The Plenti loyalty program unfolded two years ago with a new twist on plastic card-based rewards—a multi-merchant coalition in which participants were given exclusivity within their market and consumers could earn points at one retailer and redeem them at another.

Plenti has grown under the watch of American Express management to the tune of 36 million shoppers making use of the program in the past year, but it had its share of early confusion among consumers who questioned its deliberate lack of merchant participants.

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