A new chapter for American loyalty programs has just been opened. Plenti, the very first coalition loyalty program of its kind in the U.S., is finally here.
Officially launched Monday by American Express, Plenti promises to offer a host of customer experiences that almost all Americans purport to want. That is, an abundance of choice and a desire for simplicity.
Plenti is unique to American brands in that it marks the first time consumers in this country will be able to earn points through a variety of purchases across numerous industries. Unparalleled in its ease and convenience, Plenti will, for example, allow consumers that earn points on fuel purchases at Exxon Mobile, to use those points for discounts on food or cosmetic items at Rite Aid.
“It will really be the first time where U.S. consumers, on a single program, can take the rewards they've earned in one industry and take it to another,” said Abeer Bhatia, chief executive of US Loyalty at American Express.
In addition to Rite Aid and Exxon, several other major U.S. brands including AT&T, Macy’s, Nationwide, Direct Energy, and Hulu.com are already members of the coalition. Enterprise Rent-A-Car, which also includes Alamo and National, will soon be joining as well.
American Express also expects even more partners to join in the near future. And while American Express is acting as the program’s central financial hub, Plenti members do not need an American Express card to participate and they can join the program for free.
Plenti is a response to years of customer feedback that has determined that many past loyalty programs have been too limited and constricting. Customers have been clamoring for a loyalty program that rewards them for a variety of everyday spend purchases, which is exactly what Plenti provides.
Every transaction at any participating brand in the Plenti network will accrue “Plenti Points.” What’s more, 1,000 Plenti Points can then be redeemed for $10 discounts at any participating brand, regardless of where or how those points were earned. These points will also be valid for up to two years.
Such coalition loyalty programs, which are already successful across Europe, are also beneficial to the participating brands as well. In addition to the cross-promotional opportunities that can introduce brands to a host of new consumers, Plenti will also for the sharing of aggregated transaction customer data, which will help Plenti partners better meet and serve the needs of their consumers going forward.