American Express Teams With Leading Brands to Launch Plenti
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American Express is teaming up with marketers to launch Plenti, a loyalty program that allows shoppers to earn and redeem rewards points across various brands. The loyalty coalition program — one of the first in the U.S. — is slated to roll out nationwide in May with a roster that includes AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu.
Plenti differs from American Express’s other rewards programs in that it’s not tied to a credit card. It is free to join and works with all accepted payment networks, including rivals MasterCard and Visa. Consumers can even use cash. The company sought out major brands in different industries to build credibility and establish a wide footprint for the program.
“Only a few companies have the mindset and the willingness to do something as complicated and as complex as this,” said Abeer Bhatia, exec VP-CEO of U.S. Loyalty at AmEx, adding that the effort is two years in the making. “We’re very fortunate to have these guys join.”
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