Order Form

    This individual Note Can Coalition Loyalty Programs Succeed in the United States?is available for purchase. This Note is available to members of Mercator Advisory Group’s Debit Advisory Service. Please be advised that this Note is normally part of a research and advisory service that provides ongoing support throughout the year. As such, this Note contains significant depth of content that is selected for its strategic importance to our members. (For a description of these services, see our Advisory Services section).

    While the Note represents significant analyst time invested, there is no means of our ascertaining if it will fully meet your specific intended purposes. Typically, these Notes form the basis for future discussions with our clients where we are able to fine-tune additional information that we have gathered in the construction of the series of Notes (or locate new information rapidly due to our exclusive focus on gathering information in the payments industry) for specific member needs.

    Unfortunately, in fairness to our paying members, we are not able to offer this level of support for a single Note purchase. We will, however, credit any Research Document purchase against the future purchase price of the service should you become a member within 30 days of purchasing the document.

    The price for individual Note purchases is $1450 per document. 


    Click here for a fax-back order form




Can Coalition Loyalty Programs Succeed in the United States?

Can Plenti score points with U.S. shoppers?

Mercator Advisory Group releases a new research note assessing the first year of merchant coalition loyalty program Plenti by Amex.

Popular with merchants and consumers in some global regions outside the United States are coalition loyalty programs, which are shopper-based incentive programs sponsored by retailers and service providers. American Express launched its merchant coalition loyalty program Plenti in 2015 for U.S. consumers. Patterned after some successful international programs, Plenti began with a list of highly recognizable retail brands.

Mercator Advisory Group’s latest research note, Can Coalition Loyalty Programs Succeed in the United States? observes and assesses the features and functionality of coalition loyalty. The note pays particular attention to Plenti and the ups and downs of its first year in existence. Additionally, the coalition loyalty model and Plenti are sized up against the single-merchant loyalty model as exemplified by Starbucks Rewards.

“U.S. consumers are no strangers to loyalty programs, especially those offered by credit card networks, issuers, airlines, and hotels. Whether Plenti will successfully strike a high note by driving traffic to major U.S. retailers remains to be seen,” comments Raymond Pucci, Associate Director, Research Services at Mercator Advisory Group and the author of the research note.

This document contains 12 pages and 6 exhibits.

Companies mentioned in this research note include: Alamo, American Express, AT&T, Direct Energy, Enterprise, Expedia, Exxon Mobil, Hulu, Macy’s, National, Nationwide, Rite Aid, and Starbucks.

Highlights of the research note include:

  • Background of international coalition loyalty programs 

  • U.S. consumers’ credit card spending preferences 

  • Structure and workings of Plenti program and its merchant partners 

  • Comparison with single-merchant loyalty program Starbucks Rewards

  • Challenges and lessons learned for coalition loyalty