Plenti
| Company type | Rewards program |
|---|---|
| Industry | Customer loyalty |
| Founded | 2015 |
| Defunct | 2018 |
| Fate | Terminated |
Area served | United States |
| Parent | American Express |
Plenti was a rewards initiative introduced by American Express in 2015 and terminated in 2018. It allowed consumers to accumulate points at one participating merchant and redeem them either there or at other affiliated retailers.
History
The Plenti program debuted on May 4, 2015, providing shoppers the opportunity to collect rewards on a variety of purchases. Unlike conventional loyalty schemes linked to a single brand or credit card issuer, Plenti was accessible without cost and open to all customers, regardless of American Express card membership.
This program was part of American Express's effort to broaden its consumer reach following the loss of exclusive deals with Costco (which transitioned to Citi and Visa) and JetBlue (which moved to Barclays and MasterCard).
By late 2017, notable partners including Direct Energy, Hulu, Nationwide, Enterprise, Alamo, and Expedia had withdrawn from Plenti. In early 2018, both Macy's and Chili's also discontinued their participation.
Between May 2015 and March 15, 2018, members could earn Plenti points via an online marketplace featuring retailers such as Walmart, Sam's Club, Target, Home Depot, Lowe's, and Under Armour. Customers earned a minimum of one point per dollar spent by accessing the marketplace prior to shopping.
On April 16, 2018, American Express declared that Plenti would cease operations on July 10, 2018, immediately halting new member registrations.
Former Participating Retailers
Until its conclusion in 2018, Plenti included these retailers:
Retailers that departed from Plenti during 2017:
Mergers and Acquisitions Impacting Partners
After rival drugstore chain Walgreens acquired certain Rite Aid locations, Walgreens preserved Rite Aid's Wellness+ loyalty program without merging it into Plenti.
Following the acquisition of DirecTV by AT&T, DirecTV became part of Plenti solely through bundled offerings with AT&T; DirecTV independently was not included. On November 1, 2017, AT&T terminated its association with Plenti.
External links
- Official website (archived)