No longer just available for its credit card holders, Macy’s is expanding its loyalty program to include any customer regardless of how they pay. As the following Chain Store Age article explains, Macy’s will create a new tier of benefits for customers that do not have a Macy’s card
Macy’s is extending its loyalty program to all customers — regardless of how they pay for their purchases. The department store retailer announced that it is opening up its Star Rewards loyalty program to all customers. The program was previously reserved for Macy’s cardholders.
The program now features four tiers of membership, a new Bronze level, as well as Silver, Gold and Platinum tiers. Customers without a Macy’s credit card are eligible for the new Bronze level, which enables shoppers to earn bonus points on certain days, in addition to other perks, offers, and a birthday surprise.
Macy’s cardholders are eligible for the Silver, Gold and Platinum tiers, depending on their spending. These tiers offer additional perks, including 25% off on any day they choose, and special sale days. Gold and Platinum members are eligible for free shipping, while Platinum members also earn 5% back in rewards on all Macy’s purchases made with their Macy’s credit card.
Macy’s cardholders will be automatically upgraded when their annual spend at Macy’s reaches the next level, according to the company.
Macy’s has been taking several initiatives to regain sales growth including a more robust omnichannel strategy plus in-store features such as mobile self-checkout. Expanding its loyalty program to all customers should not make a significant sales impact. Creating a differentiating in-store experience combined with growing online and mobile sales is one way to get Macy’s back on the path to same-store sales growth, which is one of retail’s key performance metrics.
Overview by Raymond Pucci, Associate Director, Research Services at Mercator Advisory Group
