Plenti

Plenti
Fate Discontinued by American Express
Founded May 4, 2015 (2015-05-04)
Defunct July 10, 2018 (2018-07-10)
Area served
 United States
Parent American Express
Website www.plenti.com

Plenti was a rewards program created by American Express that was in operation for three years from 2015 until 2018. Plenti enabled users to earn points at one retailer and use them at another retailer enrolled in the program.

History

Plenti was 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 (who moved to Citi and Visa) and JetBlue (who moved to Barclays and MasterCard). [2] [3]

At the end of 2017, Direct Energy, Hulu, Nationwide, Enterprise, Alamo and Expedia exited the program. On January 31, 2018, Macy's and Chili's announced that they were also ending its participation in 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 retailers website, thereby earning points for their account. At least 1 point per dollar spent was earned.

On April 16, 2018, Plenti confirmed that the program will be ending effective July 10, 2018 and suspended new account sign-ups effective immediately.

Past Participating retailers

Retailers who participated in Plenti from 2015-2018:[5]

Retailers who participated in Plenti from 2015-2017: [6]


Mergers and acquisitions affected partners

Upon the announcement that rival drugstore chain Walgreens would acquire Rite Aid, Walgreens said that there would be no immediate changes to Rite Aid's current loyalty program Wellness+. Walgreens' existing Balance Rewards was not integrated into Plenti before Plenti was discontinued.[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 all of their Plenti partnerships. [8] [9]

References

  1. ↑ "AmEx to roll out loyalty program Plenti on Monday". CNBC. May 4, 2015. Retrieved June 7, 2015.
  2. ↑ https://www.wsj.com/articles/american-express-to-lose-costco-exclusivity-1423746408
  3. ↑ https://www.thestreet.com/story/13144228/1/american-express-building-plenti-rewards-program-into-key-part-of-life-after-costco.html
  4. ↑ https://www.retaildive.com/news/macys-exits-plenti-loyalty-program/515976/
  5. ↑ "Plenti Partners | Plenti". Plenti.com. Retrieved June 7, 2015.
  6. ↑ https://www.pymnts.com/news/loyalty-and-rewards-news/2018/plenti-macys-american-express-loyalty-program/
  7. ↑ http://loyalty360.org/resources/article/walgreens-acquisition-of-rite-aid-no-changes-announced-for-loyalty-program
  8. ↑ https://www.forbes.com/sites/johnarcher/2015/08/10/directv-customers-offered-500-in-credits-for-switching-lines-to-att/
  9. ↑ https://www.att.com/shop/wireless/plenti-rewards.html
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