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Why the End of Plenti is a Better Beginning for Brand Loyalty

The end of Plenti is officially July 10, but that’s not a bad thing for the retailers that were partnered with it.

While the coalition loyalty program grew to 13 partners and 16 brands at one point during its three-year run, in the end, Plenti failed due to several reasons.

For one, its reality didn’t live up to its promise. The loyalty model was transaction-based and not brand-based. Coalition loyalty programs engender loyalty to the program itself, and not to the brands.

Now, these brands have the opportunity to focus more on their own customer loyalty strategies than ever (and some have already started).

So, what are some of Plenti’s former brand members going to do after July 10 from a customer loyalty perspective?

Here’s a look at some of those brands.



Macy’s was one of the main brands that impacted Plenti’s downward spiral when it launched its own Star Rewards loyalty program last October.

Star Rewards makes it simple for customers to receive benefits with every Macy’s purchase. Based on annual spend, customers with a Macy’s credit card will be automatically enrolled into one of three levels: Silver, Gold or Platinum.

Rewards are tiered by level, with Macy’s best customers receiving benefits that include free shipping, additional savings, and earned points on every purchase. Cardholders are automatically upgraded to the next tier when annual spend reaches the new level.

What’s more, in May Macy’s announced enhancements to the Star Rewards program.

Now, the program is open to all customers (via a new Bronze level), regardless of how they pay for their purchases. Star Rewards members will enjoy new benefits such as Star Money Days, Perks & Offers, and a Birthday Surprise.



After the Plenti program ends, any unused points will be matched by Exxon and Mobil in its new rewards program. The new rewards program allows customers to:

  • Save on gas, snacks and more at Exxon and Mobil
  • Cash in points for savings after you earn just 100 points
  • Earn and use points all in one place

ExxonMobile isn’t waiting around to launch the program. The program will be available starting July 11, 2018, just one day after the end of Plenti.


Chili’s Grill & Bar

In March, Chili’s elevated its My Chili’s Rewards loyalty program. Members now receive free chips and salsa or a non-alcoholic beverage on every visit. They also will continue to receive personalized rewards like the following:

  • Free kids meals
  • Appetizers
  • Desserts
  • Easy 1-Tap reorder of your Chili’s favorites to go
  • Getting on the wait list from home
  • Free dessert on your birthday.

If you were a member of My Chili’s + Plenti, you are already in My Chili’s Rewards. It’s the same great benefits, just without the Plenti points.

Southeastern Grocers will offer their own enhanced loyalty program after the end of Plenti.

Southeastern Grocers

Southeastern Grocers, which is the parent company of BI-LO, Fresco y Más, Harveys Supermarket, and Winn-Dixie stores, is set to launch its new loyalty program called SE Grocers rewards.

The new program will allow customers of Bi-Lo, Fresco y Más, Harveys Supermarket, and Winn-Dixie stores to redeem points on groceries and fuel at participating Shell or other select fuel stations.

In a release Southeastern Grocers president and CEO Anthony Hucker said the company is committed to providing a loyalty program for its customers and associates that best meets their everyday needs.

“We have listened loudly to our customers about all of the things they value with our current rewards program and how we can make our next loyalty program even better,” Hucker explained.


Parting Thoughts on Plenti

The hope of the Plenti program came together with the promise that consumers would be able to earn points through a variety of purchases across numerous industries. That promise, ultimately, went unfulfilled as participating brands didn’t gain significant traction from it.

Coalition loyalty programs have consistently under-performed against key metrics such as satisfaction, engagement, and stickiness.

Due to its structure, a coalition loyalty program is often unable to differentiate for any one brand. These programs have found it tough to integrate into a brand experience below the surface level.

Instead of creating any sort of emotional connections to the individual brands, coalition loyalty programs like Plenti simply encourage loyalty to the program itself.

Macy’s realized early on that it should focus on differentiating itself and now others are following suite. The end of Plenti is a new beginning for these brands to focus on better loyalty strategies of their own.


ebbo helps brands achieve their customer loyalty goals with full-service, end-to-end solutions and also creates original educational content straight from the experts to help loyalty marketers stay on the cutting edge of customer engagement.

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