Plenti sees five more retailers drop multi-merchant rewards

Five more retailers have dropped out of the American Express-managed Plenti retailer coalition loyalty program, putting its status in question.

As of Dec. 31, 2017, Plenti members can no longer earn or use points with Direct Energy, Hulu, Nationwide, Enterprise or Expedia, as those retailers have left the program, Amex confirmed Tuesday. The news comes less than three months since AT&T dropped out — the first sign that the program was facing some fallout.

Andrew Harrer/Bloomberg

Plenti memberships remain active and those holding Plenti cards can use unexpired points at its remaining retail partners, including Rite Aid, Macy's, participating Exxon and Mobil gas stations, as well as participating Chili's restaurants, Winn Dixie, Bi-Lo and Harvey's supermarkets.

Amex confirmed it is in confidential discussions with a few remaining Plenti sponsors regarding the future of the program.

Amex launched the multi-merchant program two years ago, citing consumer interest in coalition-based loyalty schemes that allow earning points at one retailer and redeeming them at another. But the program stuck to its tenets of exclusivity, allowing only one retailer per category to participate.

Plenti operated through a traditional plastic card membership system. As manager of the program, Amex also issued its own Plenti membership card.