Since its launch in mid-2015, the Plenti coalition loyalty program has received a fair amount of press throughout the loyalty industry. Billed as the first coalition loyalty program in the U.S., Plenti has recently endured difficult times as several participating brands have opted to exit the coalition, leaving its future in doubt.
But, as many loyalty experts have questioned the viability of a coalition loyalty program in the U.S. due to Plenti’s vicissitudes, Fuel Rewards stands as a shining example of an American coalition....