The new American Express free to join coalition loyalty program Plenti has officially launched and is taking signups.
I’m looking forward to earning points (worth a penny apiece) for activities across retailers I undertake already — like earning off of my monthly AT&T bill and for buying gas.
Initial direct earning partners:
- AT&T: 1 point for dollar on monthly wireless bill (requires paperless billing) and 1 point per dollar on devices, accessories, and other products at AT&T-owned store locations.
- Exxon: 1 point per gallon of gas and 2 points per dollar on non-fuel purchases.
- Mobil: 1 point per gallon of gas and 2 points per dollar on non-fuel purchases.
- Rite Aid: There will be rotating product offers.
- Enterprise, Alamo and National: 1 point per dollar on car rental base rates.
In addition to these earning partners (several of which have special earning offers), you can link your existing supermarket loyalty card from Bashas, Food Lion, Harris-Teeter, Hy-Vee, ShopRite, Stater Bros, and Wegmans to earn with Plenti.
The Plenti card actually looks, to me, like a grocery store loyalty card.
There’s also an online shopping portal effectively like any other cash back site. Initial earn rates look fine but not overly lucrative.
Finally, there is a Plenti credit card that has no annual fee and offers an effective 1% rebate and $25 signup bonus in the form of Plenti points. There’s no universe in which I’d sign up for this card in its current form.
Plenti is both a loyalty play with American Express as backend provider and a mass data play where they learn a tremendous amount about consumer behavior and make ‘the right offer’ to ‘the right consumer’ at ‘the right time’ using historical purchase activities and behavioral modeling.
Here’s Plenti’s cute introductory video: