Plenti, the new loyalty program just announced by American Express, is touting itself as the “first U.S.-based coalition loyalty program.” For those who have been involved in the loyalty marketing world for more than a few years, there’s something oddly familiar about what Plenti is offering.
First, what is a coalition program? Typically, it’s a program that brings together well-known brands under a single currency that members can earn – and burn – on....