American Express has announced Plenti - calling it "the first U.S.-based coalition loyalty program."
AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu are joining with American Express to launch the program where consumers can earn and use Plenti points for purchasing a wide range of products, regardless of the payment method consumers choose to use. Amex said the program will officially launch this spring and is expected to include more brands in additional categories.
Recent research indicates that nearly three-quarters (72 percent) of Americans say they would prefer a rewards program that allows them to shop at many stores versus a single brand. Plenti is designed to address that need, giving consumers options to earn points and additional value through special offers and product discounts. Plenti will be free to join, and consumers can earn points and discounts using any form of payment accepted by the participating brands, including cash, prepaid and any debit, charge or credit card.
“This is a perfect time for a coalition loyalty program in the U.S., as online marketing becomes more efficient and American consumers become more accustomed to rewards programs, special offers and discounts,” said Ed Gilligan, president at American Express. “With American Express’ deep experience with the Membership Rewards® program and acquisition of Loyalty Partner in 2011, we are the right company to operate a loyalty program of this scale, involving such celebrated brands.”
For more information, visit: www.plenti.com.