American Express Co. will be discontinuing its Deals and Offers program on the Serve digital wallet on August 12.

“We evaluated customer feedback from the Deals and Offers pilot and have decided to test new services to better meet our customers' needs,” says Charlotte Fuller, a spokeswoman for Amex. “We will honor all active deals or offers until the end of their redemption periods.”

Amex would not give further details on its plans. The card network informed Serve customers of the discontinuation earlier this month.

While Amex is eliminating Deals and Offers for Serve users, the card network has several other incentive features, including the Link, Like, Love application on Facebook, that allows Amex to send customized offers based on user preferences.  Amex also posts offers to Twitter and other social media, allowing customers to make purchases by posting responses from their own accounts.

Offers, deals and loyalty are often considered an important part of digital and mobile wallet strategies. Larger companies are tapping into coupons and rewards and startups are offering analytics to make sense of customer data. Many of these companies are also tracking social media data in an effort to customize offers.

After August 12, Amex customers will be unable to view Deals and Offers on the Serve mobile app and at Serve.com. Vouchers that have not expired will remain valid, but will only be accessible by calling Amex Serve customer service, so the company is asking customers to save or print their vouchers.

Sean Sposito contributed reporting to this article.

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