American Express Launches New Loyalty Program With Big Name Stores

American Express will launch a loyalty program with well known retailers. The plans, unveiled today, will allow American Express card members to gain reward points for using their cards at big name stores like Rite Aid, Macy's, Exxon Mobil and AT&T. It's the latest move by American Express to widen its customer base. The program will be called "plenti" and would operate similar to drugstores rewards programs. American Express has been working for two years on the loyalty card concept and expects it to launch sometime in May. American Express is facing competition from other card companies, such as JP Morgan Chase, who are going after affluent customers.