NEW YORK--(BUSINESS WIRE)--AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu are joining with American Express to launch Plenti, the first U.S.-based coalition loyalty program with well-known brands where consumers can earn and use Plenti points for purchasing a wide range of products, regardless of the payment method consumers choose to use. The program will officially launch this spring and is expected to include more brands in additional categories.
Recent research indicates that nearly three-quarters (72 percent) of Americans say they would prefer a rewards program that allows them to shop at many stores versus a single brand1. Plenti is designed to address that need, giving consumers options to earn points and additional value through special offers and product discounts. Plenti will be free to join, and consumers can earn points and discounts using any form of payment accepted by the participating brands, including cash, prepaid and any debit, charge or credit card.
Benefits for Consumers
Plenti offers multiple ways for consumers to earn points:
- Earn Plenti points when buying a tank of fuel at a participating Exxon- or Mobil-branded service station and use the points for savings toward a pair of shoes at Macy’s or macys.com.
- Earn Plenti points when signing up for qualifying wireless services at AT&T, or for eligible charges on AT&T wireless bills.
- Earn Plenti points for eligible Nationwide auto or property insurance.
- Earn Plenti points by taking advantage of special offers on a wide range of beauty, health and wellness and everyday items at Rite Aid.
Every 1,000 points will translate to at least $10 in savings, and Plenti members can earn points faster by activating special promotional offers across participating brands or through Plenti’s online offer center and online marketplace.
“This is a perfect time for a coalition loyalty program in the U.S., as online marketing becomes more efficient and American consumers become more accustomed to rewards programs, special offers and discounts,” said Ed Gilligan, president at American Express. “With American Express’ deep experience with the Membership Rewards® program and acquisition of Loyalty Partner in 2011, we are the right company to operate a loyalty program of this scale, involving such celebrated brands.”
Background on US Loyalty
US Loyalty is a division of American Express that will serve as the operator of Plenti, and will issue the rewards and oversee the centralized marketing activities for the program in collaboration with the founding companies. In addition, US Loyalty will be responsible for securely managing consumer data collected through Plenti.
In 2011, American Express acquired Loyalty Partner. The company operates three subsidiaries including: Payback, a leading multi-partner loyalty program designed to deliver value to consumers and generate additional revenue for participating companies. Today, Payback manages coalition loyalty programs in Germany, Italy, Poland, India and Mexico and has more than 60 million active customers.
Further information about the program will be available in the coming months.
“We’re pleased to introduce the first U.S.-based coalition loyalty program, where consumers will have the flexibility and choice across seven well-known brands to earn and use points for purchasing a wide range of products,” said Abeer Bhatia, CEO of US Loyalty, American Express.
“One of the most important things we can do for our customers is to show that we appreciate them,” said David Christopher, chief marketing officer, AT&T Mobility. “We are excited to join Plenti as it is a unique way of saying thank you – through this program they get added value from being our customer.”
“Plenti is an exciting opportunity for ExxonMobil to partner with numerous major brands to create a game-changing loyalty program in the U.S.,” said Matt Bergeron, vice president, marketing, ExxonMobil Fuels, Lubricants & Specialties Marketing Company. “This is the first and only program of its kind in the country and it will give consumers the opportunity to earn and redeem points on everyday spending, including fuels, convenience store and car wash purchases at participating Exxon- and Mobil-branded stations.”
“Consumers today are busy and smart. They know good value, and they want to be rewarded for the dollars they spend day-in and day-out at their favorite stores,” said Martine Reardon, chief marketing officer, Macy’s. “Plenti will offer customers everyday opportunity to earn and to redeem those points with much more choice - so shoppers can choose to reward themselves on routine purchases, or they can save up points to buy great gifts or treat themselves to larger purchases. Macy’s is excited to be a part of breaking new ground for American consumers with a program that is focused on rewarding them frequently and with greater cumulative value."
"By partnering with Plenti, Nationwide will advance our members first mission that helps make membership more rewarding than ever," said Matt Jauchius, chief marketing officer, Nationwide. "With this category-exclusive benefit, eligible Nationwide members who enroll in Plenti can now earn points just by paying for their insurance, and then use those points across a growing collection of America's top brands. We're excited to share this new benefit in 2015."
“We are excited to join Plenti and add this compelling customer value proposition to our already successful wellness+ loyalty program,” said John Learish, senior vice president, marketing for Rite Aid. “Our customers told us that adding the ability to earn and use points for savings in our stores and at eligible Plenti partner locations, while saving up to 20% every day in our stores, significantly increases the appeal of our program and creates more reasons for them to shop at Rite Aid more often.”
“Hulu is always looking for ways to give our viewers the best possible experience,” said Tim Connolly, head of distribution and partnerships, Hulu. “The Plenti program is a tremendous opportunity to reward our viewers for their loyalty. We are excited to partner with Plenti and the partner brands to give viewers the chance to experience everyday wins, earn points and gain rewards.”
“Direct Energy is proud to be a part of this first-of-its-kind rewards program that gives credit to our customers for making everyday purchases, including simply paying their energy supply bill,” said Mike Beck, vice president and chief sales officer, Direct Energy. “We are always looking for innovative and exciting ways to bring value to Direct Energy customers, and Plenti allows customers to earn rewards easily and quickly.”
Plenti is a U.S. coalition loyalty program comprised of widely known companies, the first of which include: AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu. Plenti is designed to offer consumers greater choice and savings potential through a multi-category rewards platform. To receive more information, please visit: www.plenti.com.
1Source: Ebiquity Study: Plenti Consumer Research, commissioned on behalf of American Express between November 14-17, 2014.