Company:Plenti
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| Fate | Discontinued by American Express |
|---|---|
| Founded | May 4, 2015 |
| Defunct | July 10, 2018 (3 years, 2 months and 6 days) |
Area served | United States |
| Parent | American Express |
Plenti was an American rewards program created by American Express in 2015; the program ended in 2018. Plenti enabled users to earn points at one retailer and use them at another retailer enrolled in the program.
History
Plenti launched on May 4, 2015. It allowed shoppers to earn rewards through a variety of purchases. Unlike other loyalty programs such as supermarket loyalty programs, Plenti was not tied to a single company or credit card issuer. Users could join for free and did not have to be American Express cardholders.[1]
Plenti was part of American Express' push to broaden its reach following the loss of its exclusive deals with Costco (which switched to Citi and Visa) and JetBlue (switching to Barclays and MasterCard). [2] [3]
When 2017 ended, Direct Energy, Hulu, Nationwide, Enterprise, Alamo, and Expedia left Plenti. On January 31, 2018, Macy's and Chili's announced that they were leaving Plenti. [4]
An online marketplace where users could earn Plenti points through online retailers such as Walmart, Sam's Club, Target, Home Depot, Lowe's, and Under Armour was available from May 2015 through March 15, 2018. A member would log into the marketplace and then be directed to the desired retailer's website, thereby earning points for their account. At least one point was earned per $1 spent.
On April 16, 2018, Plenti confirmed that the program would end on July 10, 2018; it suspended new account sign-ups effective immediately.
Past Participating retailers
Retailers which participated in Plenti from 2015-2018:[5]
- AT&T
- ExxonMobil
- Exxon
- Mobil
- Rite Aid
- Southeastern Grocers
- BI-LO
- Harveys Supermarkets
- Winn-Dixie
- The Walt Disney Company
- ESPN
Retailers which left Plenti in 2017: [6]
Mergers and acquisitions of affected partners
Upon the announcement that rival drugstore chain Walgreens would purchase some Rite Aid stores, Walgreens said there would be no immediate changes to Rite Aid's loyalty program Wellness+. Walgreens' rewards program never was integrated into Plenti.[7]
Following AT&T's finalization of its purchase of DirecTV two months after the launch of Plenti, DirecTV became a Plenti partner through its ownership by AT&T, but only through the bundling of DirecTV and AT&T's existing services; DirecTV as a standalone service wasn't a Plenti partner. On November 1, 2017, AT&T discontinued its Plenti partnership. [8] [9]
References
- ↑ "AmEx to roll out loyalty program Plenti on Monday". CNBC. May 4, 2015. https://www.cnbc.com/id/102644712. Retrieved June 7, 2015.
- ↑ Sidel, Robin (13 February 2015). "AmEx-Costco Divorce Shakes up Card Industry". Wall Street Journal. https://www.wsj.com/articles/american-express-to-lose-costco-exclusivity-1423746408.
- ↑ "American Express Starts Life After Costco by Rewarding Customers at Macy's and Hulu". https://www.thestreet.com/story/13144228/1/american-express-building-plenti-rewards-program-into-key-part-of-life-after-costco.html.
- ↑ "Macy's exits Plenti loyalty program". https://www.retaildive.com/news/macys-exits-plenti-loyalty-program/515976/.
- ↑ "Plenti Partners | Plenti". Plenti.com. https://www.plenti.com/partners. Retrieved June 7, 2015.
- ↑ "Plenti's Rewards Coalition Loyalty Problem". 5 February 2018. https://www.pymnts.com/news/loyalty-and-rewards-news/2018/plenti-macys-american-express-loyalty-program/.
- ↑ "Walgreens' Acquisition of Rite Aid No Changes Announced for Loyalty Program Members". http://loyalty360.org/resources/article/walgreens-acquisition-of-rite-aid-no-changes-announced-for-loyalty-program.
- ↑ "DirecTV Customers Offered $500 in Credits for Switching Lines to AT&T". https://www.forbes.com/sites/johnarcher/2015/08/10/directv-customers-offered-500-in-credits-for-switching-lines-to-att/.
- ↑ "AT&T Plenti Rewards Program is Changing". https://www.att.com/shop/wireless/plenti-rewards.html.
External links
- Official website (Archive)
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