Major Retailers Team Up For Loyalty Program

(RTTNews) - American Express Co. (AXP) is planning a coalition customer loyalty program whereby shoppers can add up points that can be used to make purchases at the participating companies.

The program, set to be launched in May, is called Plenti. It will include AT&T (T), ExxonMobil (XOM), Macy's (M), Nationwide, Rite Aid (RAD), Direct Energy and Hulu.

Plenti points can be used for purchasing a wide range of products, irrespective of the payment method. The program is expected to include more brands in additional categories.

According to American Express, Plenti gives "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."

For example, a customer can earn Plenti points when buying fuel at a participating Exxon­ or Mobil­branded service station and use the points for savings at a purchase at Macy's or macys.com.

Every 1,000 points will translate to at least $10 in savings. Plenti members can earn points faster by activating special promotional offers across participating brands or through Plenti's online offer center and online marketplace.