AT&T, ExxonMobil, Macy's, Nationwide, Rite Aid, Direct Energy and Hulu are joining with American Express to launch Plenti, which is billed as, "the first U.S.-based coalition loyalty program with well-known brands where consumers can earn and use Plenti points for purchasing a wide range of products, regardless of the payment method consumers choose to use."

The program will officially launch this spring and is expected to include more brands in additional categories. However, Fortune reports that new members will not include any direct competitor to any of the coalition members. "Each participant gets the right to be sole company of its kind in the group," Fortune reports.

MarketWatch.com reports that Plenti's merchant partners will pay it a flat fee and additional fees based on certain performance metrics.

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.

Every 1,000 points will translate to at least $10 in savings, and Plenti members can earn points faster by activating special promotional offers across participating brands or through Plenti's online offer center and online marketplace.

"Registered Plenti members will have a single Plenti card — or a digital version that resides on their smartphone. They can also enter their telephone number on the PIN pad at the time of purchase," the New York Times reports

US Loyalty, a division of American Express that will serve as the operator of Plenti, will issue the rewards and oversee the centralized marketing activities for the program in collaboration with the founding companies. In addition, US Loyalty will be responsible for securely managing consumer data collected through Plenti.

Tags:
Direct Energy   Rewards Programs   Loyalty Programs  

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