• Brandweek, Friday, November 10, 2006 11:30 AM

American Express opened a Members Lounge at The Mall at Short Hills in Short Hills, N.J. this week, where card members can reinvigorate themselves with snacks, a coat check, a private restroom, couches, free gift-wrap services, iPod and cell phone charging stations, and an e-mail station. They also have access to discounts on featured Membership Rewards merchandise and are able to buy American Express gift cards.

"For today's consumers, the experience of shopping is just as important as the act of shopping," says Ralph Andretta, American Express's senior vice president, membership rewards. Access is restricted to cardholders, but exhausted shoppers desiring immediate access can apply on-site for a card.

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