Macy's, Rite Aid Part of First U.S. Multibrand Loyalty Program

American shoppers have never been able to earn loyalty points from one retailer and then redeem them at another. That's about to change. In May, Macy's, Rite Aid, ExxonMobil and four other brands plan to introduce the first U.S.-based loyalty program that encompasses an entire team of retailers. The program, called Plenti, will be operated by American Express. For example, a Macy's customer will be able to use Plenti points won from, say, buying a pair of shoes at one of its stores to fill up at a Mobil gas station or to pay an AT&T phone bill.