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American Express Debuts the Plenti Coalition Loyalty Card

American Express today launches Plenti, a coalition loyalty program whose participating brands include AT&T, Macy’s, Nationwide, and Rite Aid. Consumers can sign up for free at plenti.com and earn points using any form of payment partners accept at checkout. As a point of difference from other loyalty programs, Plenti promotes the fact that its points remain active for two years.

American Express purports Plenti to be the U.S.’s first broad-based coalition loyalty program, akin to the Payback program the company runs in Germany, Italy, India, Mexico, and Poland. An estimated two thirds of Canadian households participate in LoyaltyOne’s Air Miles program, which distributes points for purchases made with more than 100 partners. LoyaltyOne is a unit of Alliance Data.

With the Plenti card, AT&T customers earn one point for every dollar spent on merchandise or monthly wireless bills. Macy’s customers earn the same value for every dollar spent using a Macy’s credit card, and Nationwide policy holders get a point for every $3 paid in auto and property insurance premiums. Most partners also distribute points through special offers.

Points can be redeemed when purchasing products from any Plenti partner. American Express states that 1,000 points translate into at least $10 in savings. Members can also redeem points at hundreds of online retailers via the Plenti Online Marketplace.

American Express is also introducing a no-annual-fee Plenti credit card through which members of the loyalty program earn a point for every dollar charged.

ExxonMobil, Direct Energy, Enterprise Rent-A-Car, and Hulu round out the field of inaugural Plenti partners.

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