plenti loyalty program

 American Express launched Plenti, a loyalty program that rewards customers who are members of a coalition. In exchange for customer data, a coalition loyalty program provides incentives to customers from two or more businesses.

Members received an email HTML16 from Plenti on April 16, 2018. This notified them that Plenti was no longer available.

What went wrong?

American Express deserves to be commended for bringing together a wide range of brands to take part in Plenti. These brands were Macy's and Chili's as well as Direct Energy, Chili's and Hulu.

companies pulled out of the program one by one until it collapsed completely.

People Also Search For: Plenti Card Activation

Building a coalition is not an easy task, as many of the radio stations with which we work understand.

Research may reveal to a News/Talk station that viewers of one show might not be fans of the other.

A Country station might lose appeal if it adds 90's Country to its mix, but a Country station with Contemporary Country might gain some appeal if they add 00s Country.

Our clients can use research to find alliances that will help them create more cohesive products.

Plenti had a loyalty program that linked brands in different categories. Customers could have completely different characteristics.

One analyst said, "Researching consensus about how the program structure is structured can be a lot similar to herding cats."

AT&T may be my phone provider, but Netflix (not Hulu!) is my streaming service. Maybe I am a member the Gold Plus Hertz rewards programme so I could not use my Hertz Plenti points. This effectively scuttled my interest in the Plenti car rental benefit.

Enterprise, Nationwide, or AT&T may have loyal customers but consumers are loyal to the individual brand because it has carved out a place and established a relationship.

Consumers have a relationship with each brand and not with Plenti. This is similar to how listeners have relationships with a single radio station, or podcast.

Plenti's failure can be attributed to many other factors. There were many other reasons why Plenti failed, including a confusing interface, low brand recognition, a confusing rewards system, and a group of companies with their own agendas.

American Express attempted to make a coalition work, but it failed. Brand and product alliances that lack clear synergy are doomed to fail.

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