AmEx Puts a New Twist on Customer Loyalty

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“In an ambitious twist on customer loyalty programs, American Express Co. is teaming up with a coalition of well-known brands to allow consumers to earn points for shopping at one of the companies and then to use them at any of the others in the network. Plenti, as the venture is known, already has enlisted companies that include AT&T Inc., Exxon Mobil Corp., Macy’s Inc., Nationwide Mutual Insurance Co., and Rite Aid Corp., AmEx said Wednesday. “