ExxonMobil Joins Coalition Loyalty Program
IRVING, Texas — Exxon Mobil Corp., along with AT&T Inc., Macy’s Inc., Nationwide Mutual Insurance Co., Rite Aid Corp., Direct Energy and Hulu joined American Express Co. to launch Plenti.
According to ExxonMobil, Plenti is the first U.S.-based coalition loyalty program with well-known brands where consumers can earn and use points for purchasing a wide range of products, regardless of the payment method consumers choose to use.
More brands are expected to join the Plenti, which will launch this spring.
Plenti was born out of research that determines Americans prefer to join a loyalty program where they can shop at many stores vs. a single brand. Free to join, Plenti will allow consumers to earn points and discounts using any form of payment accepted by the participating brands, including cash, prepaid and any debit, charge or credit card.
One way consumers will earn Plenti points is when purchasing fuel and in-store merchandise at participating Exxon- and Mobil-branded gas stations.
“Plenti is an exciting opportunity for ExxonMobil to partner with numerous major brands to create a game-changing loyalty program in the United States,” said Matt Bergeron, vice president, marketing, ExxonMobil Fuels, Lubricants & Specialties Marketing Co. “This is the first and only program of its kind in the country and it will give consumers the opportunity to earn and redeem points on everyday spending, including fuels, convenience store and car wash purchases at participating Exxon- and Mobil-branded stations.”
Every 1,000 points earned will translate to at least $10 in savings, and Plenti members can earn points faster by activating special promotional offers across participating brands or via the loyalty program’s online offer center and online marketplace.
“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. “With American Express’ deep experience with the Membership Rewards program and acquisition of Loyalty Partner in 2011, we are the right company to operate a loyalty program of this scale, involving such celebrated brands.”
More information about Plenti can be found here.