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AmEx to debut multi-brand customer loyalty program


Los Angeles -- American Express is preparing to launch a customer loyalty program in the U.S. that will enable shoppers at select retailers to rack up points that they can use toward future purchases at Macy's, Exxon Mobil, AT&T and other participating companies.

The free program, set to debut in May, is dubbed Plenti and will also include Nationwide, Rite Aid, Direct Energy and Hulu, American Express said Wednesday.

US Loyalty, a unit of American Express, will operate the program. But Plenti is not exclusive to AmEx's cardholders. Customers of the companies in the program can earn points regardless of whether they pay with cash or a debit or credit card from another card issuer.

American Express also will be rolling out a Plenti-branded credit card that will let users earn additional points.

"For every dollar you spend you're going to get a point on the credit card, plus whatever you get from that merchant," said Abeer Bhatia, chief executive of US Loyalty.

Full details on the financial terms between American Express and its partner companies were not disclosed.

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