AmEx Creates America’s First Multi-Brand Rewards Program
Shortly after losing contracts with both Costco and JetBlue for the coming years, American Express announced a new coalition rewards program that lets users rack up loyalty points across multiple brands at the same time. The program, known as Plenti, is the first of its kind in the United States, giving users a chance to earn rewards at one store and use them with an entirely different merchant.
You do not have to be an American Express cardholder to sign up for Plenti, or pay anything to participate in the program. Anyone over the age of 13 can register for a Plenti loyalty account.
Thus far, seven companies have agreed to be a part of Plenti:
- Direct Energy
For every 1,000 points a customer earns with one of these brands, he will receive $10 in savings. The points can be accumulated through any of the participating companies, and applied to purchases across all of the brands.
“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.
American Express will be launching this multi-brand loyalty program this spring.