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Plenti

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Plenti is a rewards program that was created by American Express. Plenti enables users to earn points at one retailer and use them at another retailer enrolled in the program. Participating retailers are AT&T Mobility, Chili's, Direct Energy, Enterprise Rent-A-Car, ExxonMobil, Hulu, Macy's, Nationwide Insurance, and Rite Aid.[1]

History

Plenti was launched on May 4, 2015. It allows shoppers to earn rewards through a variety of purchases. Unlike other loyalty programs such as frequent flyer miles, Plenti is not tied to a single company or credit card issuer. Users can join for free and do not have to be American Express members.[2] It is part of American Express' push to broaden its reach of customers, following the loss of its exclusive deal with Costco earlier that year, and also following news that JetBlue was reportedly ending its relationship with AmEx later in 2015.

On January 20, 2016, Chili's announced it was joining the Plenti rewards program, marking Plenti's expansion into the casual dining space. By the second half of 2016, My Chili’s Rewards members will be able to enjoy the additional benefits associated with the Plenti program while maintaining their existing loyalty status.[3]

On November 14, 2016, Chili's officially joined the Plenti rewards program and was added to the program's banner. Guests at Chili's restaurants are now able to use an existing Plenti card or sign up for one in-restaurant.

Participating retailers

Plenti's participating retailers:

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+, but it is not known if Walgreens' existing Balance Rewards will also be integrated into Plenti.[4]

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 isn't a Plenti partner.[5]

References

  1. ^ "Plenti Partners | Plenti". Plenti.com. Retrieved June 7, 2015.
  2. ^ "AmEx to roll out loyalty program Plenti on Monday". CNBC. May 4, 2015. Retrieved June 7, 2015.
  3. ^ "Chili's Guests Will Have 'Plenti' of Ways to Earn Loyalty Points". Business Wire. January 20, 2016. Retrieved January 23, 2016.
  4. ^ http://loyalty360.org/resources/article/walgreens-acquisition-of-rite-aid-no-changes-announced-for-loyalty-program
  5. ^ http://www.forbes.com/sites/johnarcher/2015/08/10/directv-customers-offered-500-in-credits-for-switching-lines-to-att/
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