Plenti is the name American Express has given to the new coalition loyalty card program it will launch in the U.S. on May 4 with AT&T, Rite Aid, Macy’s, Hulu, ExxonMobil, Nationwide, Enterprise Rent-a-Car, and Direct Energy. American Express’s Loyalty Division will operate the program, issue Plenti reward points, and oversee marketing activities. An American Express card is not required to earn Plenti points. Consumers can pay for purchases with cash, checks, credit cards, or debit cards. Most will swipe a magnetic stripe loyalty card to qualify their purchase. Some retailers will offe...