Macy’s drops out of the Plenti multi-merchant loyalty program
Macy’s, one of the original roster of brand partners in American Express’ Plenti, multi-merchant reward platform, has decided to leave.
The department store retailer is not the first to end its involvement with Penti. It follows Alamo, Expedia, Hulu and others, according to a Cincinnati Business Courier report.
While Macy’s has not provided a reason for its decision, the department store has put great stock in the relaunch of its Star Rewards program. When the relaunch went live last October, Macy’s said it was designed to improve the customer experience by first simplifying the program and then offering greater rewards in the form of discounts and personalized services.
The new program consists of three tiers — Silver, Gold and Platinum — based on customers’ annual purchases from the retailer. Customers who move up in levels gain more benefits such as free shipping on online orders and additional discounts on purchases. The retailer has said it will add “more experiential benefits” unique to its business this year.
When AT&T pulled out of the Plenti program last year, American Express acknowledged that some participants were focusing more on their own rewards program. In October, the company issued a statement that it was in confidential discussions with remaining members about the program’s future. Current partners Plenti include Chili’s, Exxon Mobil, Rite Aid and Southeaster Grocers (BI-LO, Harvey’s and Winn-Dixie).
Further signs that Plenti may be in trouble, according to The Points Guy site, came when American Express announced it is discontinuing its Plenti co-branded card beginning on Feb. 16. It has also eliminated Plenti from its transfer rewards program.
- Macy’s dropping loyalty program used by other national retailers – Cincinnati Business Courier
- Macy’s counts on new rewards program – RetailWire
- Retailer coalition makes for stronger loyalty program – RetailWire
- Amex is Removing Plenti as Membershio Rewards Partner in February 2018 – The Points Guy
- American Express mulls Plenti’s future after retailer loss – Payment Source
DISCUSSION QUESTIONS: Is Macy’s making the correct strategic move to exit the American Express Plenti program and concentrate on its own Star Rewards? Do you see an opportunity for a multi-merchant loyalty programs to succeed despite Plenti’s apparent struggles?