However, Plenti shares enrollment information – such as name, email and mailing address, phone number and date of birth – with coalition partners, which Amex will manage in a privacy-compliant way, with the goal of increasing marketing efficiencies.
The consumer, in turn, will receive customized and relevant offers, should they opt in to receive marketing promotions, while Plenti’s Online Marketplace acts as an affiliate marketplace where consumers can log in and receive Plenti points for shopping at an array of retail storefronts.
“We want Plenti to become the core marketing platform for our partners,” a Plenti spokesperson noted. “In other words, when they think of where to invest their advertising dollars between TV, radio and digital, we want to be a part of that mix.”
That said, Plenti could face an uphill climb in driving consumer adoption, as it’ll be one more card or app for the consumer to deal with, according to Jeff Fagel, CMO for Gannett’s G/O Digital division and former brand director at Sears and ConAgra.
“From Belly to LevelUp, Shopkick and Foursquare, social engagement, payment and loyalty start-ups have lured brands with the promise of mobile consumer engagement, but the verdict is still out on their ability to drive loyalty, brand connection or revenue,” he noted.
For Plenti to succeed, it will have to invest in new customer acquisition, "but more importantly, they’ll have figure out how drive consumer behavior – crappy offers with little perceived value won't cut it," Fagel added.
Consumers who sign up in-store are asked to finish the process online, and they are able to download the Plenti app on iOS or Google Play or manage their account at Plenti.com.
Plenti’s ultimate success hinges on its ability to crack the mobile component.
“Mobile is a behavior, not just a channel,” Fagel noted. “Plenti … [needs to provide] locally relevant, contextually targeted ads that add to, not disturb, their native user experience.”