Express Card Members and meet Payment Card Industry signage requirements.</li> 
</ul>
 
#h2American Express 2.0

American Express thanks MLSs, ISOs, acquirers and payments industry stakeholders who have helped make OptBlue an unprecedented success. We value your energy, creativity and commitment and look forward to our continuing collaboration. Together, we can take the program to even greater heights, helping small merchant customers across the United States realize the benefits and profits of American Express Card acceptance. 
