Dive Brief:
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The first cross-brand loyalty program in the U.S., Plenti, is now live as of Monday. Shoppers can sign up for the program at Plenti’s website.
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The program features an online marketplace where participants can shop at member retailers including Rite Aid and Macy's.
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An American Express card isn’t necessary for a consumer to sign up, though the program has launched a co-branded Plenti card that racks up points.
Dive Insight:
American Express and Plenti have sweetened the pot with launch offers that start signers-on with a bunch of points at the outset. The idea is promising, if for no other reason than this is the first “coalition” loyalty program in the country, and the time is ripe.
One variable that could either hurt or help is the exclusivity of the program, where only one retailer in each category can participate. That could limit the program’s reach into some areas of this vast country, and may not be necessary for success.