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New Cross-Brand Loyalty Program "Plenti" Will Launch in May 2015

submitted on March 18, 2015 by HouTex in "Stores / Merchants"
In May, American Express will launch a new loyalty program called Plenti, starting with seven major brands. Anyone can sign up for free to earn and redeem reward points at Rite Aid, Macy's, Exxon Mobil, AT&T, Nationwide, Hulu, and Direct Energy. They are planning to add a national restaurant chain, a grocer and a do-it-yourself retailer. This is similar to popular programs already in place in Europe.
Consumers will be able to earn and redeem points on the Plenti program, launching sometime in May, with any of these brands. Buying a pair of shoes at Macy's will give you points you could use toward your AT&T bill; buying a tank of gas will help earn cash toward your next insurance payment.

The program is not connected to a credit card, and there is no cost sign up. Customers can use any payment method they want.

American Express hopes to bring more brands on board, though they would be in industries that aren't represented yet, such as food, autos or airlines. The program won't have competing brands from the same industry.

Each brand will operate the program slightly differently in conjunction with already existing loyalty programs, and each has the freedom to decide how many points to reward per dollar spent. But one point will equal 1 cent. Customers have to acquire $2 worth of points before they can start redeeming them.

Rite Aid will roll its Wellness Plus program into Plenti, issuing new loyalty cards to its 25 million current members. Customers will be able to earn Plenti points on certain promoted products, though they will still get Wellness Plus points on every purchase. Wellness Plus points go toward earning elevated member status, such as getting 20% off all year after a certain amount of spending. Plenti points will be redeemable as cash toward a purchase.

Macy's will continue operating its Star Rewards credit card program — about half of its customers are members — in addition to Plenti.

  • 219999
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    Posted by mdshopper1 on June 24, 2015
    [reply] 1 0
    has anyone joined yet?
    i joined when i picked up a card at EXXON. i linked my ATT account and they said if i link my accounts and i receive my ATT bill electronically i get points every month. i also used it when i bought some items at macys.
    • HouTex
      Posted by HouTex on June 29, 2015 [reply] 0 0
      I did, but I'm disappointed to see that no additional retailers have been added yet.
  • 220182
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    Posted by CouponNut on June 30, 2015
    [reply] 1 0
    I traded in my Rite Aid Wellness card for this and they actually took my Wellness card too!
    Looks like a great rewards card, I registered it online.

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