Plenti coalition loyalty scheme launches in US

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By: Wise Marketer Staff |

Posted on May 14, 2015

Plenti coalition loyalty scheme launches in US

In the US, the new nationwide coalition loyalty programme, Plenti, has been launched allowing consumers to register either online at or at thousands of partner retail locations across the country, including AT&T, Exxon, Macy's, Mobil, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu.

Plenti, which is operated by American Express (which is also behind the Payback loyalty coalition in Europe), offers members numerous ways to earn points and save on the things they already shop for every day, regardless of the payment method used.

Signing up for Plenti is free and there is no limit to the number of points a member can earn. And unlike most everyday spend rewards programmes, where users only have a brief window of time to use the reward before it expires, Plenti gives members at least two years to use their points.

To sign up for Plenti, consumers can visit participating partner locations, or download the Plenti mobile app, which is available at both the Apple App Store and Google Play.

Consumers who start to sign up at partner stores must finish signing up online to ensure they can receive relevant offers and use points at checkout after earning a minimum of 200 points. Plenti members can also track points easily on their receipts at checkout, or the Plenti mobile app.

Plenti of Savings Plenti members can use any form of payment that the partner accepts at checkout - cash, credit, debit or prepaid. This means that if they have a card product with other rewards benefits, they'll earn those rewards in addition to the points collected through Plenti.

Plenti members who use the featured welcome offers could earn at least 10,000 Plenti points, which is equal to at least US$100 in savings. Welcome offers include:

  • Earn 5,000 Plenti points after signing up for a new line of AT&T wireless service on a post-paid smartphone or other eligible phone.  
  • Earn 200 points after buying at least 10 gallons of fuel in a single visit at a participating Exxon- or Mobil-branded service station.  
  • Earn 1,000 points on a US$100 purchase of sunglasses at Macy's or  
  • Earn 1 point for every US$3 paid of eligible auto and property insurance premiums from Nationwide.  
  • Earn 1,000 points after spending US$50 on eligible purchases in a single transaction at Rite Aid or

Members will also be able to earn points on grocery, health and personal items by linking their eligible supermarket store loyalty cards to Plenti. Once Plenti members have linked a store card, they can browse and activate promotional offers that can be redeemed at over 13,000 supermarket and Rite Aid locations, representing more than 75 retail chains.

The Plenti Online Marketplace is another website destination for Plenti customers looking to boost points at hundreds of online retailers. To access the Online Marketplace, Plenti members must be logged into their Plenti account. Once logged in, customers can browse and select the online store where they would like to shop and they will be directed to that retailer's website where they can earn Plenti points for their eligible purchase.

American Express and Plenti have also announced a no-annual-fee credit card through which card members can earn 1 Plenti point for every eligible US$1 spent on the card, in addition to the Plenti points earned from the Plenti rewards programme.

Plenti will also become the newest partner in the Membership Rewards points transfer programme from American Express. Card members enrolled in the Membership Rewards programme can transfer Membership Rewards points into Plenti points in increments of 500 points, which will equal 400 Plenti points. The Membership Rewards programme from American Express offers more than a million reward options from more than 500 brands. The programme allows Card Members to earn one point for virtually every dollar charged on eligible, enrolled American Express Cards, with many opportunities to earn points faster. Membership Rewards points are redeemable in a wide selection of reward categories. There is no limit on the number of Membership Rewards points a Card Member can earn.

Plenti is run by US Loyalty, a division of American Express. In 2011, American Express acquired Loyalty Partner GmbH which operates three subsidiaries including Payback, which manages coalition loyalty programmes in Germany, Italy, Poland, India and Mexico.

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