Amex to culminate loyalty program Plenti in the second half of 2018
Category: #retail  By Saipriya Iyer  Date: 2018-04-17
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Amex to culminate loyalty program Plenti in the second half of 2018

American Express, a U.S. based multinational financial services corporation, has decided to discontinue Plenti, a frequent-shopper program classified as one of its loyalty programs, from the 10th July 2018. The company sources also declared that all the Plenti points are going to expire and will not be redeemed for benefits or rewards such as cashback post 10th July of this year.

For the record, Amex launched Plenti in May 2015 as a reward program for customers, thereby strengthening the bond between customers and retailers. Firms such as ExxonMobil, Macy, and Rite Aid had launched Plenti as the first U.S. based loyalty program that included an entire team of retailers, under the auspices of Amex.

The unique feature of the frequent-shopper program was that a U.S. shopper could earn loyalty points from one retail firm and redeem it at another retail store. In short, customers were provided with the facility of purchasing products from a particular retail store and getting the points that they can convert for rewards at other retail shops. Industry analysts back then claimed the program as a move that could help retailers attract frequent shoppers to make repeated purchases.

In 2015, Amex also launched a Plenti credit card that allowed the consumers to gain points even if they did not shop at the listed retail stores. In such instances, the customer would have one point deposited in his or her Plenti accounts on each dollar spent, apparently.

Starting 2017 however, the loyalty program did not receive the required boost from the shoppers. Indeed, the program had even begun to lose some of its key members such as Macy and Chili. Plausibly on the grounds of its declining popularity among the customers, state analysts, American Express may have decided to shut down its loyalty program.



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Saipriya Iyer

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Saipriya Iyer

Saipriya Iyer develops content for Market Size Forecasters, Algosonline, and myriad other platforms. A computer engineer by profession, she ventured into the field of writing for the love of playing with words. Having had a previous experience of 3 years under her bel...

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