Macy’s in New Plenti Rewards Program

Consider pulling into a gas station, filling up your tank and earning a point per dollar, then applying those points to get discounts on shoes at a department store, or cough drops at a drugstore. Or imagine getting points for discounts at Macy’s or Exxon just by paying for your auto or homeowner’s insurance. That’s the premise behind Plenti, a new cross-brand loyalty program launching in May whereby shoppers can earn points at Macy’s, Rite Aid, AT&T, ExxonMobil, Nationwide, Hulu and Direct Energy and bundle those points to get discounts at any of those seven companies. “We’ve been talking about this for the last year and a half to two years,” said Martine Reardon, Macy’s Inc.’s chief marketing officer. “It’s the kind of program we have seen in Europe and Mexico and really love the model, this idea of a coalition. There are lots of fabulous rewards programs, but generally they involve one specific brand or company. All of the partners in Plenti really complement each other.” Down the road, there could be additional companies participating, Reardon noted. Macy’s will be aggressively marketing Plenti including print ads, in-store signage and online. The participating companies in Plenti were chosen “based on how important they ranked

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