American Express Announces Coalition Loyalty Program with Retailers

American Express announced a new coalition loyalty program, called Plenti. Macy’s, Rite Aid, ExxonMobil and other major companies are joining American Express for this new  offering not previously available to U.S. shoppers.

Shoppers can earn points when they make purchases with participating retailers, and then those points are good for savings at all of those stores. A customer could purchase a cream and lipstick at Rite Aid and then redeem those points to get savings when buying a dress at Macy’s. They can get points paying a cell phone bill with AT&T and then get a discount at their ExxonMobil gas station.

Participating companies believe this will be more attractive to consumers because it is flexible. Although the Plenti program will be operated by American Express, shoppers can use any form of payment as they earn or redeem their points.

American Express is selecting only one participant in every industry; there will not be multiple department stores or gas stations. Retailers will not get access to one another’s consumer data. If a consumer purchases an item at Rite Aid, Macy’s will not know about that purchase. Each participating brand will have control over how consumers accumulate points in their stores.

“Consumers today are busy and smart. They know good value, and they want to be rewarded for the dollars they spend day-in and day-out at their favorite stores,” said Martine Reardon, chief marketing officer at Macy’s. “Plenti will offer customers everyday opportunity to earn and to redeem those points with much more choice.”

Resource: Washington Post