American Express Launches Loyalty Program with Macy’s, Other Brands

by Harry Sheff

American Express is launching a loyalty program called Plenti with a diverse group of retailers and companies, including Macy’s, AT&T, ExxonMobil, Nationwide Insurance, Rite Aid drugstores, Direct Energy and Hulu. The financial services giant describes Plenti as a coalition loyalty program, and says that points earned can be used to buy products across the participating brands. American Express says more brands will be announced later.

A screenshot of Plenti's website
A screenshot of Plenti’s website

Plenti points will work independent of American Express credit cards, which means they can be earned no matter what payment method is used. The program will be free to join. American Express says that 1,000 points will equal “at least $10 in savings.”

American Express gives the following example of how the program will work: “Earn Plenti points when buying a tank of fuel at a participating Exxon- or Mobil-branded service station and use the points for savings toward a pair of shoes at Macy’s or”

“This is a perfect time for a coalition loyalty program in the U.S., as online marketing becomes more efficient and American consumers become more accustomed to rewards programs, special offers and discounts,” said American Express president Ed Gilligan “With American Express’ deep experience with the Membership Rewards program and acquisition of Loyalty Partner in 2011, we are the right company to operate a loyalty program of this scale, involving such celebrated brands.”

Plenti will be operated by American Express’s US Loyalty division. US Loyalty will manage the consumer data collected through Plenti.