American Airlines will unveil a newly redesigned AAdvantage eShoppingSM mall, www.aa.com/eshopping a Web site designed to make earning miles easier with a customized online shopping experience.
The Web site was re-designed based on research, as well as customer and employee feedback.  Enhancements to the AAdvantage eShopping mall include a personalized account option that allows AAdvantage members to choose their favorite merchants, view an award history section and previously visited merchants panel, and set preferences for mall communications.  In addition, the new product search tool gives customers the opportunity to find products across merchants with a single query, allowing for price-comparison shopping.
“According to our research, 75 percent of AAdvantage® members shop online in order to compare prices and products,” said Kurt Stache, President - AAdvantage Marketing Programs.  “With the new design, we are able to provide a customized online shopping experience that gives our customers the opportunity to comparison shop while earning AAdvantage miles.” 
To celebrate the site redesign, American Airlines is launching a bonus miles promotion for all AAdvantage members from now through June 14.  AAdvantage members can earn up to 1,000 AAdvantage bonus miles from their total purchases at the AAdvantage eShopping mall.  New site users will earn 500 bonus miles with purchases totaling more than $150.  Returning site users will earn 1,000 bonus miles when spending more than $500 across all merchants in the mall.
At the AAdvantage eShopping mall, customers have access to more than 200 top merchants and the latest AAdvantage bonus mileage offers.  Brand name retailers on the site include Target.com, Barnes & Noble.com, Circuit City, Restoration Hardware, Apple Store, and RedEnvelope featuring the same prices as individual merchant Web sites.

Customers can also take advantage of a new feature which provides the latest coupons and promotions from AAdvantage eShopping mall merchants.  For the first time ever, members will earn AAdvantage miles and receive a discount. 
These enhancements to the AAdvantage eShopping Web site follow the redesign of the American Airlines AAdvantage award booking process. In February, American implemented significant changes to its online award booking capabilities. The new industry-leading AAdvantage booking tool on AA.com provides easier planning and award booking, including a calendar view of redeemable award travel for a time period two weeks before and after a selected date. These improvements represent American’s strategic investment in services and technologies that enhance the overall customer experience.
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