Amex launches loyalty program

New York – American Express is launching a new loyalty program called Plenti. The program lets consumers use loyalty points accrued at one participating retailer and use them at another.



Initial participating organizations include AT&T, Exxon, Macy’s, Mobil, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu. The program is expected to include more brands in additional categories over time.



Customers can sign up at a participating retailer or through the Plenti app. Interestingly, American Express membership is not required to join, although American Express Membership Rewards members can transfer membership points to Plenti points and American Express is offering a new Plenti credit card.



Participating consumers will earn Plenti points when they make transaction by cash, credit or debit card. Each retailer will determine how many points it wants to assign different transaction amounts. The points can be redeemed for $10 per 1,000 points. American Express runs similar multi-retailer loyalty programs in Italy, Germany, Poland, India and Mexico.