American Express (AmEx) is set to launch a new multi-business customer loyalty program, called Plenti, in the US that works regardless of how shoppers pay.
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Scheduled to launch in May this year, the free program will allow shoppers at select retailers earn points that they can use toward future purchases at Macy’s, Exxon Mobil, AT&T and other participating companies.
Operated by US Loyalty, a unit of American Express, the program will enable users to earn and redeem rewards points at any participating company, rather than being limited to one brand.
Consumers will be able to earn points regardless of the type of payment they use, whether it’s a MasterCard or Visa credit or debit card, or even cash.
The other members of the Plenti alliance include online video service Hulu, utility company Direct Energy and insurer Nationwide. Financial terms between American Express and its partner companies were not disclosed.
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By GlobalDataAs part of the program, all items sold by the retailers are not eligible for discounts including tobacco and lottery tickets at Exxon Mobil gas stations and prescription drugs at Rite Aid.
Also, the program allows users to earn more points from promotional offers, which the companies plan to launch from time to time.
Moreover, American Express is also planning to launch a Plenti-branded credit card that will allow users gain additional points.
Under the plenty program, customer can use 1,000 Plenti points to get a $10 discount on the purchase.
US Loyalty CEO Abeer Bhatia said: "For every dollar you spend you’re going to get a point on the credit card, plus whatever you get from that merchant."
